3. Audience and target market

Who are you talking to? Where do they live and are they male or female, consumers/businesses, ages etc? Get your Audience and Target Market right and SEO success will follow

SEO Content Strategies: Where is my Audience

One thing we often find is the business owners and company directors are well aware of exactly who the target market is, and can easily break it down into segments.

However the number of websites that we see, that is obviously aimed at women, fashion websites, clothing etc. and yet are written more or less exclusively by male writers. Not only this but, the website will be black or grey and the content will concentrate on facts as opposed to relationship building. Click here for using the correct tone and language.

Men for men, women for women

“Women Write About Family, Men Write About War” Is more than just a catchy title, it actually makes a valid point that there is a difference between delivering a message to a female audience than a male audience.

There is also a difference in tone and voice when dealing with 50+ individuals or with communicating with the 25 and under market.

Whilst Google favours a more conversational tone see XYZ, it does not follow that selling large ticket items, or services that deliver within a new customers property will appreciate blog-style conversational content.

It would be a mistake, for example, to be too informal to the point the user no longer takes your services or products seriously.

The audience often falls into two categories

Current customer segmentation and ‘other’. Other customers are defined as a customer which the website is failing to either attract or convert.

Ignoring who you are trying to buy your product or service makes generating leads or sales from your website an uphill struggle.

On average getting the right message across in the right tone and voice is worth a 1% rise in conversions.

If your site is gaining traffic of 2000 unique visitors PCM and 2% are buying or enquiring; a 1% increase would be worth 240 additional leads/sales per annum.

Defining who your website is talking to helps VC answer question like:

  • What does a user need to know before purchasing
  • What do we want the user to do
  • What tone of voice do we use
  • How much is the user worth

Most businesses have a good idea of who their target audience is. However, for some reason, it is rarely reflected on their website.

Websites aimed at women will be written by men and websites aimed at professionals will be written too informally.

There is a balance. Fortunately, there is a host of data that VC can use to help shape and determine an audience. See analysing Google Analytics. Now you know who you are talking to are you going to talk AT them or to them?

Next: Voice & tone: Language and the use of words, what is your brand voice?

Last fact checked and updated on June 22, 2021

Last fact checked and updated on June 22, 2021