29 Proven Ways to Use Social Proof to Increase Your Conversions In 2019

All smart marketers know that adding social proof can increase your conversion rate. That’s why big brands like Amazon, WordPress, MailChimp, and just about every other company, use social proof on their site. In this guide, we’ll share 29 ways to use social proof to increase your conversions.

We’ll dive into the 29 social proof examples in just a bit, but first let’s explain what is social proof, and what are the different types of social proof that you can leverage to boost your website conversions?

What is Social Proof?

Definition of social proof:

Social proof is a psychological phenomenon where people conform to the actions of others under the assumption that those actions are reflective of the correct behavior.

Marketers use social proof as a tactic for conversion rate optimization by easing the minds of worried customers.

There’s no denying the power of social proof. Studies show nearly 70 percent of online consumers look at a product review prior to making a purchase.

Even more telling is the fact that product reviews are 12-times more trusted than product descriptions and sales copy from manufacturers.

In other words, consumers want proof from their peers and unbiased 3rd parties—not the brands selling the products.

The best way to understand social proof is by looking at some real-life social proof examples that you encounter on a daily basis…

  • Restaurants often have limited space in reception areas so that people waiting for a table will be forced to wait outside. This shows people passing by that the restaurant is in high demand. As a result, a passerby is more likely to visit the restaurant in the future.
  • Stores will often post pictures of celebrities who have shopped on the premises in order to subconsciously tell customers that high authority figures approve of their products and services.
  • Country clubs often require people to join a waitlist in order to obtain memberships. While waitlists are sometimes needed to prevent too many members from joining, the reality is that they’re frequently implemented to make clubs seem more exclusive.

As you can see, social proof is all around you. And while you’re often subject to social proof as a customer, it’s imperative that you begin to leverage it on your own website. When used effectively, social proof can drastically and swiftly improve online conversions.

Now that you understand the power of social proof, where do you find social proof to use for your website?

6 Types of Social Proof

There are 6 major types/sources of social proof. Start by leveraging the sources you already have, and then work to acquire more…

  1. Customers – social proof from your existing customers or users (e.g. testimonials or case studies).
  2. Experts – social proof from credible and esteemed experts in your industry (e.g. experts who exhibit the same behaviors that you want our visitors to).
  3. Celebrities – social proof from celebrities or other influencers (e.g. celebrities who have bought your product, or visited your establishment).
  4. Crowds – large numbers of people who provide social proof (e.g. “300,000+ websites use the OptinMonster lead generation software to get more email subscribers”).
  5. Friends – people who are friends of your users/website visitors (e.g. “50 of your friends like OptinMonster”).
  6. Certifications – a credible, 3rd party entity which certifies that you are a knowledgeable, high-quality or trustworthy source (e.g. “USDA Certified Organic”).

OK, now that you know the major types of social proof, let’s dive into 29 ways to use social proof to increase your website conversions.

29 Social Proof Examples to Increase Conversions

The question isn’t whether or not social proof will help you increase conversions, but rather which social proof strategies will you choose to leverage?

Below are 29 social proof strategies that you can start using in your business to increase your conversions and grow your sales.

1. Real-Time Stats

Showing the real-time stats of how many people are currently viewing the page, or how many customers are currently purchasing is not only a great form of social proof but it adds urgency into the mix as well.

For example, Hotels.com shows when a particular hotel was last booked in real time.

The more recent the last booking, the higher the perceived value of the hotel, and the quicker someone will want to book their stay before missing out!

A great tool to easily implement this is TrustPulse. This displays your most recent site activity in a small but attention-grabbing popup.

You can show purchases, registrations, signups, anything you want. You can even do these cool “on fire” notifications if something in your store is blowing up in popularity. These are great for leveraging FOMO (fear of missing out) on landing pages and checkouts.

Plus, TrustPulse takes less than 5 minutes to set up—from signup to live and running on your site. Not bad for social proof that’s proven to give you an instant increase to site conversions by up to 15%.

2. Customer Testimonials

Perhaps the most commonly used form of social proof is the customer testimonial. According to research done by Nielsen, 92% of people will trust a recommendation from a peer, and 70% of people will trust a recommendation from someone they don’t even know.

That’s why almost all big brands show customer testimonials on their website.

Amazon, the world’s largest online retailer, displays customer reviews and ratings on every product.

Freshbooks, a popular invoicing software for small businesses highlight why small businesses owners love their product. By doing this, they are targeting their testimonials directly at their audience:

On OptinMonster, aside from displaying testimonials throughout the site, we have a dedicated OptinMonster customer reviews page where we list our customers’ testimonials.

Customer reviews and testimonials can be displayed in a number of different formats as long as they highlight the value of your product through the voices of satisfied customers. In fact, according to one study, testimonials can increase conversions on sales pages by as much as 34 percent. The key is honing in on the testimonial format that’s best for your website.

3. Celebrity Endorsements

Celebrities and well-known industry experts are great resources when it comes to establishing authority and proving your value.

Depending on your brand, celebrity approval may come in the form of paid endorsements or even natural endorsements.

The former would refer to formal contracts where you pay a figure to represent your brand. This is what big corporation like Pepsi and Priceline do.

William Shatner earned $600 million by being a spokesperson of Priceline.

Natural celebrity endorsement refers to situations where an individual publicly approves of your brand/product of their own volition.

WPBeginner videos highlight industry experts who recommend the free WordPress video training.

4. Case Studies

While more formal in nature, case studies are often used to provide high authority social proof. Also referred to as longform social proof, case studies leverage the idea that customers perceive long, in-depth reviews as being more reputable than brief excerpts.

At OptinMonster, we have a dedicated Case Studies section where we highlight the success stories of our customers.

Shopify a popular eCommerce software on the web highlights their customer success stories as longform case studies.

5. Media Mentions

Has your product or brand ever been mentioned in the media? This would include magazine features, unsolicited reviews, TV segments, or podcast interviews. If possible, take excerpts from these media mentions and paste them on your website to establish authority.

This is what Freshbooks does on their homepage:

Another example of quoting press mentions can be seen by Markhor, a high-quality leather shoes maker.

An even simpler and less-invasive strategy is to simply integrate the logos of media outlets you’ve been featured in. At OptinMonster, we do this on our own homepage by including the words “Featured In,” followed by a handful of recognizable logos.

6. Customer Base

One extremely pervasive and effective social proof strategy is the use of client logos to prove positive adoption.

By showing users your existing customer base, you’re essentially telling them that your product offering is good enough for successful companies to use – so it must be good enough for them.

Basecamp does a great job of this by showing the number of companies that signed up last week along with the big companies that are using their platform.

Sendgrid a popular email marketing service displays the logo of their customers in their header and in the footer of their page.

7. Trust Seals

By adding trust seals on your checkout page, you can significantly boost your sales. Blue Fountain Media did a split-test, and they found that by adding a Verisign trust seal, their conversions increased by 42%.

There are tons of security seals you can add on your site such as Norton, McAfee, Better Business Bureau, etc. Baymard Institute conducted a study that showed which seals customers trust more:

8. Certifications and Badges

If your business has certain industry certifications or accreditations, you can proudly display these qualifications on your website.

Most certifying and accrediting organizations have badges or logos that can be freely displayed on your website. Some have even been shown to increase conversion rates by as much as 30 percent.

Pagely, a leading managed WordPress hosting provider, displays an Amazon Web Services Partner Badge in their website header.

Kristi Hines, a well-known freelance writer displays all of our certifications on her Hire Me page.

9. Platform Integrations

If your product or service integrates with third-party services, then one of the best social proof you can add is the logos of your integration partners. By doing this, you ultimately put your product in the company of credible and familiar brands.

At OptinMonster, we do this by displaying all of our email marketing service and platform integrations:

When someone shows up, they may not know who we are, but they’ve most definitely heard of MailChimp, AWeber, Infusionsoft, WordPress, Magento, Shopify, etc which adds credibility to our platform.

Baremetrics does it right in their header by stating that they’re an analytics and insights platform for the popular payment platform Stripe.

Adding third-party platform integration logos is one of the easiest ways to borrow social credibility.

10. Social Share Count

One really simple form of social proof that you can display on your site is the raw number of social shares.

Social share counts are most often used to provide social proof on blog posts.

However, you can also add social share counts to any page on your website, including landing pages and product pages.

11. Subscriber/User/Customer Count

Your subscriber, user or customer count is another valuable statistic that brings credibility to your brand.

MailChimp highlights that over 10 million people use MailChimp to send 600 million emails every day.

WordPress.com highlights that WordPress powers 25% of the internet. How can you say no to using WordPress after that! (Related: WordPress.com vs WordPress.org.)

Similarly, you can use any relevant statistics to get your point across.

Akismet, a popular comment spam filter for WordPress, highlights that they block over 7.5 million spam comments per hour.

Raw numbers simply convert!

12. Social Media Proof

As social media becomes more mainstream, brands are using social media statuses as social proof by highlighting what their customers are saying about them.

It doesn’t get more authentic than this.

Pagely displays user testimonials from Twitter on their site:

Campaign Monitor, another popular email marketing service displays tweet testimonials in the footer.

13. Ratings and Reviews

Did you know that 63% of consumers indicate that they are more likely to purchase from a site if it has product ratings and reviews?

Especially if you have an eCommerce store, you should be using ratings and reviews to increase conversions on your product pages.

14. Test Scores

Test scores from an independent, 3rd party source can be really helpful for easing a customer’s concerns.

For example, Google’s “Trusted Store” card provides a score based on criteria that are really important to shoppers in advance of making a purchase.

15. “Best Seller”

Simply showing customers which products are your “best sellers” works to increase conversions on those particular products.

A prospect who is thinking about purchasing may be on the fence, but when they see that it is a best seller then they will be much more likely to make the decision to purchase. That’s why Amazon calls out which products are their best sellers with an eye-catching “#1 Best Seller” banner.

16. “Customers also bought…”

Similarly, you can show prospects similar products that your customers bought along with the product they are currently viewing.

This is not just a tactic for cross-selling your products– it’s a form of social proof which inexplicitly states that other people are purchasing your products.

17. Customer Recommendations

A really powerful way to leverage your existing customers for social proof is by surveying them, and then stating the percent of customers who would buy your product again.

NakedWines does this by asking customers who bought a bottle of wine to give it a rating and state whether they would buy it again and then calculating the overall percentage.

A nice touch is the copy next to the product image which states, “89% of those who’ve tried it will buy it again, and we don’t blame them for doing so!”

18. Number of Orders

Simply sharing how many orders you’ve had, or how many times your product has been sold can make a huge difference in making even more sales.

Here’s an example from GoodReads. In the product description for this book by Dale Carnegie, they share that over 15 million copies have been sold.

15 million people can’t be wrong, right?

19. Ambassadors

To better leverage your customer reviews, you can allow customers to create a profile and become ambassadors of your brand.

This shows prospects that your product is so good that customers not only love it, but they promote it as well.

Sweaty Betty, a fitness apparel company, calls out their ambassadors on each of their product pages under the “Product reviews” section.

20. Popular Posts/Products

Showing off your popular posts or products proves that other people are interested in them, so why not place those in a prominent place on your website?

Here at OptinMonster, we place our popular posts in the sidebar.

John Lewis has a section for their top sellers on the homepage.

This is especially great for prospects who are looking to buy a gift for someone but aren’t sure exactly what to buy.

21. Customer Showcase

People love to be featured, so why not feature your happy customers as social proof? With a customer showcase, you can show off your customer’s creations, styles, or whatever they have been able to create or do as the result of your product.

For example, Modcloth has a style gallery where they allow customers to post photos of themselves wearing the products.

This is even more powerful than hiring professional models. After all, if their clothes make real customers look this great, then surely they will look great on anyone!

More Social Proof Tricks to Boost Your Conversions

So far, we’ve shared with you 21 different ways that you can use social proof on your website to increase your conversions. But we’re not done yet…

By combining social proof with other proven psychological principles, you can boost your conversions even more. Here are 8 more social proof tricks to keep up your sleeve when implementing any of the ideas above.

22. Use Social Proof with Photos

Just because your social proof is real doesn’t mean that people will believe it. So how do you convince them?

According to research, a good way to make people believe that your claims are true is by including photographs. We also know that people really like looking at human faces on the internet, and testimonials are more likely to be believed when they include a photograph of the person you are quoting.

Here’s an example from our testimonials page.

23. Use Social Proof with Similarity

According to the psychological principle of similarity, people tend to like other people who they perceive to be similar to themselves. Aristotle understood how similarity leads to liking and said in his Rhetoric:

“But since everything like and akin to oneself is pleasant, and since every man is himself more like and akin to himself than any one else is, it follows that all of us must be more or less fond of ourselves…That is why we are usually fond of our flatterers, [our lovers,] and honour; also of our children, for our children are our own work.”

So to increase the power of your social proof, use a source that is similar to your prospect. You can do this with your testimonials, case studies, and even your raw numbers. For example, “Join 10,000+ other marketers!”.

24. Use Social Proof with Stories

According to psychologists Christopher Chabris and Daniel Simons, stories and examples are more trustworthy than statistics because they stick in people’s minds, whereas raw numbers do not.

Stories are also very persuasive because we tend to imagine ourselves in the stories we hear.

In your case studies and testimonials, ask customers to describe their situation before as well as after your product. Really paint the picture of their problem, why they chose you, and how you helped them.

25. Use Social Proof with the Halo Effect

A cognitive bias known as the halo effect says that an observer’s overall impression of a person, company, brand or product actually influences their feelings about that entity’s character or properties.

In other words, if a person has positive feelings about another person, those positive feelings can cause ambiguous or neutral traits to also be viewed positively. You might describe them as seeing the person through “rose colored glasses”.

This phenomenon explains why influencers are so… well, influential! Since they have such a big reputation, people tend to assume that everything they say and associate themselves with must be trustworthy.

You can take advantage of this by getting influential people to say nice things about your brand or your product. Adding notable media mentions or big-name customers that you serve also uses the halo effect.

26. Don’t Use Negative Social Proof

Negative social proof is when you warn prospects about the dangers of missing out on your product, and supporting those claims with evidence of others who have also missed out.

Here are some examples of negative social proof:

  • “This year Americans will produce more litter and pollution than ever before.”
  • “Your heritage is being vandalized every day by theft losses of petrified wood of 14 tons a year.”
  • “4 Years ago, over 22 million single women did not vote.”

According to a study by psychologists Noah Goldstein and Steve Martin, this type of social proof does not work. In fact, it actually has the opposite effect.

The psychologists tested 3 different signs posted in the Arizona Petrified Forest to prevent theft of the petrified wood in the park. One sign used negative social proof. It read, “Many past visitors have removed the petrified wood from the park, destroying the natural state of the Petrified Forest.”

What they found was that this sign not only failed to reduce theft but actually tripled the amount of theft! Apparently, providing evidence that many other people were already stealing just made them more confident that stealing was “okay”.

So, don’t use negative social proof. It may be true, but it doesn’t work.

27. No Proof is Better than Low Proof?

If you only have a very low amount of social proof, it may be a good idea to eliminate it entirely.

The Visual Website Optimizer blog examined the use of social media buttons with low social share counts. After performing an A/B split test, they found that removing the buttons significantly increased conversions. Their theory is that low social proof actually hurts conversions because it makes your stuff (your blog posts, in this case) look unpopular.

Rand Fishkin also talks about the varying effectiveness of social proof. However, he points out that even small numbers can work if you get really specific about the source of those numbers, using the principle of similarity that we discussed back in trick #2.

The example he gives is “141 restaurants in Portland, Oregon use GetListed to manage their online listings and SEO.” Even though 141 restaurants isn’t a huge number, “restaurants in Portland, Oregon” is very specific. So if you are a restaurant in Portland, Oregon, then this specificity could be even more effective than a generic, “40,000 small businesses use GetListed.org” (despite the much larger number).

Still, you may be worried about sharing generic forms of social proof (like social shares on your blog posts), especially in the beginning when you don’t have large numbers to boast about yet. Well, one way that I’ve found to get the best of both worlds is with the Social Warfare WordPress plugin.

This plugin will allow you to use social sharing buttons on your site, but only show the actual social share counts after they reach a minimum number that you specify. Problem solved!

28. Use Social Proof with Urgency

Are you familiar with the FOMO (fear of missing out) concept? This concept basically says people are more likely to convert when they feel like they’re on the verge of missing out on a good deal or opportunity.

In terms of web design, this may look like incorporating a countdown ticker in your shopping cart feature or listing the number of remaining units you have left in stock.

Groupon uses FOMO marketing really well in their listing. Here’s an example of one:

We’ve also used urgency by adding a dynamic countdown timer to our pricing pages on several of our web properties. This has increased our conversions a ton.

Want a similar countdown timer for your website? Start using OptinMonster to convert website visitors into subscribers and customers.

You could combine a countdown timer like this with social proof, and see your conversions go through the roof!

Combining urgency with social proof is a win-win. See our article on how to use urgency to hack your conversion rate.

29. Use Social Proof with OptinMonster

At OptinMonster, we’re all about increasing your conversions.

When you use our lead generation software, you gain instant access to features like exit-intent technology, A/B split testing, page level targeting, and built-in analytics – all of which can help you turn meandering visitors into engaged customers.

Since we know the value of social proof, you can even add social proof inside your OptinMonster popups. Here’s an excellent example from our co-founder, Syed Balkhi: “From Zero to 330 Million – How I built one of the most popular YouTube channels in the world!”

So what are you waiting for? Get started with OptinMonster and increase your conversions today.

That’s it! Now it’s your turn. After reading this article, you’re ready to add social proof on your site and boost your conversions.

Choose one of the social proof examples above and add it to your site right now. Remember to track your conversion rates before and after, so you can do a case study of your own. Good luck!

The post 29 Proven Ways to Use Social Proof to Increase Your Conversions (Updated) appeared first on OptinMonster.

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Confirm the integrity of your data

Never before has there been a greater need for a reliable, holistic marketing measurement tool. In a world of fractured media and consumer interest, intense competitive pressure, and lightening-speed product innovation, the sheer volume of data that must be analyzed and the decisions that must be made demand a more evolved approach to attribution and decision making. This need for speed has brought into bright focus a mandate for reliable, consistent and valid data, and the potential for challenges when there are errors.

The attribution category has been evolving quickly over the past decade, and there are myriad options from which marketers can choose. Recent research conducted by Forrester suggests that leading marketers are adopting the newest and most advanced approach: Unified Measurement or Total Marketing Measurement models. This analysis combines the attributes of person-level measurement with the ability to measure traditional channels such as TV. Marketers who upgrade to and invest in novel solutions – financially and organizationally – can find a competitive advantage from smarter attribution.

The greatest of these instruments answer problems such as the optimal frequency and reach in and between channels and determine which messages and creative are best for which audiences. New advances in these products are providing even more granular insights concerning message sequencing, and next-best message decisioning based on specific audiences and multiple stages of their buying processes. The best of these solutions incorporate external and environmental circumstances such as weather, travel patterns and more. Furthermore, capabilities of today’s solutions produce insights in such a timely fashion that agile marketers can include those insights into active campaigns to drive massive performance gains, rather than waiting for weeks or months to see returns.

However while these attribution models have evolved a long way in recent years, there is one challenge that all must tackle: the need for reliable, consistent and valid data. Even the most advanced and powerful of these systems are dependent on the quality of the information they ingest. Incorrect or sub-par input will always produce the wrong outputs. Data quality and reliability have become a primary focus of marketing teams and the forward-thinking CMOs who lead them.

If the data are not accurate, it doesn’t matter what statistical methods or algorithms we apply, nor how much experience we have in interpreting data. If we start with imperfect data, we’ll end up with erroneous results. Basing decisions on a conclusion derived from flawed data can have costly consequences for marketers and their companies. Inaccurate data may inflate or give undue credit to a specific tactic. For example, a model may indicate that based on a media buy a television advertisement –usually one of the most expensive of our marketing efforts – was responsible for driving an increase in visitors to our website. But, if this ad failed to air, and there is inaccurate data in a media log, the team may wrongly reallocate budget to their television buy. This would be a costly mistake.

In fact, inaccurate data may be one of the leading causes of waste in advertising. These inaccuracies have become an epidemic that negatively impacts both advertisers and the consumers they are trying to reach. Google recently found that, due in large part to bad data, more than 56 percent of ad impressions never actually reach consumers, and Proxima estimates $37 billion of worldwide marketing budgets go to waste on poor digital performance. And that’s just digital. The loss for major players who market online and offline can be extensive, and it’s calling for a revolutionary new approach to data quality and reliability.

So, how accurate is your data? Do you know if there are gaps? Are there inconsistencies that may queer your results? Many of us put a great deal of trust in our data systems leaving us forgetting to ask these critical questions. You can’t just assume you have accurate data – now more than ever you must know you do. That may require some work up front, but the time you invest in ensuring accurate data will pay off in better decisions and other significant improvements. Putting in place, from the start and early in the process, steps and checks to ensure the timely and accurate reporting of data is key to avoiding costly mistakes down the road. Solving these problems early in your attribution efforts helps build confidence in the optimization decisions you’re making to drive higher return on investment and, perhaps more importantly, will help teams avoid taking costly missteps.

When it comes to attribution, it is especially critical to make sure the system you are relying on has a process for analyzing and ensuring that the data coming in is accurate.

Below are four key considerations, when working with your internal analytics staff, agencies, marketing team and attribution vendor, you can use to unlock more positive data input and validation to ensure accurate conclusions.

1. Develop a data delivery timetable

The entire team should have a clear understanding of when data will be available and, more importantly, by what date and or time every data set will arrive. Missing or unreported data may be the single most significant threat to drawing accurate conclusions. Like an assembly line, if data fails to show up on time, it will stop production for the entire factory. Fortunately, this may also be one of the easiest of the challenges to overcome. Step one is to conduct an audit of all the information you are currently using to make decisions. Map the agreed upon or expected delivery date for every source. If you receive a weekly feed of website visitors, on what day does it typically arrive? If your media agency sends a monthly reconciliation of ad spend and impressions, what is the deadline for its delivery?

Share these sources of information and the schedule of delivery with your attribution vendor. The vendor, in turn, should develop a dashboard and tiered system of response for data flow and reporting. For example, if data is flowing as expected, the dashboard may include a green light to indicate all is well. If the information is a little late, even just past the scheduled date but within a predefined window of time, the system should generate a reminder to the data provider or member of the team who is responsible for the data letting them know that there may be a problem. However, if data is still missing past a certain point, threatening the system’s ability to generate optimizations, for example, an alert should be sent to let the team know that action is needed.

2. Create standard templates for routinely reported data

You, members of your team, and your attribution partner need a clear understanding of what specific data is included in which report and in what formats. It would be a shame to go through the hard work of making sure your information is arriving on time only to find out that the data is incomplete or reported inconsistently. To use the assembly line analogy again, what good is it to make sure a part arrives on time if it’s the wrong part that’s delivered?

Like quality control or a modern-day retinal scan, the system should check to see if the report matches expected parameters. Do the record counts match the number of records you expected to receive? If data from May was expected, do the dates make sense? And, is all the information that should be in the report included? Are there missing data?

With this system in place, a well-configured attribution solution or analytics tool should be able to test incoming data for both its completeness and compliance with expected norms. If there are significant gaps in the data or if data deviates overmuch from an acceptable standard, the system can again automatically alert the team that there may be a problem.

3. Use previous data from the source to confirm new data

Your attribution provider should be able to use data previously reported from a source to help identify any errors or gaps in the system. For example, you can include in your data feed multiple weeks or months of previously reported data. This feed will produce one new set of data and three previous sets of overlapping data. If overlapping data does not match that will trigger an alert.

Now you’ll want to determine if the data makes sense. You want to see if new data is rational and consistent with that which was previously reported. This check is a crucial step in using previously published data to confirm the logic of more recent data reported.

Here, too, you can check for trends over time to see if data is consistent or if there are outliers. Depending on the specific types of media or performance being measured a set of particular logic tests should be developed. For example, is the price of media purchased within the range of what is typically paid? Is the reach and frequency per dollar of the media what was expected?

Leading providers of marketing attribution solutions are continually performing these checks to ensure data accuracy and consistent decision making. With these checks in place, the marketing attribution partner can diagnose any problems, and the team can act together to fix it. This technique has the added benefit of continuously updating information to make sure errors, or suspicious data, don’t linger to confound ultimate conclusions.

One note here that should be taken into account: outliers are not necessarily pieces of bad data. Consider outliers as pieces of information that have not yet been confirmed or refuted. It is a best practice to investigate outliers to understand their source, or hold them in your system to see if they’re not the beginnings of a new trend.

4. The benefit of getting information from multiple sources

Finally, there are tangible benefits to confirming data from multiple data sets. For example, does the information about a customer contained in your CRM conform with the information you may be getting from a source like Experian? Does data you’re receiving about media buys and air dates match the information you may be receiving from Sigma encoded monitoring?

Even companies that are analytics early adopters find themselves challenged to ensure the data upon which they rely is consistent, reliable and accurate. Marketers understand that they have to be gurus of data-driven decision making, but they can’t just blindly accept the data they are given.

Remember, as we have mentioned, despite the potential benefits of a modern attribution solution, erroneous data ensures their undoing. To be certain your process is working precisely, create a clear understanding of the data and work with a partner who can build an early warning system for any issues that arise. Ultimately, this upfront work ensures more accurate analysis and will help achieve the goal of improving your company’s marketing ROI.

As a very first step, since data may come from multiple departments inside the company and various agencies that support the team, develop a cross-functional steering committee consisting of representatives from analytics, marketing, finance, as well as digital and traditional media agencies; the steering committee should have a member of the team responsible for overall quality and flow. As a team, work together to set benchmarks for quality and meet regularly to discuss areas for improvement.

In this atmosphere of fragmented media and consumer (in)attentiveness, those who rely on data-driven decision-making will gain a real competitive advantage in the marketplace. Capacities of today’s solutions produce insights in such a timely fashion that the nimblest marketers can incorporate those insights into active campaigns to drive massive performance improvements, rather than waiting for weeks or months to see results. But the Achilles heel of any measurement system is the data upon which it relies on generating insight. All other things being equal, the better the data going in, the better the optimization recommendations coming out.

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4 Easy Ways Podcasters Can Use Email to Grow Their Audiences

As technology continues to improve, it’s never been easier to start a podcast.  But it's also never been harder to build an audience. Bringing in new listeners is no longer just about producing remarkable audio content. We have to find new ways to reach and engage listeners in an increasingly saturated industry.  That's why Hack the Entrepreneur has put a consistent emphasis on using email as an audience-building tool for the past four years. We use email automation to promote our new episodes, and we use our weekly newsletter to provide additional value to our listeners. Email has helped us garner 5,000,000+ podcast episode downloads, grow our listener base, build deeper connections with our audience, and get closer to our goal of helping 10,000 people start side hustles and live a lifestyle of their own design. But we're just one podcast in one market. Let’s take a look into how other podcasters are using email to grow their audiences. Related: The 30 Tips You Need to Know to Succeed with Email

Create conversations

Alistair Clay, of Famous Business, has a great technique that you can implement immediately: Replace your stagnant  stagnant “subscribe to my show on Apple Podcasts” call-to-action with a supercharged CTA that triggers action. Here's exactly how Clay does it: “My audience is made up of small business owners looking to get media attention. This is an urgent problem that they need solved fast. To help them, I offer to answer their burning questions immediately," explains Clay. "The only catch is they need to sign up to my email list and then hit reply! I call this a win/win/win situation. It gets them an answer fast, gets me a subscriber, and it also gives us a chance to make a deeper connection." Through email, Clay is offering quick, personalized advice — something that most other podcasters do not offer. His listeners get individual attention, which automatically inspires loyalty. They'll keep coming back to Clay, again and again. Then, Clay can continue to communicate with his listeners through email. Their interactions don't just end with a podcast episode. Related: How to Get Your First 50 Email Subscribers in 30 Days Clay also gains important insight from these Q&As. Their questions may help him come up with his next podcast episode or next product idea. "This one technique has been an essential element to the growth of my podcast," Clay says.

Do the extra legwork

In order to grow your audience from scratch, you need to put in the extra legwork in the beginning, according to Jane Ellen, of Glistening Particles. That's why Ellen solicits feedback via email as much as possible. “I’m Googling the heck out of the topic of each episode and sending direct emails to people who might be interested in the episode," explains Ellen. "My goal is to send 50 per episode. I have had people reply back – even one to be a guest!" It's not a long-term, scalable solution, but it's crucial to the initial growth of your audience, explains Ellen. That's because feedback is fuel. "I’m of the belief right now that ANY engagement is good. I’m even open to hear my show stinks or my interview style is annoying or whatever — it means someone’s listening.” Using this intel, Ellen can react and iterate, too. As she implements positive changes to her show based on this feedback, she'll be able to bring in more listeners and more guests down the road.

Follow up with past guests

One of the unspoken powers of hosting an interview podcast is the potential connections you can make with your guests, and, by extension, their audience. By staying in touch with past guests, you stay top of mind and increase the chance of introductions to their network, who may also be great guests for your show. Unfortunately, many podcasters fail to follow up and stay in touch with their guests to nourish and grow these relationships.   Related: How Do I Avoid the Spam Filter? Andy Wang, of Inspired Money, builds an email list of past guests he’s had on the show and keeps in touch with these guests. “I periodically send an email to past guests letting them know what's new with my podcast and highlighting recent higher-profile guests," says Wang. "A little PR never hurts, especially to past guests who are the real stars of my show. This is a way to express gratitude and keep my show in their minds. This can also lead to an introduction to another guest.”  

Syndicate your podcast

When you format your podcasts for radio, you can unleash the powers of syndication for yourself. Jerod Morris and the team at The Assembly Call have managed to not only syndicate their podcast on local radio, but also leveraged it to significantly to build their email list. Radio syndication is not feasible for all podcasts, but if your show is focused on a specific niche (like a sports team), location (a city or neighborhood within a city), or demographic, then this is a possibility. To get started, you can reach out directly to your local talk radio or sports stations and ask them about syndication. “On The Assembly Call, we have mostly used our podcast to grow our email list, but that changed last year," explains Morris. "We started syndicating our weekly news roundup on one of the biggest Indiana University sites. In exchange for the ability to post our content on their site, the site owner included an email form for visitors and readers to sign up for our email list so they could get the roundup via email. We've gotten 1,000+ subscribers since this began.” Related: Your Start-to-Finish Plan to Get 1,000 Email Subscribers

Use email to turn listeners into fans

As an on-demand medium, podcasts have the potential to connect with new people when and where they want. But connecting with them via email is how you deepen the relationship from a passive listener to a loyal fan.  Want to get started building your podcast audience via email today? Create a free account with AWeber. You can try the award-winning email marketing platform for free for 30 days.

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10 Steps to Creating a Landing Page That Converts

You’ve got the product or service. And you know it adds value to your target audience. All of the marketing research and testing has told you that. Now all you need to do is convince people to choose it. How do you do that? With an effective landing page. It's a place where you can send visitors via emails or via your social feeds to tell them about the value of your offer, and have them convert there and then. There is no one-size-fits-all template for high-converting landing pages — there are too many different offers and niches in the world for that to be the case. But there are certain steps you can take for a landing page to be successful regardless of what you’re selling. We’re going to cover all 10 of them. (AWeber easily connects with popular landing page builders like ConvertFlow and Instapage. See all of our integrations here.)

Step 1: Establish your USP

Your USP (Unique Selling Point) is the thing that sets you apart from the competition and the reason why people will choose you over everyone else. Studies show that you have less than 15 seconds to capture someone’s attention when they land on your website. That’s how long they’ll stick around before deciding whether what you’re offering is right for them. So you need to impress them, quick. Define a strong, value-driven USP and build your landing page around it. You can do this with headlines and images (we’ll talk more about those soon), or by including a value proposition in your landing page copy. A value proposition is a key component of your small business marketing strategy, and shows the user what they’ll gain when they take action, whether that be filling out a form or making a purchase. Value propositions include:
  • Showing how your product or service compares against a well-known competitor
  • The ROI that can be achieved
  • The monetary value of the product and the saving that can be made by signing up now
  • The success that can be achieved
  • Making it clear that your offer is free
  • A guarantee
Airbnb does this brilliantly. Take a look at how it pairs its USP (earning money by renting a room in your home) with a value proposition (how much you could earn by becoming a host).

Step 2: Keep the design clean and simple

Everything about your landing page should be geared towards getting the user to complete the transaction. This means removing anything that might draw their attention away from your offer. Make your landing page full width and height, and remove navigation features. This isn’t to say you should scrap scrolling completely, but you should take away any visible arrows or buttons that encourage it. Make the most of white space too. Sometimes, what you leave off the page is as powerful as what you include. White space removes congestion and gives the brain space to think. It also forces the eyes to focus on your offer. Take a look at how the AWeber homepage keeps things simple and clean:

Step 3: Create headlines that hit home

A landing page will live or die on the strength of its headline. This what grabs a visitor's attention and compels them to find out more about your offer. Studies show that as many as 80% of people will read the average headline, but only 20% will read the rest of the copy, so it’s important that you nail this part of your page. A good headline should:
  • Immediately grab the attention of your visitors
  • Tell the visitor what your offer is about
  • Be short and sweet
Once the headline has the user invested, you can reinforce your message with a powerful subheadline that persuades them to stay. Your subheadline can go into more detail than the main headline, but you should limit it to no more than a few lines of persuasive copy. Slack does this well on its landing page.

As does Robinhood.

Step 4: Grab attention with images

Images are a huge part of landing pages that convert. They’re the first thing that catches the visitor’s eye before they read the headline.

Images are processed 60,000 times faster than text by the brain, so what the visitor sees will influence their immediate opinions about your brand and offer.

Like headlines, use imagery to grab attention. Make them relevant to your product or service.

  • If you’re offering a product, your imagery should be of the product
  • If you’re offering a service, your imagery should relate to what the service is in a way that paints a positive picture in the mind of the user

Remember that you don’t have long to make a good first impression. Make sure images are large and high-quality. Try to stay clear of stock imagery — you don’t want to show visitors something they may have already seen.

Teambit, an employee engagement and performance management platform, is a great example of imagery done well — original illustrations used to capture attention and promote its service:

Step 5: Talk up the benefits (but not too much)

Including benefits on your page is a way to reassure and persuade visitors that are on the fence. They back up your USP and headlines, and provide users with more information about what you offer.

When it comes to writing out the benefits of your offer, focus on clarity. Clearly explain how what you’re offering can solve the user’s problem. But do it in as few words as possible.

According to MarketingProfs, landing pages with more than 800 words have a 33% lower conversion rate than pages with less than 200 words. Bullet points are a great way to keep things concise and make benefits easily digestible for the user.

Of course, not everything has to be written. Video is a powerful persuasion tool. Research by Eye View Digital shows that using videos on landing pages can increase conversions by 86%. 

Codecademy uses both video and copy for its benefits, dedicating a full section of its landing page to the former:

Step 6: Add social proof

88% of consumers trust online recommendations as much as personal ones. If you’ve got people that have used your product or service and are happy with it, use their feedback to your advantage.

Including social proof is one more way to convince visitors that your offer is as good as you say it is. It can be added to your landing page in a number of different ways.

  • Customer case studies or testimonials
  • Recommendations from influencers or industry experts
  • Number of users
  • Certifications from trustworthy industry bodies
  • Showing how many of the user’s friends use your service

By the time users get to the social proof section of your landing page, you’ve already captured their attention and interest. What they’re looking for now is confirmation bias — a reason to back up what they’re already feeling.

Basecamp does this well by combining number of users and testimonials for some strong social proof that supports the strength of its offer:

Step 7: Include contact information

Contact information tells the visitor that you’re a real company. It lets them know that there’s someone behind the landing page, which increases trust.

Including a physical address and contact phone number is the most basic way of adding legitimacy. What those things don’t do, though, is encourage contact. If you want to be helpful to visitors, give them a way to get in touch online. There are three ways you can do this.

  • Include a chat pop-up that follows the visitor down the page, making you available to answer any questions
  • Include a contact form on the page
  • Include a contact call-to-action that clicks through to a dedicated contact page
Related: 9 Inspiring Sign Up Form Ideas to Grow Your Email List

Step 8: Make calls-to-action strong and clear

Every element of your landing page is designed to get visitors to notice and click on the call-to-action.

Include calls-to-action throughout your landing page, placing them above the fold, at the bottom of the page and two or three times in between. In terms of how it should look, there are some standard rules to follow:

  • Make it big enough not to be missed
  • Always use a button. People are conditioned to expect a button, don’t throw a curveball at them
  • Use a contrasting color that attracts the eye
  • Use words that are valuable and actionable (e.g. “Get your Free Trial,” “Buy Now,” “Download Now,” etc.)

Unbounce places their call-to-action front and center where it's impossible to miss:

Step 9: Test, test, test

Landing pages are trial and error. Once you’ve created a page you’re happy with, don’t put it live and just leave it. Always monitor performance and iterate. Look at your analytics weekly and look at performance over time. Use heatmaps and scrollmaps to see how people are interacting with the page and use the information to improve.

If your page isn’t bringing in the number of leads or conversions you expected, tweak elements of the design or copy, or tinker around with the color and positioning of buttons.

Then, run A/B tests to see how the different pages perform against one another. From there, you’ll be able to take the best elements of both to produce a page that gives you bang for your buck.

Related: 6 Email Split Tests You Can Set Up in 1 Minute

Step 10: Conversions are only the first step

Your landing page converting is a sign that a) it’s working, and b) people are putting their trust in you to deliver on what you say. Repay trust and reward loyalty by emailing customers with content that adds value, personalized offers, and freebies, or letting them know when they left items in their cart. Every dollar spent on email marketing has an ROI of $44. Once a person has opted-in to your email list, use it to your advantage.

Related: How to Get Your First 50 Email Subscribers in 30 Days

Not sure what to include in your emails? Download 45+ free writing templates to learn how to craft emails like a pro. 

  About the author: With nearly a decade of digital marketing experience, Chandal has created content strategies for both the biggest and sometimes the most unexpected markets, while developing strategic relationships with editors and publishers. Chandal contributes to some of the highest authority industry publications, has been featured in industry events and is thrilled to be Acquisio’s Content Director.

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The 6-Step Plan to Escape the Spam Folder

You're not a spammer — but your emails can still land in the spam folder. And once they’re stuck there, it’s difficult to reach the inbox again. That’s why we asked AWeber’s Director of Deliverability Karen Balle to explain how you can escape the spam folder. Multi-million dollar companies seek Balle’s advice on reaching the inbox. This is the same 6-step plan she lays out for them. And now, you can use it too.

Step 1: Make sure you have permission.

It’s illegal to send emails to people who haven’t subscribed to your list. It’s also a great way to go to the spam folder. So, if your emails are going to spam, review your email lists to make sure all of your subscribers opted in to receive content from you. If you purchased one of your lists or all of your lists, delete those subscribers from your email marketing platform. They’re just hurting you. Plus, they didn’t give you permission to send them emails anyway, so they are much more likely to mark your emails as spam or not open them at all. If you’re not sure whether your lists are purchased, review subscribers to see how they joined. (You can see these details under Subscriber Management in AWeber.) Look for large lists of imported subscribers. Make sure you have a record of how you acquired these subscribers. Related: The Ugly Truth about Buying Email Lists Balle also recommends using confirmed opt-in (COI) emails for every new subscriber. A confirmed opt-in email is a message that’s automatically sent to people who fill out your sign up form. It asks them to confirm they want to join your list by clicking a link or button in the message. Internet service providers, like Gmail and Yahoo!, are more likely to deliver your emails to the inbox when you use COI emails. And on top of that, COI messages keep spam robots off your email list. Spam robots are automated computer programs designed to find sign up form code on your website and submit fake information to join your list.  (Nobody wants a robot on their list. It’s difficult to tell them apart from real subscribers. And they decrease your open and click-through rates.) Related: Writing Confirmation and Welcome Emails People Love

Step 2: Find the type of content your audience loves.

Often, your email reputation is damaged because your subscribers aren’t engaging with your emails. If your open rates are below 15% and your click-through rates are below 5%, you’re in the danger zone, says Balle. To rebuild your email reputation, you need to boost your open and click-through rates. There’s a simple way to accomplish this: Send content your audience can’t wait to open and read. Take a look at the emails you’ve sent in the past, says Balle. Are there certain messages that earned more opens and clicks? If so, you should send more content like this! Jot down a list of related (but new) content ideas for future emails. Related: 8 Top Brainstorming Techniques to Help You Write Killer Emails You can also ask your subscribers what kind of content they’d like to get from you. Simply send them a brief email asking what questions they have. Once you know what kind of content interests your audience, draft a few emails around those topics. We’ll use these messages in step 4! Related: 18 Tried-And-True Ways to Improve Your Email Content

Step 3: Build a segment of your most-engaged subscribers.

Using your email marketing platform, build a segment of subscribers who have clicked a link in one of your emails in the last 3 months. This is your most engaged group of subscribers. They are more likely to open and click future emails. You’ll use this segment of people to begin rebuilding your email reputation with internet service providers. With a good email reputation, more of your emails will reach the inbox! Related: How to Create a Segment in AWeber

Step 4: Send value-packed emails to your segmented audience.

For the next 2 weeks, focus on sending high-value emails to the audience you identified in step 3. Aim to send 1 to 2 emails each week. Use the messages you drafted in step 2! Make sure that your audience likes the content you’re  sending. High open and click-through rates and low spam complaints are a good indicator that they do. But fair warning: You won’t see high rates right away. When recovering from spam folder placement, your open and click-through rates will start low, according to Balle. “You want to make sure that those metrics are increasing. Many companies give up too early during this step. It will be around two weeks when you really start to see a difference,” she says. Once your open rates are above 15% and your click-through rates are above 5% with your engaged segment, start gradually increasing your segment size. Add people to your segment who clicked an email in the last 4 months. As you send emails to this larger segment, watch your open rates and your click-through rates for about a week. If they hold steady, then add people who clicked an email in the last 5 months. Watch your open rates and click-through rates again. Keep going until you’re sending to people who clicked your emails in the last 12 months. One of the biggest mistakes Balle sees is adding people to your segment too quickly. Each time you add more people to your segment, make sure you don’t increase your segment by more than 50%. For example, let's say you have a list of 10,000 engaged subscribers. When you increase your segment size, add 5,000 subscribers or less. Send for about a week. Then, add the next segment. And if you add a new segment and you can’t increase your open and click-through rates, stop adding new segments. Move on to step 5. Related: The 7 Questions Everyone Has about Email List Segmentation

Step 5: Create a re-engagement campaign for unengaged subscribers.

Now, it’s time to try to re-engage subscribers who aren’t opening and clicking your emails with a re-engagement campaign. A re-engagement campaign is a group of emails that asks people to confirm they actually want to be on your email list. For your re-engagement campaign, build a segment of people who haven’t clicked on a link in your email for the last 12 months or at the point where you could no longer increase your opens and clicks. The segment size for this re-engagement campaign should be no more than 10% the size of your newly engaged list. If it’s larger, it could sabotage the work you’ve done so far with your engaged segment. So if you have a list of 10,000 subscribers who have recently clicked a link in one of your emails, your engagement campaign should only include 1,000 people.  You may need to send multiple engagement campaigns to cover all of your less-engaged customers. Once you build your segment, send a re-engagement campaign to them. Send one email. Wait 7 days. Then, send one more. Don’t send a third. According to Balle, a third re-engagement email often ends up in the spam folder. Related: How to Win Back Subscribers with a Re-Engagement Campaign If you have subscribers who haven’t opened or clicked an email in more than a year, you might want to consider excluding them from your re-engagement campaign. They are less likely to re-engage, and they may sabotage your re-engagement campaign by decreasing subscriber engagement.

Step 6: Delete subscribers who don’t re-engage.

If a subscriber doesn’t re-engage or hasn’t opened an email in years, it’s time to delete them. They’re just hurting your email deliverability and your bottom line. Related: How to Delete Unengaged Subscribers

Stick to the plan. Reach the inbox.

Improving your email reputation takes time and patience. But by following this plan, you can increase your chances of reaching the inbox and build a healthy email list of people who want your emails! Want to use an email marketing platform that helps more people reach the inbox? Create a free account with AWeber.

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Target Analysis & Customer Demographics Marketing

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No matter how different businesses are, they all have one thing in common: they all rely on their customers.

You might just be starting out, or you could be fully established and working for many years now.

You might run your own company by yourself, or you may work with a bunch of people.

Your business might be small, or it could be a worldwide recognized brand.

No matter what type of company you have, your customers will ultimately determine your success.

With that said, here’s an important question for you. How well do you know your customers?

That might seem like a simple question, but for a surprising number of people, the answer might fall short of where they need to be.

Knowing your customers means knowing who is buying your product. It means knowing what to say to get them to pay attention to what you sell. It means knowing where your sales are coming from.

Without a thorough knowledge of your customers, your business might as well be operating blind.

If you looked at that question and answered, “Not very well,” then you don’t need to panic. You simply know where you need to improve.

After all, that’s why you’re here, right?

So it’s time to think about the best way to get to know your customers. You’ll be able to do that through target market analysis and customer demographics. Hopefully, we’ll be able to answer a few more questions you might have.

So what is a target market?

Put simply, your target market is the customers you’re trying to sell your products to. As part of your marketing strategy, it represents your audience.

You know how television shows and movies often have a target audience? An audience that is most likely to respond favorably to what is presented to them? It’s sort of like that.

Why do you need to know your target market?

You have a great product that you think can change people’s lives. So why not just try to sell that product to as many people as possible?

While that may sound wonderful and seems like a great way to earn more money, having such a broad approach could stretch your resources too thin. And if you have limited time and money to begin with, the effectiveness tends to take a nosedive.

Let’s look at this with a fishing analogy. A fisherman wants to catch fish, so he goes out to the ocean to do so. He doesn’t care what type of fish, he just wants to catch as many as possible. So he casts his hook out and waits. What do you think he will catch? How much of what he does catch will be useful?

Having no idea what he wants to catch is a recipe for disaster. It gives him no way to plan for what equipment to bring, what bait to use, where to go, etc. He goes out to fish with a hope, a prayer, and little else.

Do you see why knowing your target market can be so helpful? Yes, your product is amazing, but it’s probably not for everyone. Only a specific audience will respond to it.

That’s why you need to identify your target market.

How do you identify a target market?

You can identify your target market through what is called a target market analysis. Sometimes it’s referred to as a target audience analysis.

This type of analysis is essentially a study where you figure out the details of your potential target customers.

A target market analysis looks at several areas which can be broken down into 5 W’s and H. Let’s take a brief look at them now.


Figuring out the who of your target audience involves finding out demographic information about them. That can include statistics like age, race, gender, occupation, and more.


This category tells you where your customers live and work. It can include detailed information beyond their address, like the surrounding population size and the climate of the area.


Based off of your analysis, you should be able to tell when people are buying products from you. Do you have a peak selling season? When are the usual lulls? How often do repeat customers come back?

A target market analysis also includes discovering when customers see one of your ads or engage with you on social media. It can be broken down by month, day, hour, or even minute. The amount of detail is really up to you.


This involves identifying other aspects of a customer’s personality, such as their interests. Do they have hobbies that inspire them? What do they need in their lives right now?


Equally important is determining why they want to buy your product in the first place. What drives them to make that decision? Why do they want to buy from you and not somebody else?


Lastly, you need to look into customer behavior. In other words, it’s how they act. Do they have certain lifestyle habits that you should know about? What about their purchasing trends?

A target market analysis should answer these questions. With that information in hand, you’ll be able to perform more effective customer demographic marketing.

How do you perform a target market analysis?

Okay, so you agree that figuring out your target market is an important step toward your success. That much is clear.

Now how do you do it?

You won’t always find a clear step-by-step formula to follow for how to do a market analysis, which can make it a challenge. But we can provide some tips for you to consider that should put you on the right track.

Study your current customers

Unless you’re only just starting out, you should already have some customers that are purchasing from you.

They’re a great place to start.

Reach out to them. Find out more about them.

How you go about doing this is really up to you. You might try to interview them personally, though this can take up a lot of time.

An easier path is to send them survey opportunities after they’ve bought a product from you. From there, you can get information to fill out your consumer demographics along with other valuable details that will inform your marketing going forward.

Look at what you’re selling

While you’re busy studying your customers, don’t forget to take a closer look at your own product. What does your product offer that benefits a customer? Don’t just think about it; write down your product’s features.

If you have a book you want to promote about developing a healthy lifestyle, list the benefits people can get from reading it. Once you have identified what those are, then write down the type of people who would benefit the most from your material.

If you sell more than one product, you’ll want to do this with each one. You might have different audiences in mind depending on the item.

While this may all seem basic, you’d be surprised at the sudden thoughts and ideas you can get from this process. It’s like the lightbulb moment in cartoons. Suddenly, you have a better idea for who you can sell your product to.

Collect demographic data

This is where you gather data about your potential customer demographics. Now it might sound similar to the part of studying your current customers, but this deals with future buyers. Your current customers can inform your efforts, though.

For example, let’s say you notice that a significant portion of your current customers seem to come from the San Francisco bay area. You’re not sure why exactly, but the data shows that to be the case. Here’s where you can collect demographic information from that area to get a better view of the type of people who want your product.

This goes for any number of demographic areas. Do you have a lot of customers who happen to be moms in their early 30’s? Search out more information about that particular demographic.

That may seem like a tall task, but you have a number of helpful tools and resources that you can use.

The U.S. Census Bureau has all sorts of information about the population of the United States. Just take a look at this fact page and see how much data it provides. Now think about how you can use it to pinpoint your target audience.

Other tools include commerce websites at your state or local level. Trade journals can also provide useful info, such as emerging consumer trends.

Consider all sorts of demographic factors that go into your marketing. We’re talking about age, occupation, education level, ethnicity, income level, family status, and so much more.

Research your competitors

You shouldn’t limit your focus to yourself. Take some time to look at what your competitors are doing.

Who do your competitors seem to be targeting? If it seems strange, there might be a very good reason for it — a reason that you haven’t considered yet.

Or it might indicate customers you should avoid. After all, if the market is saturated, you want to find potential customers that are overlooked. If you have competitors that are ignoring a demographic segment, that just means you can carve out your own lucrative niche.

Explore psychographics

Similar to demographics, psychographics give you even more details about customers. This is information that’s harder to quantify, such as lifestyles, values, personality types, and more.

Does your product benefit people with a certain type of lifestyle more? You’ll want to start focusing on people like that.

Psychographics can cover a lot of ground. They can segment people based off of the media they consume, their hobbies, or even the food they eat.

Gathering this information requires customers to be open and honest with you. It’s usually done through surveys, questionnaires, and focus groups.

Review your analysis

Once you’ve completed your target market analysis, you should definitely review it. Remember, this is what you’ll be basing your future marketing strategies on, so getting this right is crucial.

Based off of your analysis, determine if your target market is the right size. If it’s too narrow, you may need to widen your scope a bit.

Make sure the people in your target audience can actually afford your product. If it’s outside their price range, you’re not going to see too many sales.

From there, you can start crafting the right message that will resonate with them.

Knowing who your target market is can really help you create a pitch that sees results.

What are some target market examples?

Target markets can be as specific or as broad as you want. Generally speaking, the more detailed and specific, the more effective your message will be.

Once you’ve completed your target market analysis, examples will be easy to come by.

For instance, if you’re selling a nutritional supplement, you can describe your target market broadly, such as men in their 30’s and 40’s.

Or you can be more detailed with the description, like married men in their 30’s and 40’s who exercise at least twice a week, love the outdoors, live on the east coast, want to feel healthier, and earn a salary of at least $50,000 a year.

Do you see how your message can change depending on how specific your target market is?

Knowing your customers means knowing success

If you’ve ever interacted with a business that didn’t understand you, then you know how frustrating it can be.

Get to know your customers. Put in the work to understand them. Figure out what makes them tick.

It’s one of the best ways to develop an effective marketing strategy that will speak to them. You’ll have the right bait for reeling them in. And when you do that, success is just around the corner.

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