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Trying to speak to everyone means you’re not speaking to anyone. Before you can start selling, you need to have a clear idea of who your ideal customer is – that’s your target audience.
To do so, break down this audience by segments, including their demographics, geographic location, and behaviour. With your target market clearly identified, you can then ensure the content you deliver appeals to your audience.
Once you know who you’re speaking to, you need to determine what you want to say to them.
When communicating with your audience, whether via social media, email, or on your website, your messaging needs to be engaging. Where most businesses go wrong is focusing too much on ‘me’ or ‘we’ instead of speaking to their customers’ needs. Rather than chest-beating, make attention-grabbing statements that offer a solution or benefit to your audience.
Directing people to your website and receiving high traffic is great, but it isn’t an indicator of how well your site is truly performing. For quality results, your site should be generating leads, and if it’s not, it means your content lacks optimisation.
Having unoptimised content means you’re not giving your site visitors a reason to convert to a lead (eg. make an enquiry). It might be because there’s no simple method of getting in touch, they don’t know what action they’re supposed to take, or your site doesn’t promote the value of your business effectively. To rectify this, consider the user journey of a site visitor, and make simple adjustments to make sure they see the content you want them to.
If you want something, you have to ask for it. Without an obvious call to action in your social post, email campaign, or webpage, your prospective client is not going to know what you want from them.
Nurture your potential customer by telling them exactly what they should do, and simplify the process even further by adding buttons and links that make the action easy to carry out. With a clear call to action in place, it’s the first step to turning a lead into a brand new client.
