Who Are You? What Do You Mean To Me?
Market research was once the purview of only big companies. If you weren’t a Fortune 1000 brand, investing in any form of customer research was outside the scope of what many businesses could afford. Today, advances in market research technology have opened a whole range of services to even the smallest businesses. Small enterprises and solopreneurs routinely test ideas before they take them to market, saving tens of thousands of dollars and years of time developing products and services that fall flat with the market.
If you haven’t used market research to help steer your business's growth, here’s a look at how it can help you achieve your marketing goals.
How does market research intersect with content and SEO
As the disciplines of SEO and content marketing have evolved in depth and richness, they’ve quickly intersected with the domain that’s traditionally been known as market research.
Entrepreneur provides a helpful definition of market research:
The process of gathering, analyzing, and interpreting information about a market, about a product or service to be offered for sale in that market, and about the past, present, and potential customers for the product or service; research into the characteristics, spending habits, location and needs of your business's target market, the industry as a whole, and the particular competitors you face.
The roots of using data are largely analytics-focused. Analytics tell us where people are coming from, what’s working, and what opportunities we can focus on in digital marketing. Market research plays a surprisingly similar role in traditional marketing, helping you get to know your market, follow the trends, and determine strategic priorities for your brand and market. The distinctions are dissolving in today’s online landscape as market research and analytics blend to help form the data-driven underpinnings that guide both marketing and bigger business decisions.
The better you know your audience, the more effectively you can create appealing content ideas, make format decisions, handle positioning and placement, and promote the content.
Understanding your audience has profound implications for your video content marketing strategy and beyond. It helps you answer vital questions such as: who are your customers? What are their most urgent and pressing concerns? What factors are they focused on in terms of making a buying decision? This information helps you decide what strategy will reach them most effectively on every point of the content deployment.
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