Attracting a Target Audience

The World Wide Web has produced a brand new breed of buyers. 21st-century buyers are experienced, independent and well informed. But they are more overwhelmed with competing demands for both time and attention than they were ever before in history.

So how do you make sure that these buyers choose you?

The internet is a big place, there is a lot of competition for all markets out there and there are a lot of different ways to interact with consumers, so this question is key to many businesses’ success.

It can be nerve-wracking to invest more and more time into advertising and digital marketing and not knowing if your efforts will ever really earn a return for your business. Will you be able to get your content in front of those particular internet surfers, maybe a few out of millions, who want to do business with you?

If you take one thing away from this article it should be this – attracting a target audience is a research process.

Everything you do to build your online presence, SEO, Social Media Marketing, PPC campaigns etc, will all be more powerful when they are driven by user research. And the better you do your research, the greater success you’ll have in both attracting relevant internet users to your website and making sure that your target visitors are satisfied with what they find once they get to your site.

In this guide, we will help you to answer the key question: How do I attract targeted visitors to my website?

We’ll break it down into 3 sections for each of the three keywords. Attracting. Targeted. Audience.

Identify Target Audience

If your business relies on converting visitors to your website into paying customers, then it is very important that the people that you attract to your website, are the ones who want to do business with you. (Or might want to in the future.)

For example, if you own an accounting firm, you want to attract visitors to your website that are looking for accountancy service providers. Having ten visitors like that can be much more valuable than attracting, for example, 50 accountancy students to your website. These visitors may be interested in the topic of accounting but have no real interest in employing your service.

This is why it is so important to identify and define who your target audience is. Not just people interested in accounting – but people that want to avail of a local accounting service. There’s a big difference there.

Once you have identified the specific audience you want to attract then you can buckle down and figure out what makes them tick and how you can catch their attention.

Mind you within your target market you may have multiple target audiences. Let’s discuss that a bit more.

Your target market is the group of people that you aim to convert into customers. Your target audience, however, is the demographic within your target market that you are hoping to target with a particular marketing campaign.

For example, a high-end hair salons’ target market may be local working adults with a mid to high income. Within that, they may split their marketing campaigns into female and male-focused. They might have separate Instagram accounts for men and women to target these audiences individually.

Both are in the hair salon’s target market, but here we see that there are different audiences within the target market that can be targeted individually.

How do you find your target audience?

Focusing your efforts on a particular group of people like this can reap higher profits and a better return on investment. A targeted approach means you can minimise the amount of your budget spent on people not interested in your organisation.

So how do you find who your target audiences are? Research, research, research.

Your target audience could be a specific country or a group of countries, a set of buyers sharing common interests, a group in the same demographic, a specific customer or type of customer with special needs, a certain age group of people, etc.

Who your target audience is will define your marketing strategy, how your spend your advertising budget and what type of content you produce.

To find out who your target audience is, you need to start with market research. Here are some places to start:

  • Gather the information you already have about your customer demographics using analytics. Find out who is visiting your page, how they got there, what content they engage with, what they spend their money on and how much money they spend. For this you can use Google Analytics, Facebook Insights etc. If you still haven’t set-up your GA check out our Google Analytics for Beginners article.
  • Create a Buyer Persona – using the info you gather, create the personas that represent the key demographics in your target market.
  • Collect an annual customer survey.

What is your target market seeking in a product or service?

So now, you have defined your target audiences, you know who they are.

What now, you ask? Well, more research!

We need to find out what drives them, what are their likes and dislikes, and desires and motivations and more. Gathering this understanding will allow you to connect with them and attract them more easily and more personally.

Figure out why they want your product or service and the emotions and motivations behind that choice.

Where do they find their information?

Know what content is engaging your target audience and build an understanding of what they’re interested in from this.

Major industry websites often dictate trends in every sector of society, and your business is no exception. So, know who the big players in your industry are. Listen to your target market and be ready to adapt to their requirements.

How do you target them?

Once you understand who they are and what makes them tick, you now need to use this information to make sure your content gets seen by your target audience.

You need to formulate a marketing strategy that will target them specifically. By doing this you can ensure that none of your spend is wasted on people who don’t want to buy what you’re selling. How can you do this?

These techniques will get you in front of your target audience.

How does your target market search?

What search phrases might your target market type into search engines to find you?

Understand how your target audience searches. What do they type into that search bar when they want to find content surrounding your topic? The words and phrases that they use are called Keywords.

Keywords connect content that used those words to the search results that will appear for the searcher.

So, if you want to appear in their search results, you need to be creating content that focuses on the topics that your audiences are looking for on Google. It makes sense, right?

Keywords can be used to maximise your performance with:

  • SEO
  • PPC campaigns
  • Social Media Marketing

Note: SEO techniques will optimise your website and content to make sure that search engines promote your content for relevant keywords. You can learn more about how to implement these techniques with our SEO Starter Guide.

What platforms do they use?

One of the most important factors in effective targeting is understanding the platforms that your audience use and how they like to engage on them. Make sure that you are active and therefore, visible, on these platforms.

Every online platform is unique and as an organisation you should adapt your content to suit the environment. However, sometimes running the same message across all platforms can be a good idea.

Cross platform social media post
Gymshark’s approach to successful cross-platform social media message.

How do your competitors target your audience?

Having a keen insight into the market playing field is key to staying competitive.

The biggest brands that you compete with will often have a large budget to invest in market research, so they know how to target and engage your consumers. It’s important to keep an eye on these trends. Yes, it can be disheartening going up against the big-name brands, but you can stay competitive by providing your audience with a fresh and unique take on content. 

Don’t fight the big brands at their own game but develop an angle that is true to your business, sets you apart and will connect with your target audiences. They will be attracted to your authenticity.

So be strategic about going up against the competition. Take keywords for an example.

The most popular keywords return thousands of results. Top rankers for those search terms are market leaders. Sad but true, those companies have both the money to spend and the know-how to make sure they outrank you.

So here, small businesses shouldn’t try to outrank industry leaders but should try to find another keyword or keyword variation that is relevant for their audiences but isn’t heavily fought for in the SERPs, and then work to become the go-to on that topic with high-quality engaging content.

Attract website visitors

Now that we’ve targeted your audience, i.e. got your content in front of your target market, we need to make sure that they follow through to your website. We need to attract and engage them.

To attract them we need to know what motivates your target market.

At the heart of your online business is one main goal – to motivate your customers to respond in the way you want them to.

If this task is not accomplished, it does not matter how unique your brand or marketing mix is. You want your customers to see your marketing asset (blog, ad, social media post, SERP result, etc) and then take action. How do you make them take action?

Use your web statistics

Both current and historical web statistics of your site are a good starting point for determining what your user wants.

Knowing your target audience will help you to communicate your value proposition in a way that speaks to them.

Learn more on how you can use Google Analytics to provide metrics and statistics.

Provide an authentic user experience

So, we know that It is crucial for the success of any marketing campaign to know as much as possible about the target audience.

The more you know about…

  • Their buying patterns
  • Expressed preferences
  • Possible influencers that trigger buying in them
  • Reactions to advertising and marketing

… the better.

But once you’ve gathered this info, you have to leverage it to attract those visitors.

Incorporate what you know about your visitors’ behaviour to strategically improve every touchpoint in your users’ experience with your company.

Basing your online efforts in user behaviour data will allow you to connect with visitors on a new level and optimise your conversion rates.

Building a trustworthy and relevant online presence is key to providing an authentic experience.

This means having consistent branding at all touchpoints, creating lifestyle affinity with social media, showing your subject authority by posting regular, high quality content, and critically, having a high functioning website that will combine the branding aspects of user experience with a seamless technical experience.

That means optimising elements of your website with tools such as:

  • Page Speed Optimisation
  • Technical SEO
  • Information Architecture
  • Website Maintenance

Provide the Content they Want

Good content is key to engaging your target audience.

We spend so much time on the internet that we have been accustomed to filtering out a lot of what we see, we’re pros at scrolling and scrolling without seeing much. This makes it vital to the health of your website to produce content that you know will catch the attention of your target audience and stop them from scrolling on past.

So how do you create good content?

  • Tailor your content to your audience. Depending on the demographics of your target market, you may be dealing with multiple audiences. In terms of social media alone, the older members of your market may use Facebook whereas maybe the younger users are more likely to be found on Twitter. Understand where each audience is most likely to come across your content and what type of content they will engage with their.
  • Adapt your style of communication for each audience but always keep your branding strong. Just like as people, we don’t speak to our colleagues the way we speak to our friends, but we always remain the same person, as a business you should adapt your style of communication to suit your audience but keep your branding consistent.
  • Bring it all together on your website. Your branding should shine through on your website, as it is your business’ online home. No matter what content lead your visitors to your website, your voice should be recognisable to everyone.

Answering the questions in this guide will help you understand your ultimate goal in a clear way and, most importantly, you will be in a much better position to optimize your site.

Incorporating research and data into your decision-making process will help you to attract targeted visitors, building you a lasting online presence and maximising your online success.

If you would like to learn more, get in contact with us for a site audit or a quick chat!

Recent posts
Read Article
Local Citation Building
Why Citation Building Is Fundamental to Local SEO Ranking

Citations are mentions of your business on the web. They are how internet users come across your business’ information and ultimately, get in contact with you. To start attracting high converting local visitors, it’s imperative that the information your citations provide is accurate. It is estimated that half of all searches have local intent and […]

Read Article
Content Is No Longer King
Google Reducing Webpage Crawl Rate as Content Is No Longer King

Is Google reducing webpage crawl rate to save resources? Or is there a much worse scenario coming? Is Google no longer hungry for content? Is content no longer king? I’m afraid it’s the scenario many have been dreading. What is the actual reason behind this decision? Ever since 1998 Google was desperate for high-quality content […]

Read Article
Local Landing Page
Local Landing Pages: A Complete Guide

Optimising your online presence with Local SEO has far-reaching benefits. It helps your business attract a target audience of local clients and boost your visibility, traffic and revenue through local landing pages. It’s 2022 already and advice that Matt Cuts outlined in his 2010 blog post is still valid: If your company has a bunch […]

Read Article
eCommerce Website Design
E-Commerce Website Design: Our Go-To Guide

Have you ever wanted to design an e-commerce website? Perhaps you already have but you’re not happy with the results. Either way, in our go-to guide to e-commerce website design, we use our experience and e-commerce expertise to help you follow a proper website design process. We also hope to help you from falling into […]

Read Article
eCommerce Strategies
Digital Marketing Strategies: Increase eCommerce Sales in 2022

eCommerce trends are exactly that: they are patterns and waves that trend and then vanish. To truly achieve a sustainable, valuable consumer market, it’s vital that your business locks down the fundamentals of a strong foundation that will ensure eCommerce customers return time and again. Over time, this will help to transform your business from […]

Read Article
Google Analytics
Google Analytics for Beginners

Is the thought of Google Analytics (GA) overwhelming for you? Don’t worry, many people are intimidated by thought of web analytics but once you get stuck in, you’ll quickly get the hang of Google Analytics’ easy-to-use interface. In this guide we will cover the following so that you can have a better understanding of how […]

Read Article
Email Marketing
How to Implement Keywords for Search Engine Optimization

Keywords. The key word in Search Engine Optimisation. If you’re active in online and digital marketing, then most likely, you’ve already come across keywords. Read any SEO blog and it will tell you all about the importance of doing keyword research, how and why to target specific keywords, the dangers of keyword stuffing, etc. So […]

Read Article
Schema Markup SEO
How to Use Schema Markup for SEO

Schema Markup offers businesses and all website owners a huge opportunity to boost their organic traffic, drive conversions and see real results from their Technical SEO efforts. Unfortunately, the technical nature of this SEO tool puts many people off. We’ve put together this guide to help you get to grips with the key terms and […]

Read Article
Affiliate Marketing
Successful Pay Per Click Campaign in a Nutshell

Pay per click advertising (or simply PPC) is an online marketing term that refers to online advertising schemes, like Google AdWords or Facebook Ads. PPC tools only charge you if your ad is clicked, and visitors are redirected to your website. The beauty of a pay per click campaign lies in its simplicity and cost […]

Read Article
Content Marketing
SEO Starter Guide

When it comes to SEO, there are a lot of acronyms and terms thrown about by digital marketers like it’s second nature, but to the ordinary person, it might just feel like you’ve been transported to some other dimension where English doesn’t sound like English anymore.  If you’re diving into the world of SEO for […]

Read Article
Google SEO Tools
Google SEO Tools

People browse the World Wide Web to get all sorts of information. As you are no doubt well aware, one of the easiest ways to get information is by using Google. By using this search engine, Internet users can collect specific information in a matter of seconds. On the other hand, e-business owners and Internet […]

Read Article
Targeted Website Visitors
Attracting a Target Audience

The World Wide Web has produced a brand new breed of buyers. 21st-century buyers are experienced, independent and well informed. But they are more overwhelmed with competing demands for both time and attention than they were ever before in history. So how do you make sure that these buyers choose you? The internet is a […]

Read Article
eCommerce Business
How to Start an eCommerce Business in the 2022 Online Jungle

Starting an eCommerce business can be a daunting task, especially if your particular market is over-saturated, but with what there is to be gained from stepping forth into the wonderful world of eCommerce, don’t let it deter you. Earlier, it was reported that eCommerce sales were on track to hit $4.2 trillion in sales, with […]

Read Article
Local Global Network
Local SEO vs Global SEO: Difference & Strategies

Local SEO vs Global SEO. So you know there’s a difference, but what is it exactly? And now that you mention it, how do the strategies differ for both? In this tell-all article, we aim to dispel the myths surrounding both local and global SEO. We do this by outlining the following: The differences between […]

Read Article
Advantages
Top 10 Benefits of SEO

Are you wondering what the real benefits of SEO are over other digital marketing channels? Can somebody please explain what all the fuss is about? Scratching your head as why you should bother with an SEO strategy? Let us set the record straight and show you why SEO should be central to any high-level digital marketing strategy. Hold on […]

Read Article
SEO for Dummies
SEO for Dummies: The Beginners Guide to Success

Are you looking for a complete guide to SEO for dummies? Are you looking to improve your SEO and reach new customers? Not sure where to start? You’ve come to the right place! We at Fat Fish Marketing are Search Engine Optimization experts and want to help YOU achieve SEO success. So sit back and […]

Read Article
Finding digital marketing agency
Why Is It So Hard to Find Good People in Digital?

This is a question we get asked from time to time by those we know. How do you find good people in digital marketing? You see in the digital marketing world there is a fundamental flaw. You can apply a simple flow to it. If you want someone with experience and they have learned how […]

Read Article
SEO vs Design Driven
SEO Driven vs Design Driven Approach: Who Wins?

With a lot of people saying SEO is dead. We find it interesting to see the confusion in the market by what this means. It is not that SEO is dead per say. It is that it has become the background principle that if everyone is not working towards that culture as a team digitally. […]

Leave a comment

Your email address will not be published.

Work With Us!

Are you ready to take the next step in your organic and digital growth journey?

Make the best choice you’ve ever made for your online and search marketing and get in touch!

Work with one of the best up and coming SEO companies in the UK and take your business to the next level.

Most agencies aim to extract value from their clients for themselves, we aim to provide amazing value for our clients. If you’re tired of contractors overpromising and underdelivering, take the plunge with Fat Fish Marketing. We know we won’t disappoint.

    Services are uou interested in: