Facebook Live: Target Market Research
Time duration: 21 mins 49 seconds
Source: https://www.facebook.com/dnccopywriting/videos/509947866024394/

So, I’m refreshing my phone so that I can see any comments you’ll have. And I’m a few minutes early to make sure everything works properly. Let me know as soon as you join, where you’re watching from, what you’re up to. So, I’ve got my handy dandy phone ready with all questions. I actually have a few questions that I’ve gotten from the threads already and from other groups that I’ve shared in. First, thank you for showing up live if you’re showing up live. If you’re watching this replay, that’s totally cool. I understand if you couldn’t make it and wanted to know if there will be a replay I will definitely drop a replay into the Facebook page and into the Creative Business Initiative Facebook group as well. And I just want to go and do a brief overview of this week. We talked about target market research and the elements of target market research like the questions you need to ask yourself if you’re a member of your own target market which is very likely. If you know people from your target market, the questions you could ask them. The questions you need to ask the customers you already have so that you can answer those tough questions and make your business better and improve your product and services. And then we went in the benefits of that which are really simple. If you don’t do this target market research, there are questions you’re going to not have answers to, you’re going to make those assumptions. Even established businesses have had failed products and services business they made those assumptions. And then the very last video that dropped this morning was all about the most common mistakes that I see and a lot of that is making those assumptions and assuming you know better than your target market and not asking the basic questions.

A really hard thing for people to do is to ask why someone would not buy their product or their service. And I have been through this. I have had the fear of it and I have pushed through and asked that hard question and I’ve gotten some incredible insight. I beta tested the course that we’re going to be debuting in January, and I thought I had nailed it and I got feedback and it was not just as great as I thought it was. There were little things that I had missed. I had equipment issues. All these things I had watched through it and I knew like, “Okay, that’s probably—that’s not a big deal.” It ended up being a really big deal to my customers. So, we went back and we re-did everything. And we expanded it. (Slowly getting back into the grind. That’s good, Janet, I know it’s tough especially with everything going on but I’m glad you’re getting back into it. Thank you so much for jumping in here and I hope this is helpful.) So, with the target market, after you asked those hard questions, it will become clear to you exactly what your customers want. And then it’s not just something you do one time either. It’s something you continually do. If you’re member of the Creative Business Initiative Facebook Group, the DNC Copywriting Private Group, you’ll know that I frequently drop polls in there. I’m frequently asking questions. I have experts drop in all the time to help answer questions that the members of the group have. And we’re always trying to figure out what people need and what people want to help their business. So, I did have a few questions from the threads, from the group, and from other groups that I had jumped into with similar topics that I wanted to bring out.

And the first question is from Vicky. It’s “how do you search for your customers?” Now, Vicky’s situation is a little bit different. She’s from outside of the US. And she’s trying to market inside of the US. So, something that you can do is, her second question is, “what customers want that you struggle for?” You can ask these questions in Facebook groups. And the people who answer are going to be the first people that you try to question more. That you try to get more information out of to see if they’re your target market. And now one of the big questions too is “what is the best place to go in order to find your target market?” And of those incredible places is Facebook. And the reason for this is because Facebook has over a billion people on the platform. And so, for a billion people that you can get to, and ask these questions, and get involved with, and have a part of that target market, that customer base. So, what you can do is you can go through all of the many, many, many groups within Facebook. You can become a member and you can just hang out, watch the conversations happen for a little while, jump in with questions of your own and to comment and to add to the discussion. You can slowly figure out if your target market hangs out in there or if you need to go somewhere else. You can figure out if that is your target market in there. What they’re asking, what do they need, what do they struggle with. And the most important thing you can figure out is the best way to present it to them. One of the biggest mistakes that people make is they jump into a Facebook group and they just pitch right away. They just say, “I’m a new member of this group and here’s my product. If you want to buy it jump in here.” And not only is that a violation of most group rules, nobody is going to respond to that. Nobody is going to want to click on that link because you immediately went to the sales pitch. You didn’t warm them up in any way.

So, instead what you can do is you jump into the Facebook group and you make friends, you create a relationship there. And a relationship means you give a little and you get a little. So, whenever people are asking, you can give them some of that advice free. You can help them out. You can make it known that you’re there to help people. And whatever they need you have the answer to it. And slowly as you build that relationship and you are seen as the expert in that group on that certain topic, then that’s when you can start to pitch and figure out if maybe they’re going to want some interest in this. Maybe you drop a blog post in there with a freebie and once they download that freebie they get on your email list. And from the email list then you can start to pitch them. Because now they’re on your email list there in your court, and you can pitch the ball to them and see how they respond. Now to figure out what their struggles are, what their wants are, sometimes it can be a little bit difficult to kind of dig beneath the surface because usually when people tell you they’re not ready to buy your product, the biggest response is the price. Either the price is too high or the price is too low. And when the price is too high, that doesn’t actually mean that the money is the problem. That means they don’t see the quality in your product. They don’t see why they should spend that kind of money to buy it from you. So, what you can do then is you can figure out a way to explain how your product is worth that kind of money. You can let them know. Maybe you need to be a little bit more descriptive about the materials and the process involved in creating that. Maybe you need to show them comparative – maybe there’s a competitor that sells the same thing that you do but at a cheaper price. And let them know that maybe this is why that price is cheaper: they have cheaper materials; they cut corners; they’ve done things that maybe your products don’t do for a reason because you’re trying to sell to that certain market and they don’t need that extra thing. Or maybe you just need to get on the phone and ask them straight up: “Why is that you don’t want to buy my product? If these are the reasons, how can I improve my product?” And that is a big thing you need to ask them. Okay, so you’re not going to buy the product. Why? Because you need to improve it some way. Now if the price is too low, a psychological trigger there and copywriting has a lot to do with psychological triggers and the words that you use. If the price is too low, it might be perceived that the product is too cheap. And so, if you can justify it, then it might be a good time to start raising that price to make it appear as if it were a more premium product. And if you’re putting the time and effort and the quality into it, then it is. It’s a premium product. And so, a lot of people have money blocks and they don’t want the price too high because they’re afraid it won’t sell but you’ll discover that when you start your price a little bit higher, it does actually sell a little bit more. So, I hope that answers Vicky’s question.

Another question I was asked was from Sarah. And it had to do with SEO and tracking. So, when you’re doing your target market research, a lot of what you’re doing are keyword research. So, you look at your competitor sites and you look on Google AdWords and Google trends and you see which keywords are trending. And you see of your keywords which ones are performing better, which ones are performing worse that you can make that decision. Now, this is where the SEO part of that comes in. What I would recommend is you take the keywords that you have guessed at – yes, that is the first step, you have to guess in order to move on. You take the SEO words that you have guessed at, the keywords that you think describe your products or your service, and you plug them in to Google AdWords and you see which words are related. So, what you’ve done is you’ve taken a one or two keyword phrase and now you’ve seen what’s related and you need to pick a three or four-keyword phrase. Some of you are probably familiar with this tactic. And then you take the four-keyword phrase or that long tail keyword and you plug it in to your copy. And that is how you use SEO. And because it’s a four-keyword long tail keyword phrase, now you’re niching down your offering a little bit and you’re going to rank a little bit higher on the search engines because you’re getting more specific. And customers don’t search for broad terms. Usually they search for specifics because they have a very specific need. And so, if you have that phrase within your copy, you’re going to rank higher when they search for that phrase. Now what you can do if you’re not sure if this is going to be a high searchable item or if you’re not getting a whole lot of traction from that is you can plug it in to Google trends. And that’s google.com/trends. And in Google trends, usually you would want to start with a broader keyword and start plugging in the longer tails and you’ll see right there on the webpage a graph with the trend going up or the trend going down or stagnant. And you can see that maybe you’re not getting traction with this four-word keyword phrase and it’s because the trend is going down. So maybe you need to start thinking about a different way to describe your product or your service so that it aligns with an upward facing trend or you need to design a new line that you’re coming out with in Christmas in such a way that it aligns with the current trends that are going up. And you can also search Google trends to see which objects are trending in certain niches like jewelry or handmade fabrics or anything like that.

So, for tracking all of that, what I do is something very simple. There are softwares online that you can pay money for and you can plug all this information into and it will hold all that for you when it clouds so you don’t have to bug down your computer. I like to just put it on an Excel spreadsheet. And then I can either save that to my desktop or I can save that into my Google drive so it doesn’t bug down my computer. And the way you do this is just open up an Excel sheet and put your keywords on a column right there and then every time you go to check, which might be every month, every quarter. I don’t think you should do it less than that. Try to check your keywords every quarter because every quarter there’s usually a new seasonal trend happening. And you can track it based on the percentages that you find in Google trends to see if it’s trending upward or trending down. And over time you’ll see a progression of that trend. And what you want to look for is either an upward trend or a stagnant trend. Because if it’s going down obviously it’s not going to be doing you any favors to keep it in your line, to keep it in your shop. But if you see that it’s stagnant, and even if you locate Google trends, you’ll be able to change the dates and see that it’s been stagnant for a year, two years, five years, that’s a good thing. That means that it’s a trend that’s continuous on the same level continuously. Shoes for example. Everyone needs shoes. We will always need shoes. The term “shoes” – the one word will always be stagnant because everyone will always need shoes. Another product though that’s more niched down like unicorn stilettos which was really popular with this last unicorn trend went drastically upward for a quarter and now it’s starting to go drastically down because nobody wants to buy unicorn stilettos anymore because the trend has passed. So, you can track that in Excel sheet over time. You can also use that same Excel sheet to track other aspects of your business like, instead of going to see, going to Google AdWords every single week or every single month in order to check how your website is doing and which landing pages are performing the best and all of those statistics and all of that data, you can put that information in that Excel sheet and then periodically when you do go back, you can plug that information in throughout and you can see the general trend. What I recommend with that is as you are trending through these keywords and these various types of data, notate whatever activity you’re doing at that time. Are you running a certain promotion? Do you have a challenge going on in your Facebook page? Are you running paid ads? And if so, what are the details of that paid ad? How much money are you putting in? How long? What are the keywords you’re using within a copy of that? And you can track what activity you’re doing and where the trend is going upward for your business as well. So, there are lots of ways that you can track how well your website, how well your shop, however your ways are. There’s a lot of ways you can track that. And you can adjust it based on your target market research as well. (Hi Moira! Hi Michael!) Now, after you’ve tracked that and you’ve gone back, you can make those adjustments within your keywords as well. And you can see which ones maybe you need to lay off of or where you can improve. And that will help you to slowly get on the right track and create the target market research, create the keywords, create the copy, that you need to hit your target market. Hit where they want things the most. Hit where they struggle the most. Now, those are the biggest questions I got.

I got a few smaller questions that kind of line in to that. If you all have any questions (Hi!) as we go through the rest of this, there is going to be replay of this I’m going to drop it in. So, if you missed any of the answers to these questions before, don’t worry I’m going drop it back on the DNC Copywriting Facebook page and in the Creative Business Initiative Facebook group after we’re done here so that you can watch it again. Next week, we’re going to dive right in to copywriting. I have a copy 101, several lessons plan, for next week to dive in to the really basics behind what you need to write and the theory behind it so that the following week when we dive in to an About Page and the proper way to write that, you know exactly why we’re doing that and you can see where I’ve used those different formulas I’m going to teach you, where I’ve used the different copywriting tactics and you can use them in other parts of your copywriting before we even get there. But we’re going to dive in to About Pages, Product Descriptions, Landing Pages, Home Pages, everything to do with your website over the next several weeks. And then we’re going to get into Email Series, Social Media, everything to do with your platform in order to drive traffic and to build brand loyalty with your customers.

If you have any questions about that, go ahead and start thinking about that. Because again whenever I drop the videos next week, put those questions in the thread and in the live next week, I’m going to try to do it on Thursday as well, whenever I drop those videos and whenever I do the live, I’ll be able to answer those questions. Now if you want to know when I’m going to be on live for sure, you want to know more about all of the videos that I’m going to be putting out, I’m about to drop a freebie in the comments for you all. It is the course guide breakdown for the DNC Written Marketing Course that we’re launching in January. And it has everything that is involved in that course. The total value of it to include all the templates that we include, the checklist, the case studies, the one-on-one feedback I gave you, and the community that’s attached to it. And it has the total value of all of that and then cost that you are actually going to be paying in January. You can decide if it’s for you or not. And you can also see a general layout of what I’ll be going over the next several weeks to help you get ready for your business. Now after you’ve read on all of that, go ahead and like and follow this Facebook page if you haven’t already and then you can like and follow us on Instagram @darianchavezwriter where we drop a lot of motivational information and we network. Jump into the Creative Business Initiative Facebook group if you haven’t already. We have a lot of experts that jump in there addressing everything from Facebook ads to business strategy, Photoshop, anything you’re going to need. We poll frequently in that group to find out exactly what you’re looking for so that we can help fill it. There’s a lot of reach with our group for other experts and other major groups. So if you have any questions, and if we don’t have an expert in the group already, I know exactly where to go to find them. And I can ask them to jump in and provide a short lesson to help you through whatever struggle you’re experiencing right now. So if nobody has any questions right now, I’m going to go ahead and end the live so that I can drop the replay for anybody who has missed the questions so far. We went over how to search for your customers – the best place to find them. We went over how to discover their struggles and their wants. We clarified competitor research, and SEO, and tracking. Oh, we didn’t go over competitor research and debt. I just glanced over the top of it.

So, a great way to do a competitor research is really similar to the tracking method that I told you about with the Excel sheet. And what I do with that is I’ll create an Excel sheet with different topics. For example, for creating content. I go through all the competitors that are aligned with my business. And I will see what topics they create content about whether that’s a blog post, a podcast, a vlog. And I’ll make lists of them. And then I’ll see what I can contribute to, what the most popular topics are, what customers are really looking for. What you can also do if you’re not sure how to craft your copy in a way that will make you aligned with your competitors, that will help you directly compete with them on the same level is you can look at the words that they’re using within their copy. That’s also a good place to start for that as SEO keyword research. You can see what words they’re using to describe their products and their services. You can also see what words they’re not using. So that if you go to search and maybe the word you’re using isn’t ranking as high as you thought it would, not being used by your competitor’s website either, maybe there’s a reason for that. And the reason we go to our competitors’ do this research is because a lot of times, they’ve done the research already. And so you can compare and you can see where you can do a little bit better in the copy, on the social media platforms. And you can compete with them directly without having to do a lot of trial and error and wasting some time and some energy on that. You can also use your competitors to see which social media platforms are most popular within your target market. So if you are a direct competitor on the same level, and you see that your competitor is only on Facebook and Instagram, and they’re not on Twitter or Pinterest or anything else, you might want to go and then search and see why they’re not on Twitter and Pinterest. Is it because the target market isn’t there or isn’t responding whenever they pitch? And, are their followers really engaged when they’re on Facebook and Instagram? So, there are lot of little things you can do by going to visit your competitors’ website, and their platforms, their social media, the way they reach out to their own customer base to see where you can improve and the things you can change to get on the same level as them. So sorry I left that for the end. I thought I covered that. But if you have any questions about that – what was the name of that group, I missed it. Do you mean the Creative Business Initiative group? Where you can jump in for the experts and stuff for our group, Ginger? I think that’s the one you mean. I don’t know if I mentioned another group or not. But let me know if that’s not the one you wanted. I’ll go ahead and drop the link for the Creative Business Initiative Facebook group as well just in case. Okay, awesome! Yes. So if you’re interested in that, go ahead and request to join and I’ll approve you right away because we usually do Welcome Thursdays and today is Thursday so I can welcome you right away. If you have any other questions, and I didn’t get to it during the live, maybe you don’t feel like asking right now, that’s fine. Go ahead and drop it after this and I’m going to answer it as we go throughout the day. And next week, on Thursday, I’m going to go live again. Subscribe to make sure, just in case plans change. Sometimes the lighting is not quite right or someone is mowing their lawn and so I have to put it off a little bit. But let me know if you have any other questions. Download the PDF I’m about to drop so you can subscribe and find out more about the next video we’re going to shoot, more about the course as it comes up and it answers to your question and even email me directly if you just want to have a one-on-one conversation. So thank you so much. I really appreciate you jumping in here and sticking with me throughout this. And I will see you for the next live. Thank you so much guys! Bye!