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.
Cheers Kev
Recent Comments
47
Thanks for sharing this great blog Kev, I think I learned a lot on it, I'm currently working on this subject,
Thanks for that lesson Kev.As you said its all about knowing where your audience is and what they are looking for and deliver it to them.Glad your sign up rate jumped up.Regards Roopesh
Actually, it is important to know not just your audiences but their pain. It is a solution to their pain point you have to address. Give them solutions to overcome that pain.
Cheers Kev
Hi Kev,
I've been wanting to research my audience but don't have a clue how to do it. At the same time, I want to grow my subscriber base but so far have not been very successful with Facebook ads linking to my landing page.
Would really appreciate if you could share how you research your audience,
Thanks,
Galen
Hi Galen, you can do it by yourself but it is much easier if you have some guidelines.
I follow a course by DigitalMarker called the Market Research Blueprint. It takes you through everything you need to do to research your audience and find their pain.
You have to pay for the course but I subscribe to their newsletter and the offer discounts regularly. I only paid $7 for this module.
It is called the digital marketer lab and they have lots of modules cover all different aspects of online marketing.
https://lab.digitalmarketer.com/lab/
Let me know if you are happy doing it with this course or if you would like to do it on your own. Perhaps I can help you
Cheers Kev
Many thanks for the link Kev!
I downloaded their Customer Avatar Worksheet & I'm blown away at the granularity of the sample avatar.
Just some questions before I buy the $7 module - is a survey kit of sorts? If it's a survey how will I find my subscribers?
Although I've got a landing page, a pop-up opt-in plus a side bar opt-in all of which will lead the reader to download my free lead magnet and subscribe to my mailing list, so far my success has been almost zilch - with a grand total of only 16 subscribers, half of whom are close personal friends so that makes only 8 real subscribers! Facebook ads have not been successful at all, sad to say.
Here's my website:
http://fitandhealthybeyond50.com/
My landing page can be accessed thru' the Download My Free eBook tab on the menu bar at the top.
Would appreciate your advice regarding what exactly is the $7 module about?
Thanks again!
Galen
I am not sure you will buy it directly at $7. It was offered to me at that price in an email. Check it out anyway.
The module is not just a survey, it is what they call and execution plan (EP). It consists of a full course to run you through targeting your audience.
Has videos, a downloadable worksheet and written lessons. Links to both free and paid tools to do your research. It is step-by-step, much like WA training where you do the tasks as you go,
There are about 30 EPs in what they call the LAB. You can subscribe for a monthly fee and have access to all them anytime you want and their Facebook group.
Ryan Diess is very professional and they have been around for a long time.
Subscribe to their newsletters and you will receive lots of valuable free tools and training videos.
Let me know how you go
Cheers Kev
Thanks for the detailed info Kev,
After I gave them my email details to download the Sample Customer Avatar Worksheet, it brought me to the sales page of the Market Research Blueprint - and it says the price is $7.
Is the Market Research Blueprint self-sufficient or do I have to subscribe to their LAB for $38 per month to access all the lessons for the Blueprint?
Cheers,
Galen
No do not subscribe to the lab unless you want access to all the other modules. You can get them individually as you need them and you will receive offers via the newsletter.
Let me know how you go.
Cheers Kev
You are welcome, good luck with your research and as I say, if you need help, message me.
Cheers kev
Sounds good Kev! Yes, I try to do that too. I address problems like your cat peeing on things (a huge problem if you love the cat and don't know how to fix it and are having your clothes or house ruined!). I also address problems like cats throwing up due to food allergies, what foods cause allergies and what to try.
My inspiration for the site was a supplement that keeps my cat from needing to have his teeth pulled due tooth and gum disease which is painful for the cat and very expensive for the human! It also treats bad breath in dogs and cats and prevents the need for sedation at the vet for teeth cleaning.
I try to remember to make my titles and keywords focused on those types of serious needs vs. wants. I also need to have some product review sites with the name of the product in them so people later in the purchase cycle looking for those specific products can find them when they search for reviews.
Jessica
Thanks for your comments Jessica. I have not considered reviewing products since I learned this. It is on my to-do-list now. Cheers Kev
I only have one or two posts with a product name in the title. Actually it is a brand name which makes a whole line of supplements for cats and dogs. I figure with the brand name I could capture people looking for reviews of any of the dog and cat products they make! I have not seen many searches for that term yet but my post is climbing the Google rankings so someday if it is at the top I should be able to profit from that!
I do recommend doing both. No reason not to!
Jessica
Let's hope it gets there quickly. My reviews are already in the palanning stages, Thanks again Cheers Kev
I took this conversation and thought about what I could do to address my customer's needs. I realized the first page they see when viewing my site on a phone is a link to the About Me page. I just added my picture to make it more personalized and also added internal links to my other posts addressing specific problems so they can see there are solutions offered right off the bat. We will see if this decreases my bounce rate!
pretty cool when you learn the secret isn't it? Features are great but if you can find out why their hair is on fire (the pain) you can offer a solution they can't resist because that pain probably bugs them all day long.
Yes, I learned a big lesson from this. Knowing just your audience is not enough, you need to know their pain and address it.
Cheers Kev
See more comments
Very interesting post. Research is the key
Research is definitely The key to finding your audience's needs. Cheers Kev