When your company is trying to figure out what consumers are looking for, oftentimes businesses take the wrong approach. It’s easy to get caught up in the super-logistical side of search engine rankings and analyzing what your audience is buying, rather than listening to them. So, before you start delving into the more brain-wracking ways of understanding your audience, here is what could be right in front of you.
Listen, listen and listen some more
As humans, we are more inclined to do more of the talking for others when conversing with them, rather than the more beneficial option: listening. So, before you assume you know what every customer is thinking, it’s vital to set aside time to hear what audiences are saying. For example, holding a focus group could be extremely successful for your company. Give the group a topic to discuss and watch how the conversation unfolds. Or, have an individual meet-up with one of your key demographics or loyal audience members. Listen to their concerns and ask them open-ended questions on how your product, or company, can improve. By doing this, you are getting back to the essential roots of communication and avoiding the easy comforts of marketing applications. Because as we all know, with computers generating seemingly every bit of information we need, it becomes unnecessary to engage with individuals. But, the old days of door-to-door salesmen had it correct–they talked with their clients, rather than at them. This is why it’s key to listen more and assume less.
Watch what their searching
Going off of listening to audience members individually, it’s important to watch what your consumers are searching. Many times, search engines make what consumers are looking for seem straightforward. However, a search engine won’t be able to tell a professional what made the consumer skip over the three links before clicking on the fourth. By sitting with an individual as they search on the internet, you’ll be able to see what the gears in their head are processing. Have the person take you step by step through their thought process and have them explain why they are drawn to certain content over others. The personal information they share with you will be incredibly useful for your company and build a trustworthy relationship.
“People also ask”
The “people also ask” feature on Google’s search engine can provide great insight into what people are asking and want to know more about. This option will pop up when certain search engine phrases are typed up, to offer other related questions to the specific search phrase. The way to utilize this would be to search a popular phrase that might involve your product. When the “people also ask” option appears, click on it. Boom! You have a list of real consumer questions that deal with your business, or product, that you can effectively use on your website. Rather than having people click-through your website, they can linger longer as you have addressed their actual questions. They will leave your website feeling less frustrated and more connected to: aka, the foundation for a loyal audience member.
Have more tips on how to connect with audiences better? Share your advice below in the comments!