copy that converts
How to Learn About Your Customers Through Research
When it comes to writing copy that converts, market research is an important step to take before pouring your time, energy, and resources into a project. There are many tools, resources, and techniques available to learn about your customers. Use them when creating your ideal customer profile and to dig deeper into determining who you’ll target your marketing efforts to in the future.
Why is it Important?
When you take time to research, you can find out exactly who is buying your products or using your services. With that information, you can tailor your messages to speak directly to that audience. A common misconception about research is that it’s too time consuming and expensive to make sense for a company. However, with the tips below, the process is relatively easy. Research has also shown that acquiring a new customer is five times more expensive than retaining current customers, so it’s important to know exactly who is keeping your business running and create copy that converts to sales from them.
What to Look For
When you start researching your customers, there are a few things you should be looking for. Keep in mind that the information you collect will be used to fine tune the way you create copy, to develop new copy that converts to more revenue, and just to get to know your customer base better.
When using any of the techniques for gathering information described below, consider using the following questions as a jumping off point:
- Who are our customers?
- Where are they from?
- How did they learn about our business?
- What led them to our website?
- What products or services are they most interested in?
- How was their experience with our company?
- Would they consider using our company again in the future?
How to Find It
There are many ways to dig for information that will help you make copy that converts. When you’re looking for information about your customers, go directly to the source and ask those customers themselves. Here are a few ways to do it.
- Surveys– After making a sale, send out a follow up survey to get more information about the customer and what spurred them to make a purchase.
- Polls– Polls are a great way to get short pieces of information instantly. Put one directly on your website or post to social media to get valuable feedback in real time.
- Social Media– Look at what your followers are saying in the comments of your Facebook posts, Instagram photos, and LinkedIn articles.
- Focus Groups– The most time consuming and costly method on our list, focus groups will also offer you the most information and provide the most in-depth answers about specific topics.
- Website Analytics – Google and individual website platforms make it easy to see exactly who is looking at your content, where they’re from, and how they found you.
After you’ve gotten the information you were looking for, put it to use! Use the data about your customers as you plan your content calendar. Write in a way that appeals to your demographics and you’ll soon see how your copy can create marketing magic.
The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.