Are You Speaking to Your Audience's Pain?
I thought I was addressing my audience's pain but recently I learned I was very wrong.
The Aquaponics niche is my passion and I wrongly thought I knew what people in this niche were looking for.
After doing some research into my audience I found a very interesting facts about what they are really looking for.
So let me explain. I am in the DIY Aquaponics niche. Those who want to build their own backyard aquaponics garden. So naturally my main keyword is 'DIY Aquaponics". I was addressing what I thought was their needs by focusing on the pluses of the Aquaponics gardening method.
When doing research into my audience I looked at where they spend their time, where they come from to visit my major competitor's site using my keyword and where they go after visiting the site. I was very surprised to find 57% of them come from and go to health related sites and read health magazines.
The penny dropped, the pain was finding quality food to improve or maintain their health. I had been addressing my audience with the qualities of my product rather than why they need to adapt Aquaponics to grow the best food for their health.
Let's move this onto real world result. I am running Bing advertising campaign which is reasonably successful, with click through rates if between 2 and 14% on various keywords. I am happy with this but I wasn't achieving an acceptable sign up rate.
I am sending them to one of my blogs from the ad, so I change the focus of my next blog from Aquaponics to GMO food. I changed the ad to direct it to the new blog. I was pleasantly surprised to find the sign up rate jumped by 200%.
Obviously my blog is now addressing the pain of my audience and they are keen to learn more, I am very excited and will keep focusing on this and see how much it improves conversions.
Hope you learned from this post. If anyone wants to know how to research their audience let me know.