Writing For Your Audience is Key – Small Business Marketing Tips Friday Episode 6

In this week’s Small Business Marketing Tips Friday we talk about writing for your audience. This is a task often forgotten my content creators as the plan, write and market their content to the big bad world.

Believe me, I know why so many forget. The sheer amount of work that goes into crafting content can leave you consumed and overwhelmed at the same time. Especially if we’re talking about a 4000+ article.

In the video, I suggest using both Google Analytics and Twitter Analytics to find your buyer persona. This is a way of finding out everything you can about your reader and potential purchaser of your product or service.

It’s the time to build your “client persona”, sometimes referred to as “buyer persona”. This is a fictional representation of who your ideal client is after real data market research.

The easiest way to do this is install Google analytics (GA – if it’s not already installed) and follow the instructions below. I talked a little about this in our local SEO audit guide.

Note: If you have only recently installed GA, then you may need to wait a few weeks before you can start to analyse any of the data, unfortunately.

Using Google Analytics To Find Your Buyer Persona

Start off by opening Google Analytics, navigate to Acquisition > Search Console > Queries. If you haven’t done so already, you will need to click the button “Set up Search Console data sharing”, then choose which webmaster tools account you want to link to and match your Google Analytics profile. That’s it…

 

finding keywords with google analytics

If you need any extra instructions, you can try Google instructions.

This sneaky little hack allows you to show the exact keyword searches that brought your visitors to your website over a long period of time.

Now, don’t worry if there aren’t that many keywords listed (it will show as “not provided”), the data that it does show, should be enough to get you started.

If you have excel or Google sheets, copy that data into a spreadsheet, since we need to edit it later on.

Using Twitter Analytics To Find Your Buyer Persona

There aren’t that many companies that concentrate on their clients when producing content. For that reason, we make it our mission to encourage clients to place them front and centre.

So how else do we do that?

We take a look at the Twitter account in more detail. Specifically, Twitter Analytics.

twitter+analyitics - click on profile pic

Clicking on your profile allows you to access all of your Twitter settings. Whenever we take on a new client, this is the first place we navigate to.

twitter+anaylitics-select analytics

Once you have clicked on your profile picture, you need to scroll down and select the “Analytics” tab.

This tab will show you everything you need to know about the account from analytics to advertising.

twitter analytics - click on audiences
Once on this screen, you need to click on the “Audiences” tab to find out more valuable information about your followers.

twitter analytics - concentrate on 3 tabs

There are several tabs. However, there are only 3 tabs we’re interested in. The “overview”, “demographics” and “Lifestyle”.

The Overview Tab

This tab gives you information like:

  • Top interests of your followers such as tech, marketing, leadership etc
  • Gender (one of the most important stats)
  • Household income stats
  • Occupation
  • Net worth (Estimated net worth)
  • Consumer buying styles (buyer preferences)
  • Marital status
  • Education
  • Home ownership
  • Wireless carrier (what mobile network are they on)

Demographics Tab

This tab gives you information like:

  • Age
  • Languages (the language they speak)
  • Country
  • Home value
  • Region

Lifestyle Tab

This tab gives you information like:

  • Political party affiliation
  • TV genres

Final Thoughts

I can’t stress how important it is to know your clients’ buyer persona. Not only does this tell you what sort of content you should be producing. It also tells you who you’re producing content for.

Producing content in the wrong context will be a turnoff for those consuming your content. In fact, I’d even go so far as saying it’ll be a total waste of your time.

You may get people to your blog, video, image, infographic one time but you will never get return visits.

This harms both your content and SEO strategy all at once.

So what do you think? Are any of these hacks useful in your business? Have I missed any out and what is working for you right now?

I’d love to hear your thoughts.

About the Author Des Dreckett

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