Marketers have been inadvertently trying to sell to the wrong audience since Victorian times. It was then that John Wanamaker famously said “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” You’ll know this feeling if you’ve ever bought a particularly poor quality direct marketing list.
According to Pareto’s ‘80:20 rule’, 80% of your sales could come from 20% of your customers. Therefore, by targeting the 20% of your best potential customers, your business should become more effective and as a result, more profitable.
Define and target more of this 20% segment
To help you define the key characteristics of your ideal customer (those in the 20% segment), you can use our B2B profile checklist or consumer market checklist. This will help you to create a customer persona.
Why Google is so helpful
Invest a bit of time each month on Google Analytics to check that you’re talking to the right people.
Four particularly valuable things that Google Analytics will quickly tell you:
- Who the search engines are sending to your website, so you can see to what extent the demographics match your target audience.
- Where visitors are entering your website and how long they are staying there, so you know where to focus your marketing messages and calls-to-action.
- Where this website traffic is coming from, so you know what is working hardest for you.
- And from which channels, so you know where to focus your investment.
Gaining this insight really isn’t difficult. For more guidance watch the short video at the foot of any of the linked pages in the above four points.
And if you haven’t set up your Google Analytics dashboard yet, watch the how-to video here or search online for other options.