For a moment, think of yourself as a landscaper. If you happen to blog about your work, you would write about techniques on creating a beautiful garden and how to leverage the available land that homeowners use. When it comes time to promote that content, what target audience would you reach out to? The first idea that comes to mind is that you would contact other landscapers. Seems obvious, right? How else would you get the word out about your business if you do not reach out to others who share the same interests?
However, think back to the nature of your business. You are a landscaper? Who are you writing your content for? You are absolutely not writing it for other landscapers. You are writing it for homeowners who are looking to discover how to upkeep their property. That is your target audience.
Blog Trackr’s goal is to show you how to tighten that target audience even further in order to better reach an audience who is curious or passionate about your blog.
Begin with Analytics
In order to start crafting your audience’s persona, you need to begin with analytical software. Google Analytics provides the best option based on the sheer data that it provides.
Google Analytics enables bloggers to discover what websites their audience is coming from. This knowledge provides bloggers the ability to post more frequently or advertise on particularly sites.
Analytics also can tell you where your audience is located geographically and what times they access your site. This knowledge can help you schedule posts that gets the most eyes on your blog.
Finally, Analytics also gives you insights into which posts get viewed the most often. Once you see what posts generate the most traffic, you can devote more of your time to articles that get the most views and spend less time on others.
Social media also provides helpful analytical tools such as Facebook Insights which tracks the age, gender, location and other demographics necessary to craft the ideal audience persona.
Conduct Market Research
Once you look at the numbers, you need to conduct market research.
There are many techniques that encompass this category of finding your audience. The first is to utilize keyword research tools to discover the words for ideal search engine optimization (SEO) results. Google and Bing offer research tools while LongTail Pro and Market Samurai offer more advanced SEO software platforms.
In addition to researching keywords, you can also scan your competitors analyzing what topics they cover, what content works best and what comments their articles produce.
Finally, you can conduct market research of your own through direct feedback with polls on your site or questions via social media.
Compose Audience Personas
After conducting market research, the next step is to come up with an audience persona for the people reading your blog.
Audience personas consist of answering the five W’s: who, what, when, where and why. However, the best audience personas go beyond these questions. With analytics and market research, you can also compose personas based on gender, personality, family life, job status, location, income and needs and other factors.
These personas can allow you to tailor your content specifically to them and reach out to individuals like this for feedback and discovering what kind of content they want to read.
Why do you need to create these audience personas? It is far easier to maintain the same members rather than attract new ones to your blog. If your blog is obsessed over a single subject, it can limit how many people you reach, but if it dives into multiple topics or produces varied content, it can enable your target audience to have a unified identity. This unity can grow over time as your audience shares your content with a wider community.
Create Compelling Content
After you write your audience personas, ensure you write your content in a journalistic style that anyone can understand.
Finally, ensure that your content provides too much detail rather than not enough. Being thorough leaves the reader with certainty about what you are trying to communicate.
Rinse and Repeat
One of the best aspects of blog writing is that there are many types of people who view your site. Every time you notice a different contingent of readers, sit down and go through this process to ensure that you maintain that new audience. You can never have too few audience personas if you work hard enough!
Obviously, this post is not enough to capture the unique craft of finding an audience and writing audience personas.