The landing page is pivotal in your SEO strategies, but it's often one of the weakest pages on business' sites. For starters, most companies fail to recognize that a landing page is not a service page, an 'about us page, or a blog post. It also isn't a place to showcase everything they do, brag about how great they are, or employ overused buzzwords to get people to provide their contact information.
A landing page is actually a designated space to market a particular product or service separate from the rest of the website. It acts independently and serves a form similar to that of a brochure or pamphlet. But that does not mean it should simply be thrown together with some advertising jargon and tossed at people with the off hope they'll be wowed enough to convert.
When you understand your audience, you know how to write for them. This means no second-guesses or shots in the dark about what may or may not turn a visitor into a lead. It means making a real connection instead of feigning a personality to come off as relatable. As a marketer, you know research matters. But how do you apply what you've gathered about your audience and turn it into meaningful solutions for your landing pages?
The Need for Demographics
The worst thing you can ever do as a marketer is not researched your audience. Whether it's your personal clients or their customers, you need to know exactly who they're targeting as well as who's actually responding to their current strategy. One common oversight marketers make is solely focusing on who they want to attract, thus negating those who are actually engaging with their clients' content.
By assessing the demographics that make up the current audience, you can either draw parallels, rethink your target market or revise your content to be more aligned with your goals. The basic demographics are simple facts that help you narrow down your audience into a specific group of people. Broad demographic tags include:
You might think that this data alone is enough to make a killer landing page, but you'd be wrong. Although you can definitely put together something personal and likely to convert, you can take things a step further by segmenting your audience using psychology principles.
What Is Psychographic Segmentation?
Psychological traits, like someone's interests, personality, personal beliefs, and values, comprise their psychographics. These are the things most marketers and business owners tend to guess because the information isn't readily available just by looking at typical marketing statistics. Even with a great CRM or analytics practice, you aren't going to know that the 25-35-year-old women in Colorado looking at your page are spiritually minded or passionate about environmentalism.
Instead, you gather this data through things like community management/engagement, polls, and surveys. When you test your audience for certain values, likes, and dislikes, it becomes easier to craft landing page content that feels fresh and relevant to them. Then, you can run separate campaigns for your segments that lead to higher conversion rates for less advertising costs.
Let's imagine a group for an eCommerce store that primarily sells to moms in California. A simple psycho-demographic to test would be whether they like cooking or don't like cooking. The landing page for a mom who is all about cooking homemade meals with only the freshest, organic ingredients will differ from one geared toward a mom who works full-time and values nutrition as much as convenience.
Psychographic segmentation even allows you to break down your audience based on personality type. Introversion and extroversion run on a spectrum, and those who lean more on one side or the other tend to have different expressions of the same shared values. Recognizing this can transform the way you write toward each audience and even influence what types of services you choose to market toward them.
How Do You Start the Research?
Implement surveys, polls, and A/B test content based on the psychographics you want to gather. You should also have a CRM in place that measures the performance of your landing pages and helps you keep track of new leads and conversions. If you aren't using a CRM platform to keep track of your landing pages, then you're missing out on vital information.
CRMs can be expensive, especially if you manage marketing for multiple clients. The good news is that you can finance one easily with the help of a credit card or personal loan. Explore low APR personal loans now from private lenders who help marketers as you stay at the top of their game with the best tools in the industry.
Conducting psychographic research takes time, and it can be time-consuming. But the effort you put into gathering more accurate details on your audience will allow you to continually segment them more efficiently in the future. Greater segments also lead to more powerful content, which boosts conversions and customer satisfaction.
