“Sure I have!” you may exclaim. “I’ve defined my target market and have addressed their needs and pain points – what more can I do to perfect my perfect message?”
Well, how about checking out the buzz around your product/service? In last Monday’s post, I talked about checking out your competition. Today, we are taking it a step further by researching your target market’s conversation about your stuff, so you can keep up with their concerns in real time, and update your content accordingly.
Remember, website content is a living document (as are all things internet) and it’s smart practice to be continually updating your message and content, flexing in sync with your market’s expressed preferences, lest you’re left choking in the dust!
Again, it’s a relatively easy and simple thing to do, thanks to the search engines. For example, starting with your competition research, just expand it to include Google Groups, News, and Blogs. Those resources can be found under “more,” on the far top right of the Google search engine results page:
Take a look, and note what people are saying about you, as well as your competitor’s sites: what do they love? and what could they do without? Then revisit your content message: how can you improve upon it to more precisely hone in on your target market? How can you better address their needs and desires? How can you further differentiate yourself from your competition?
Another great tool for tracking your market’s buzz and trends is Twitter. For up-to-the-minute trend information, simply go to Twitter search and type in some key terms into the search box, and voila!
For example, let’s say I’m in the business of writing professional resumes, and want to check out what’s trending in my chosen market. Entering “professional resumes” into the box, these are my real-time results:
Thank you, Twitter!
Next Monday, we’ll delve even deeper into your SEO copywriting and content marketing strategy with an analytic tool designed to make you take a good, hard look at yourself! Stay tuned!