In today’s competitive environment, it’s important to take audience research seriously. This isn’t a matter of “gut instinct” or what feels right—it’s about understanding your audience and catering to their needs through specific copy and imagery.
The key to converting visits on your landing page is audience research. In this article, we’ll talk about the different methods that can be used for audience research as well as how you can use this knowledge when building a successful landing page.
Qualitative and quantitative methods for audience research
In audience research, there are two main methods: qualitative and quantitative. Qualitative audience research is a method for understanding how things work by examining them in detail. It’s often used to understand people’s motivations or opinions on certain topics—like the ones that influence buying decisions on your website. This type of audience research can be done through surveys, focus groups, interviews, and even social media monitoring tools! Quantitative audience research focuses more on counting numbers instead of asking questions; it looks at data like demographics (age group), job titles, income levels/earnings per year/monthly spending habits etc., online behavior (or what pages they visited before coming to yours). There are many ways to collect this information including analytics software.
Methods Of Audience Research
Methods of audience research often confuse the novice internet marketer. It is generally agreed upon by all industry insiders that there are three major methods of gathering audience information. These include:
- using pay-per-click (PPC) advertising;
- building your own mailing list;
- conducting surveys among others.
Let’s explore each one in detail.
One of the most popular ways of gaining audience data is through PPC advertising. With the help of PPC, you can easily gather demographics and profile the audience. The basic advantage of this approach is that you are able to test and measure the effectiveness of your ad. You can also choose the appropriate keywords and set up matching ads accordingly. However, if you have not done your demographic data correctly, then PPC might just be a waste of money.
Landing Pages audience research via Mailing List
Building Your Mailing List Another popular option for audience research is through building your own mailing list. Although this option can prove to be extremely cost-effective, it is also prone to mistakes and miscalculations. As with any other form of advertising, it is important to focus group your audience. In this method, you are required to send out questionnaires to potential customers. The best part about this method is that you can receive feedback from potential customers within 24 hours of sending out the questionnaire. This is the fastest way to obtain vital demographic information on the basis of which you can make effective decisions about your marketing strategies.
Survey Websites Another good option for research audiences is to use various websites that allow you to invite audience members to participate in focus groups. If you can gather enough information through focus groups, then you can then estimate the demographics of your audience and plan out your next marketing strategy accordingly. It is worth noting that not all Internet marketing companies provide the facility of invitation-based questionnaires on their website.
Communication with the audience
Press Releases and Public Speaking Another tried-and-tested method of audience research is through using press releases and public speaking to get information about your target audience. Both of these methods are often employed by media producers who want to get first-hand information from their target audience. It is important to note that, although both these methods have their own benefits, it is advisable to use one or the other depending on the nature of the product or service that you wish to promote. If you are launching a music band’s CD, you can surely opt for a press release and public speaking and combine the two to get maximum exposure.
Methods of audience research: advertisement
Pop-up Ads Another powerful way of collecting information about your audience is to create your own webpage and create a link to your website from it. However, you must ensure that your landing page has all the necessary elements such as an:
- Search Engine Optimization;
- Contact Information;
A pop-up ad may also help you in gaining valuable market insights, but it should be used properly to get maximum benefits.
Use Google tools
Google Analytics: You can also use Google Analytics to get comprehensive information about your target audience. Google Analytics is a free tool provided by Google which is absolutely essential if you wish to conduct effective audience research. It contains a free version of the Audience Performance Metrics report which provides you with complete statistics on your audience, keywords, and web pages. The free version of Google Analytics does not provide you with any of the advanced statistics such as segmentation.
Segment your potential customers
Segmentation: Apart from getting data on audience characteristics such as age, gender, location, and race, it is very important to analyze how your audience uses different media to reach your product/service. For example, some of the most popular mediums used to reach your products include TV, newspapers, magazines, websites, etc. Proper segmentation will help you understand the audience’s psychology, the factors that influence buying behavior, and so on. Finally, conducting quality audience research will give you the insight you need to design marketing campaigns that are successful and attractive enough to convert prospective buyers into actual users and ultimately subscribers and promoters of your business.
She brings more than 15 year experience writing for many different companies, including blogs, newspapers, ebooks and more another. She is a journalist who puts technology at its core to tell compelling stories. These stories keep funders and prospects engaged and want more.