Marketing a product best suited for SEO

[Jack Hammer]

I have a small business that gets most of its customers through SEO and the rest through word of mouth. I'm currently doing no marketing. The reason is I don't know who to target exactly. My customer base covers virtually every industry and a wide variety of roles. However, across that wide range, my customers occupy a narrow slice and I don't know how to figure out who might be in that slice or how to reach them. SEO works well because it allows that slice to find me. However, there are only so many relevant searches performed every month and I want to expand. I've been assuming that some products aren't well suited for advertising and mine was one, but I'm revisiting that assumption.

I'm wondering if anyone knows of any resources or processes I could use to figure out how to successfully market my product to those who need it but haven't bothered to search for it? Or am I best off leaving it to SEO alone?

 

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[ProcessPro]

I have a small business that gets most of its customers through SEO and the rest through word of mouth. I'm currently doing no marketing. The reason is I don't know who to target exactly. My customer base covers virtually every industry and a wide variety of roles. However, across that wide range, my customers occupy a narrow slice and I don't know how to figure out who might be in that slice or how to reach them. SEO works well because it allows that slice to find me. However, there are only so many relevant searches performed every month and I want to expand. I've been assuming that some products aren't well suited for advertising and mine was one, but I'm revisiting that assumption.

I'm wondering if anyone knows of any resources or processes I could use to figure out how to successfully market my product to those who need it but haven't bothered to search for it? Or am I best off leaving it to SEO alone?

You're going to have to either give a little more details on your niche or hire a marketing consultant privately if you're not comfortable sharing here. Kind of hard to give advice with what you've shared above. Until then, maybe this resource might spark ideas? https://www.marketingminds.co.nz/wp...Minds-2021-Marketing-Toolbox-and-Measures.pdf

 

[BizyDad]

I have a small business that gets most of its customers through SEO and the rest through word of mouth. I'm currently doing no marketing. The reason is I don't know who to target exactly. My customer base covers virtually every industry and a wide variety of roles. However, across that wide range, my customers occupy a narrow slice and I don't know how to figure out who might be in that slice or how to reach them. SEO works well because it allows that slice to find me. However, there are only so many relevant searches performed every month and I want to expand. I've been assuming that some products aren't well suited for advertising and mine was one, but I'm revisiting that assumption.

I'm wondering if anyone knows of any resources or processes I could use to figure out how to successfully market my product to those who need it but haven't bothered to search for it? Or am I best off leaving it to SEO alone?

You can try look alike audiences of your customers based on email lists. This can work on social and Google display ads.

You can also create custom audiences in Google ads and target them with display ads. One of my favorite tactics is to target people who visit websites of your competitors. You can also create a custom audience based on search terms.

 

[Charnell]

The reason is I don't know who to target exactly.

What customer segment makes you the most money?

I'm wondering if anyone knows of any resources or processes I could use to figure out how to successfully market my product to those who need it but haven't bothered to search for it? Or am I best off leaving it to SEO alone?

Without knowing your business or anything about it, go read a handful of blogs on "They Ask, You Answer." Here's the summary, essentially it's answering any question your audience could have about your service, and not shying away from the "propriety pricing" or anything like that.

 

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[Andy Black]

If SEO is working then have a look at your visitor search terms and consider running Google Ads on those (to get more visitors and more data), and remarketing etc that BizyDad suggests.

Surely you know a bit about your best clients, and about those you wouldn’t touch with a barge pole? Can that help you figure out more patterns about who you help?

 

[Jack Hammer]

You're going to have to either give a little more details on your niche or hire a marketing consultant privately if you're not comfortable sharing here. Kind of hard to give advice with what you've shared above. Until then, maybe this resource might spark ideas? https://www.marketingminds.co.nz/wp...Minds-2021-Marketing-Toolbox-and-Measures.pdf

Thanks, I'll consider each of those. I can say it's desktop software and it's boring and pragmatic. My customers are about an even mix between individuals and businesses. They tend to be more technical. If you ever become an INSIDERS, I keep a progress thread there.

 

[Jack Hammer]

You can try look alike audiences of your customers based on email lists. This can work on social and Google display ads.

You can also create custom audiences in Google ads and target them with display ads. One of my favorite tactics is to target people who visit websites of your competitors. You can also create a custom audience based on search terms.

Hmmm... I'll have to look more into the look alike audiences. I also like the idea of targeting those who search for my competitors. I'm guessing those terms would be cheap, but I'll research it.

 

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[Jack Hammer]

If SEO is working then have a look at your visitor search terms and consider running Google Ads on those (to get more visitors and more data), and remarketing etc that BizyDad suggests.

Surely you know a bit about your best clients, and about those you wouldn’t touch with a barge pole? Can that help you figure out more patterns about who you help?

To be honest, it's been a while since I've analyzed who my customers are and it seemed to be all over the place, albeit with a few discernable patterns. Perhaps now with several times more data, I should give it another shot and list out the top industries and roles in search of new patterns.