Some great ways to gather this information:<\/p>\n\n\n\n
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- Speak to your sales team \u2014 they talk to new clients every day of the week. They\u2019ll be able to answer most of these questions straight away<\/li>\n\n\n\n
- Send your existing customers a simple survey that covers these questions<\/li>\n\n\n\n
- Check Google Search Console to see what relevant queries are being asked (more on this below)<\/li>\n<\/ul>\n\n\n\n
This information all goes toward building a better picture of the audience you\u2019re trying to engage with.<\/p>\n\n\n\n
2. Determine what they\u2019re actually looking for<\/h2>\n\n\n\n
For this exercise, the usual demographic details are irrelevant. The only thing we care about is answering the question \u201cWhen someone visits our website, what exactly are they trying to find?\u201d Go beyond lazy answers like \u201cthe best price\u201d or \u201cthe best platform\u201d and answer the question properly. What are they really<\/i> trying to find?<\/p>\n\n\n\n
For example, price may be a factor but what they might really be looking for is a tool that takes repetitive, menial tasks off their plate so they can focus on important things. Maybe they need a platform with better reporting for those monthly meetings. It could even be that they\u2019re using one of your competitors but they need something that integrates with Quickbooks.<\/p>\n\n\n\n
Knowing how to accurately answer that question is difficult, so here are a few places to check:<\/p>\n\n\n\n
Look at your long-tail keywords<\/h3>\n\n\n\n
You already know your target keywords but when was the last time you thought about what those phrases represent? Looking at one of our clients, for example, broad keywords like \u201ccannabis software\u201d don\u2019t give us many clues. It\u2019s when you start to dig into those longtail terms that we can start to get a clearer picture.<\/p>\n\n\n\n
For example, \u201chow to start an edibles business<\/i>\u201d and \u201cdaily cycle counts and reconciliation of inventory variances<\/i>\u201d both give us different sets of clues around search intent. While the first one is clearly in the planning phase of a new business, the other is very specific and uses more advanced terminology.<\/p>\n\n\n\n
Before we get into what you can do with this information, let\u2019s go over the three best places to find this info for your brand.<\/p>\n\n\n\n
Check Google Search Console (GSC)<\/h4>\n\n\n\n
Click Search Results on the left side and you\u2019ll be presented with a sea of data about your website\u2019s performance in Google Search. We\u2019re interested in the table at the bottom. This table is a list of keywords people have actually used to find your product (or competitor product, if they didn\u2019t click on your site).<\/p>\n\n\n\n
![\"Screenshot](\"https:\/\/singularity.digital\/wp-content\/uploads\/2023\/08\/gsc-1024x720.jpg\")
<\/p>\n\n\n\nMake your way through this list of search queries, thinking about the intent of that search. <\/p>\n\n\n\n
Compare this against the ideal audience you\u2019ve identified from above.
Sticking with the example from above, their ideal audience is an established brand in the industry \u2014 new entities aren\u2019t a good fit for them so someone searching \u201chow to start an edible business\u201d is not on their radar. \u201cDaily cycle counts and reconciliation of inventory variances<\/i>\u201d, however, is. Their software and integrations mean they do an excellent job of delivering the very specific thing that almost 120 people are looking for every month.<\/p>\n\n\n\nKnowing the industry and looking at the language used in this search, we can infer that:<\/p>\n\n\n\n
- \n
- They’re an established brand in the industry
The fact they\u2019re using industry terminology and seeking better efficiency indicates that they\u2019re already set up and trying to improve what they have. New brands are generally trying to solve more rudimentary problems.<\/li>\n\n\n\n - They\u2019re already using the mandated software platforms at the very least
Cycle counts form part of mandatory compliance requirements in the US cannabis industry. Another signal that they\u2019re trying to improve their existing processes rather than forging new ones.<\/li>\n\n\n\n - They understand why a template and integration would be helpful
Inventory reconciliation is a time-consuming part of compliance in the industry \u2014 a frustration all operators deal with. They don\u2019t need to be sold on the fact that a more efficient process here would save them a lot of time and stress.<\/li>\n\n\n\n - They\u2019re actively seeking the solution this client provides
Since they\u2019ve gone out of their way to complete this Google search, they\u2019re actively looking to solve this problem right now. They\u2019re looking for the solution this client provides.<\/li>\n<\/ul>\n\n\n\n\n\n \nIs Your Content Driving Action?<\/h3>\n \n
Every visitor counts. Let\u2019s make sure your content gets the attention it deserves.<\/p>\n \n \n \n
- They’re an established brand in the industry