Martin Walker

Understanding your target customers for successful online lead generation

It’s your business, and of course you know who you are selling to. This may be the case, but put your preconceptions aside and take a fresh look at your customer data – you may be surprised what you find.

This blog is a series of five posts that focus on accelerating your lead generation strategy. In this article, we walk you through the process to help you understand exactly who your customers are.

Getting to know them
Can you describe the people who buy your product or service? Do you understand why they buy from your company? To implement a successful lead generation strategy, you must first build a picture of exactly who your customers are. This is not a process of collecting all the information you can for the sake of it, but thinking about the key information you need to know about your customers. This might include understanding their pain points, their day-to-day business challenges, and which information sources they value the most. You may find that you already have this information in your CRM system, so make sure you review your existing customer data before you start the process.

Where are they coming from?
Google Analytics is a very powerful tool that’s rarely used to its full potential. A good starting point is to establish which sources are generating the most referrals and what keywords people are using to arrive at your website, and then use this information to your advantage.

IP tracking goes a step further by using a company’s unique IP address to establish which company is visiting your website and where they have come from. You can then start using this information to add to your communications plan, for instance if you can see that a company is continually revisiting your pricing or services page, you can contact these people and ensure that they have all the information they need, while allaying any objections they may have about using your services.

Get customer feedback
If you don’t ask, you won’t find out. Getting feedback from existing clients is another very useful tactic to find more information about your ideal customer; you can use one of the free online tools like Survey Monkey to ask direct questions, such as which online publications they read, so you can target these websites with your valuable content and wider marketing activity.

Objections and decision process
Put yourself in your customers’ shoes and follow the purchasing process from the beginning. What’s your experience like? You may find there’s a lack of content that reassures prospects that you can deliver, therefore delaying or even preventing them from making a purchase. A great way to allay these fears is to develop case studies that your prospective customers can identify with, and reassure them that you can fulfill their expectations.

By understanding who you are selling to, and tailoring your website content accordingly, you can begin to implement a lead generation strategy that attracts your ideal customer and ultimately increases sales. For a more detailed discussion about creating a lead generation strategy for your business, contact Torpedo.

Keep a look out for part 2 of our lead generation series: 10 questions to ask when creating a buyer persona.

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