Have you ever looked out in public at a large amount of people and wondered which individuals could benefit from what your small business offers? Which ones might become your new customers? And how can you lead them to your site? It is the overall goal to drive a target audience to your landing pages where they can purchase the product or service that you are selling. Generating leads for website marketing is very effective.
Looking at the marketplace of potential customers, it can be broken down like this:
- 3% of them are ready to purchase
- 7% of them are open to buying from you but perhaps not currently looking
- 30% of them are not thinking about it and are basically indifferent
- 30% of them believe that they are not interested
- 30% of them know for sure that they are not interested
We wouldn’t tell you to not advertise to your 100% market, but as you can see from above, the greatest opportunity for a sales conversion is that 3% who are ready to purchase, and the 7% the next greatest possibility for a sale. The other 90% would be difficult to convert.
There are several areas used to find people who are ready to buy or open to buying from you. Researching and brainstorming into who your target customer is would be essential. Include researching things like:
- Demographics: age range, gender ratio, etc.
- Location: Countries, states, or cities
- Household: average income level, education level, marital status, etc.
- Interests: most liked books, authors, magazines, public figures, communities, brands, events, politics, products, websites, etc.
- Online Behavior: Types of products purchased, online purchasing, retail spending, etc.
In your research, try imaging a person, their gender, age, occupation and what’s going on in their life right now and how your product or service can help him or her. Then imagine what he or she is thinking and how they would respond to your marketing. Take it to that personal level where you are visualizing in your mind this particular person, your future customer. If you can think like your customer, you can imagine what kind of ad or marketing would appeal to him or her.
If you plan to advertise on Facebook, they have a great resource for researching your audience in their Audience Insights tool. Here you can type in an interest and view the demographics, page likes, location, activity, household, and purchase behavior of Facebook users who are listed as having that interest. You can adjust the age and gender, and location as well. This is a great tool for finding leads to market to on Facebook.
The best leads are those who are actively looking to buy your product or service. If you can identify your 3% of individuals who are looking to purchase, you would have the highest probability for sales marketing just to them.
Basing leads on an individual’s online behavior is the most effective way to know they are ready to buy because their behavior has been shown that they are ready to engage and purchase. While demographics and interests are helpful, a person’s online behavior tells us more about their likelihood to purchase than anything else.