#AskAdamE Episode 2 The importance of knowing your audience

Key Takeaways

on this episode we talk about health clubs the importance of knowing your audience and which keywords are best to start with when pursuing a search engine optimization strategy hello and welcome my name is Adam aart and you're watching ask ademy TV where I answer all of your marketing Business and Entrepreneurship questions got a couple great questions to dive into so without further Ado let's get to it Martin asks what would your strategy be to have people join a club membership hey Martin this is a pretty easy one to explain but a harder one to actually Implement basically you're asking the age-old marketing question how do you get people to buy whatever it is you're selling in this case it's a club membership the first thing you need to do is really get to know your target market and I mean like really really well now if it's a club membership that likely means you're serving a local area so there's no excuse to not get out there and start talking to people about what they want what they like and what they care about you should know what other clubs are in the area as well and what they have to offer and you should know why you're Target Market likes them and what they don't like about them the next thing you need to do is figure out what makes your Club special what makes it better than the other clubs and what do you do better than the other clubs this is going to be your unique selling proposition or USP it's what makes people want to join your Club instead of somebody else's basically you need to answer the question why you here's where you want to emphasize the benefits of your club and not just the features this is going to be the hardest part of the whole process which is designing your message in a way that appeals to your target market in order to get them to care and to join your Club finally you want to find out where your target market is spending their time both online and offline this is actually the easy part offline could be events shopping malls door-to-door trade shows and online it's even easier with each social media channel and search engine appealing to a different demographic so once you've identified where they are you need to give them a compelling reason to listen to you or give your Club a try free trials tend to work really well in the membership space so i' advise offering a free one-day pass or maybe a visitor's day or something of that nature nature to try and drive more people through your doors and show off what you have to offer ail asked how do different seos decide which keywords are best to go for and to start with when you're talking about keyword research and search engine optimization there are no hard and fast rules and every SEO seems to do it a little bit different depending on whether they're an in-house SEO or an SEO agency when it comes down to eventually selecting which keywords you want to ultimately go after and which ones are best to start with the answer comes down to two things search volume and competition choosing keywords comes down to finding the right balance between a keyword that's getting enough search traffic looking it up but that's also going to be worth the effort to try and rank for what I like to do is make a list of the keywords that I eventually want to rank for which becomes my master list these could be big and really competitive keywords that are likely going to take months and months to rank for from there I break down the list into easier and less competitive Search terms and then I get to work on those right away over time these longer tail easier search terms start to add up and also help to build the authority of the website overall which also helps me rank for the more challenging and competitive keywords later down the road so the short answer is the best keywords to go for are ones that have a sui sufficient amount of monthly searches where the cost to rank is less than the benefit the business will receive from the extra web traffic to determine this is a whole other ball game but you can get a pretty good idea of what a website visit is worth by checking out some online tools like Google AdWords and sem Rush once you have a list start with with the easier longtail keywords and start to build up the list from there so that's it for today if you have a question you like answered then all you need to do is use the hashtag ask out of me on Twitter and Instagram and I will get you an answer