You have a lot of customers.
Hundreds, thousands, perhaps millions (if you're lucky). The problem is finding them.
What do they do online? What sites do they visit? Who do they follow? What do they share? What are their pain points? These are all questions you need to be asking yourself as you try discovering your target audience.
Without answering those questions, marketing your product or service is going to be an arduous journey so best start by finding out where and how your potential customers spend their time online. These tools are meant to help you get started in finding your next batch of targeted customers.
I've broken them down into a few of categories to make it a little more organized for you: Social, Surveys, Traffic, Keywords, Forums and Content. Let's get started!
There are a lot of companies on the web producing content, but to me, these are the ones doing it the right way. If you have examples of other companies doing content right, please share in the comments or tweet them to me @scotaft.
is one of those rare, truly authentic companies. Not only did they recently reveal every single employee's salary
but they willingly reported the mistakes they made
when originally launching. People love hearing stories about their favorite products and even more about how they fail. Buffer has proven that they listen to the needs of their users and learn from their mistakes.
Interview target customers (not about your product)
, the ingenious creators of Basecamp, has a blog called Signal vs. Noise
. They often interview a company or a lean start-up that is bootstrapping their way to success. These companies aren't necessarily Basecamp
users but they are ideal customers. By showcasing those target customers, they will attract more target, like-minded customers to their content.
I think we can all agree that landing pages work best when they are laser-focused
When a visitor hits that page you want to give them the info they need quickly and then nudge them towards your conversion funnel.
Something I've noticed lately with landing pages (at least the good ones) is that they all have a hand-picked way of communicating. After looking at a handful of some of my favorite sites and companies I came up with 5 different strategies you can use to build your landing page copy, images and conversion strategy.
They are: Education, Emotion, Lifestyle, Features, and Social Proof.