Im not “pouring water” how important it is to know and segment your audience and other things from the category of “Captain obvious”. I hope that you are in the topic). This material on how and where to gather information about customers needs. By what criteria do they choose your product or service; you pay attention in the first place and what is missing.
Who and why. All in order to create a precise value proposition in advertisements and on the website. Those who have been working — to test if you find yourself in a real need of the audience. Those who are just entering the market to make correct hypotheses for UTP, saving time on the tests.
Whats the problem. As often happens. The advertiser more or less knows the portrait of the TSA, but the landing page says stuff. Life example:
What to say.. I Tried people title method 4U made. But the content — the “spring fever marketology”. Or simply the designation of the service:
Even segmentation as adjusting content to fit the queries does not protect against “water”. Its one thing when the user query contains clear criteria on conditions of purchase (credit, delivery, installation, etc.), or by product properties (size, color, manufacturer, SKU, etc.). Another thing, when is “common” queries. For example, the “Led panel SPb” and “led panel”. Personalize the title of the landing page:
“Manufacture and installation of light panels in Saint-Petersburg”. Showed a visitor — here is what you are looking for. And then. For “completeness” you need to add the specifics in the subtitle. In the lead-form to write something.
But what. About the warranty, or 10 years time. Or maybe about “experienced professionals”?. In order not to read tea leaves and do not write UTP “from Baldy”, to help — 6 ways to know the needs of the target audience.
Good old Wordstat allows not only to collect semantics, as well as to draw conclusions on the interests of the TSA. Frankly, the findings are indirect, but as a first step will go. Especially for “common” queries. The first example is a “Furniture wood”:
An important point. The query entered in the wide line, without clarifying operators (quotation marks and exclamation. Signs). Looking searched with the phrase “Furniture from solid wood” first 10 requests enough to make certain conclusions. We are not interested in just “order / buy furniture”, and the specific details.
In the screenshot highlighted : – Specifying “manufacturer”;. – Manufacturer — “furniture from Belarus” (apparently, the market valued the Belarusian providers);. – For whom — “childrens furniture”,. – Where is “furniture”.
We dont know for sure, we can assume that these things are important to the user, the seeker in Yandex “Furniture from solid wood”. Sale from original manufacturer; furniture and bathroom available. Be sure to see the famous furniture from Belarus, if it is deliberately looking for a significant part of the TSA. From the right column similar query pulls the interest associated with the material (oak, pine); view (wardrobe, bedroom, bed) + indication of status (luxury furniture). If we know little to nothing about the needs of the audience and advertised on the “General” queries — obtain basic information from the statistics Yandex.Wordstat.
How to prioritize the sequence in which to reflect these interests on the landing page is analyzed for the frequency of requests. In our case furniture from the manufacturer and material. Hence comes the “skeleton” of the title: “Furniture solid oak and pine from the manufacturer”. The next important things to take out the subtitle.
However, I would not blindly emphasize the elitism of furniture — after all, it is a separate segment CA. For “common” requests to broadcast the price filter is not necessary. That is, we do not blindly put in the title / subtitle of the popular “wishlist”, and turn on the head — if a particular factor for a specific audience segment. A little more functionality has the Google keyword Planner, but the essence is the same.
Analysis of search queries. This technique can be used with various services and scripts. I found the application through Cerebro in one of the materials of Hope Bogdanova and show by her example, “Orenburg shawl”. So, the first thing we find community on the key query:
Save the resulting list to your computer and move on to the analysis of the discussions in the selected communities. We are interested in the topic with the words “Feedback” and “Questions”, because that is where people share opinions on the characteristics of the product: Then we can save links to discussion or text posts about what you need.
Cerebro unloads the whole thing into an excel file, with which we continue to work. Manually delete the answers of administrators in the spirit of “Thanks for the feedback”:
Actually the reviews copied in SEO-analyzer: And look at the ranking of words by frequency.
You can limit the manual analysis of the texts of reviews in the file of Cerebro. If they are not too many. If information is too much + to expedite the process, use the SEO analyzer. Of course, here is one of the services for example. The market is full.
Enough to Google “Semantic analysis of text online.”. The same operation done on topics with the word “Questions” — so we know you pay attention to potential buyers. What to ask before ordering this product, which they have objections. Also collect mentioning the key phrase — the name of the product or the brand name. Not only in social networks but also on the forums.
For this I used a service Babkee. Free fare it allows you to track 2 objects, up to 3,000 messages per month on each object. Is sufficient for system analysis. 1) Set an object where you can enter a few key phrases to add negative keywords:
2) Get a list of links to the sources with references to our keywords. The results can be ambiguous — in our case, 99% are openly advertising the records of producers and sellers of furniture.
It is difficult to extract information from the buyers. Need for greater detail key phrases and negative keywords. In my opinion, the technique is not suitable for every product. Monitoring social media is more suitable for tracking a brands reputation, when the system finds all references to the company name, for example.
You can also analyze the activity of competitors. To competitive analysis we will get, but now the technique of work with “otzoviki”. “Uzbekov” in Runet the darkness. I tested three: 1) Yell, was created on the basis of the last known directory Yellow pages.
Which is good. In search is geolocation, you can specify your city or region. But the results are not very. Hammered “furniture wood”:
Results — zero: The service finds the company wider options (just “furniture”), which is inconvenient. A lot of advertising.
2) irecommend.ru pleased with search, with no gefilte. The reviews that I saw seemed to be alive. Like this one here: As I understand it, Irecommend encourages feedback in all details.
On the one hand, “mnogabukaf”, with other customers lay out the whole story. What we liked, whats not to like. Especially in terms of service. It is what customers pay close attention. This is very important because the quality of the product can be all good and the service too low.
Hence, for the detuning from the competition. 3) Otzovik.com. Also there is no gefilte, but the quality of reviews on top. Here, for example, highlighted three important details:
Why analyze competitors. All just. They can suggest what you missed. Watch only those with whom you advertised on some sites.
Yandex.Direct, for example. If multiple traffic sources – analyze each source. Here is the table of comparison at the level of the ads (Yandex.Direct, for example for “Buy iPhone”). To view all advertisers for a particular query, even those that do not fall in the screenings for the price, use the link:
Direct.yandex.ru/search?text=+from+array+tree. Instead of “Furniture solid wood” type in the search bar the sentence, and voila! And here, the map value of the product (for example, sales of concrete privates), where inscribed the factors in the decision the target audience, their corresponding properties + benefits as well as competitor information. This is the level landing pages.
I recommend to use as the basis for these tables, changing data in your product. Even as this article is, where there is a link at the base of Bukarica of the 30+ million ads for different niches and step-by-step guide for its use. Based on this you can make your offer in the text, and part of the benefits to use for quick reference and clarifications. Not to dream and not to invent “spherical user in vacuum”, take incoming calls, and talk to your target audience.
Dont care what you founder / Director / chief specialist. One day in the “live” and you will learn a lot about what actually customers want. I especially recommend the owners of Digital businesses and start-UPS. Palud life hack of my own practice – how to get “clean water” registered but non-paying users.
Ask them a question. “What problem you want to solve with help of our service / program?”. It will not sell invented products, and to sell, based on the real needs of a particular person. Another option is to offer product users the Skype call.
How to organize and what it gives – see the article Customer Development for startups. A conversation with 500 clients. At least it is to analyze phone records and sessions online chat managers. Instead of a conclusion one thesis:
Draw your own conclusions). The author — Alexander Alimov, founder Yagla.ru expert №1 in the field of hypersegmentation traffic.