Jonathan Leger – SEO And Internet Marketing Blog Internet Marketing Blog


Earn More By Selling to Fewer People

I hope you're having a wonderful, successful day. If not, maybe we can seek some improvement together.

To that end, let me ask you a question:

Do you know who your customers are?

I mean, do you REALLY know who they are. Do you know what kind of people they are, what their goals and interests are? Do you know if they're mostly male or female, married or single, have children or childless? Or do you know for a fact that none of those things matter in your particular market?

You need to know, because if you don't, you're wasting A LOT of money and resources advertising to people who don't need what you're selling.

When we think of targeting customers, we often think about what keywords we try to rank for in Google. So let's start with that.

Here's a really big, generic example:

Let's say you're selling life insurance to people in Charlotte, North Carolina. What keywords would you want to rank for in the search engines (or bid on in their advertising networks)?

It would be GREAT to rank #1 for "life insurance", but well, you only offer life insurance to a small group of people in a specific location. So 99% of the people coming to your site would leave without getting what they were after.

And let me tell you something--to maintain a #1 ranking for a set of keywords like "life insurance" would require a HUGE investment of time and money. Despite what Google would like you to think, the "best" sites aren't the ones that rank #1 for commercial keywords -- it's the guys putting the most resources and proper SEO know-how into their rankings.

And if you're thinking of bidding on "life insurance" as your keywords in AdWords, the suggested bid is more than $43 PER CLICK. Ouch!

So you would be spending this enormous amount of energy and money with less return than you need... all because you're targeting the wrong people.

On the flip side, you could rank for "life insurance charlotte nc" with very little effort in comparison, and EVERY visitor who came through to your site would need exactly what you're selling.

See how this works? Thinking big is great, but you have to be able to offer big, too. If you're not there yet, you're much better off razor targeting your customers.

Now, choosing what keywords to rank for or bid on is important, but it isn't the only time you need to think about who your customers are.

Every time you write an article or a blog post to add to your site, you need to carefully think about who you're writing for. The same is true for every article you distribute, or guest blog post you submit to someone else's site.

Distributing a massive amount of content without targeting each article to your specific customer is the same as ranking for very broad, high traffic keywords when you only sell to a tiny part of that market. You might get a lot of traffic, but your conversion rate and sales won't cover your investment.

So ask yourself: Who EXACTLY are you trying to reach? Why do you want to reach THEM? What problem are you tying to solve for those particular people? Your content and sales copy needs to be crafted to appeal to those people, because they're your buyers.

This is important for a number of reasons: First, it helps your articles to rank for the proper keywords that will draw in your buyers. More than that, though, it really preps the potential customer for the offer that you're about to make to them.

It just doesn't matter how good your writing style or sales pitch is if you've got the wrong people landing on the page. It's better to have 100 targeted potential customers reading your pitch than 10,000 people who are only marginally interested in what you have to offer.

So before you ever sit down to write an article, or create your ad copy, or decide on what keywords to target your site to rank for, ask yourself: Who are my customers, really?

You can know how well you're succeeding by tracking the bounce rate of your pages. That is, how many people are landing on your page and immediately going away without browsing around or buying or otherwise interacting with your site? A good traffic analysis script (or Google Analytics) will tell you what your bounce rate is. If it's really high then you're probably targeting too broadly, wasting time and money on getting traffic that will never convert into sales.

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