In follow-up to our post last week of how audience is the cornerstone to online marketing, we need to move on to step 2 of how to actually find and target your niche.
We’re going to break this down into two parts: A quantitative and a qualitative part.
Understanding the types of conversations that are already being had regarding your product or service is the qualitative part.
Understanding the numbers, statistics and analytics of your audience is the quantitative part.
All of this is directly related to your niche and the audience for that niche. As we’ve previously covered on this blog, identifying your niche is the key to riches. Check out this blog to see the best way to identify a niche that works for you.
We’ll start first with the qualitative part.
For this we use the most elementary of concepts.
Do your homework.
Unless you’re the next Edison and have a spectacular invention outside the realm of any other current product, chances are your product or service falls into an existing category and has a couple close competitors.
That means people are already talking about it and it already has an established footprint online that you need to tap.
Start by doing research on your competitors and the areas they are engaging with customers on online. Forums, other blogs, communities, and social networks are the best places to start. This is an excellent way to see what people are already talking about for the good and the bad.
The second step gives you the quantitative data about your audience that you can use to breakdown the “Need to Know” about your target audience.
Start with a website called www.Alexa.com. Once you register, confirm your email and put in the website you are looking for, it will give you statistics about that website that you need to see how you rank in a competitive landscape or your niche.
More importantly, Alexa.com will let you look for relevant categories for your niche that you can drill down into to find even more specific subtopics until you find one that best represents your product or service. Alexa will then give you 10-20 websites with relevant topics for you that your audience will be using.
Now that you have that data, you need to do something with it.
The second website we’ll be using is https://www.quantcast.com.
Quantcast gives you the next level of identification of who is visiting those sites and who those people are. Utilize this site to plug in the URLs Alexa gave you based on the relevant topics and
Quantcast will then give you the statistics on the demographics of the type of people that visit those sites.
That info is the key info to get to know your target audience. The more you know, the more you can meet their needs.
So now you may be thinking, I’ve done my homework, I have researched my audience, I have gathered insights and now what?
By identifying the barriers of your potential buyers and understanding their physiological stance, you can determine whether they would or would not buy online. You can also identify more importantly what motivates them to buy. Is it their children? Location? Occupation? Age?
This process is what needs to happen to breakdown the buyers.
This will allow you to overcome any physiological barriers they may have to making a purchase online and get them past the homepage, to your product page(s) and ultimately with their finger on the buy button.
As we’ve all been consumers online for one thing or another, we know how overwhelming it can be to make an online purchase.
Vendor after vendor with product offering after product offering all seemingly the same. It can be difficult to differentiate and even harder to pick the best product for you.
Here is where YOU need to tell people why you have EXACTLY what they are looking for based on their needs.
The key to selling online is to use different tactics and tools to make the customers feel that they are buying on their own terms. The used car salesman approach doesn’t attract anyone in person and it certainly won’t online either. Nobody wants to be sold at. Told what to buy or pressured into a purchase.
They want to feel as if they are in control and they are the empowered purchaser and these audience identification tricks give you the tools to do just that.
What have you identified as your niche market audience and what tactics do you use to overcome their psychological barriers?