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Simple SEO and Marketing, Business Growth, Organic Marketing, Copywriting, Online Business, Blogging, Content Creation
Ep 226 // How to Actually Do Effective Market Research- The Nitty Gritty
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Faith Hannon
All right, y'all, today we're getting into the nitty gritties of how to actually do market research. And no, you do not have to be an extreme extrovert like I am. And I was even back in high school when I first started market research. If you didn't listen to the first episode in the series, make sure you catch it because I totally tell on myself. But you don't have to be an extrovert extreme to do a good job of market research. But you are going to have to talk to some people. Okay? Okay. So in this episode, I'm going to break down how to actually do market research as well as give you. Giving you some of the sample questions that I use for clients when I'm saying, hey, y'all do market research before we do this copy project. So be ready to take notes and actually implement some of these questions in your market research. Ready? Let's go foreign. Hey there, fellow entrepreneur. Welcome to simple SEO and marketing. Do you want to grow your business with sustainable traffic sources? Have you heard about the power of search engine optimization? And you want to take advantage of it to get more traffic, more eyeballs on your business. But when it comes down to it, does SEO feel complicated and hard to implement? Are you tired of wondering what in the heck to do with your website to get more traffic and more leads knocking on your door? What if I could tell you that there was a simple, proven system for using SEO, blogging and copywriting to get leads from your website and not just any leads, high converting leads. Hey, I'm Faith Hannon, wife, mama, copywriter, SEO strategist and barrel racer. And for the last eight years, I've been figuring out what works and what doesn't work in the world of online marketing to get organic traffic. And now I'm here to share all the things I'm learning in the trenches of SEO, copywriting and content marketing. How does 300%, 500% or even 12,000% more traffic in a year sound? What could your business do with that kind of traffic increase? How many more people could you help? So listen in and prepare to take note. I'm about to drop simple, actionable SEO marketing and copywriting tips, all with a heavy dose of Jesus loving encouragement. Let's get you more traffic and more leads so you can help more people with your God given gifts. So in case you have not figured this out by now, I am very much an extrovert in a lot of ways. Like I'll talk to anybody and sometimes I regret talking to People, it's like, oh, no. They talk back more than I was mentally prepared for. But that's okay. That's okay. But I feel like sometimes, you know, we. We get so caught up in like, oh, my gosh, I'm an introvert, or I'm an extrovert. I can't do xyz. When the fact of the matter is, if there is something that you need to do, the Lord will help you do it. Okay? Philippians says that we can do all things through Christ who strengthens us. And the Johnson translation actually says, says, I can do everything that I need to do through Christ who gives me strength. So if you're listening to this market research series and you're like, hyperventilating, thinking about, talking to people, because you know that's where this is going to go. And it is. I want you to take a deep breath and be like, all right, Lord, I know that you're going to help me do this. Help me to hear with your. Help me to hear with. With your ears and hear with the understanding that I am going to have the grace to do this because you're going to help me. Okay? Okay. So when we're talking about market research, I think probably the thing that comes to mind for most people is surveys. And I don't know if y'all are old enough, slash, were aware enough to remember the days when there used to be, like, tiny little stores in a mall where people would just fill out surveys. Like, you'd make like five or ten bucks for going in there and filling out a survey. I never did it because I was like, ew, weird. But it was a thing, right? And that I don't think is a thing anymore. I don't know, maybe it is. I don't live near them all, so I wouldn't know. But I think most people, when they think about market research, they think surveys or they think, you know, a satisfaction type survey after they bought a product. But I really want to kind of shift your mind there about how to do your market research. Yes, you can do polls, yes, you can do surveys. But really the best market research is going to come from talking to people, talking to real life humans. Okay, now there's a couple of qualifiers here because I don't want you to have to spend like 500,000 hours doing market research just to get, you know, tons of crazy results or no good results. Okay? So if you have a large audience, I want you to segment. Not just like, ooh, this email list segment, like, I want you to do some qualifiers for somebody to be somebody that you have a market research call with. And what I mean by that is this, you could send out a survey, right? And enter people into a giveaway for something valuable for completing that survey. Okay? And then you take the best candidates from that survey and then invite them to do a market research call. You don't need to call it a market research call. Just like, hey, I'd love to hop on a call with you and get to know you, get to know a little bit about your business and get to know how I can serve you better. Okay? And in exchange for that, I would love to offer you X, Y, Z. Like I said in one of the past episodes, one of the things that I have seen great success with is, hey, after, you know, we do this call, I would love to have you, love to gift you with a free 30 minute coaching call. Right? Like, great way to, one, talk to someone who's actually interested in what I have to offer. And two, a great way to serve them and make them feel loved and help them out too. And it's not just about helping me, right? So if you have a large audience, totally use surveys, right? With very intentional questions to, to make sure that you're spending your one on one talky, talky time talking to the right people, right? And then if you have, like, the ability to further segment your audience and further segment your, your surveys between people who have actually made a purchase and people who are lurkers, maybe been on your email list for a long time, but haven't actually bought the product, okay, that's a really great way to kind of get two different groups of responses so that you can figure out, okay, these people have purchased. This is what I can do better. And these people have not purchased. And this is why. All right, and make sure this is a biggie, biggie tip. Don't forget this, okay? When you go to do your market research, when you go to actually do the calls, make sure that you're recording. Whatever you do, make sure that you are recording that call. Now, everybody and their mama loves Zoom. I love Zoom too. But one of my favorite tools to use is a free tool called Fathom. And what it does is it records, which Zoom records too, but Fathom will record and then take notes for you. And so you get to actually, like, be engaged on the call and not be sitting there jotting down notes unless you really want to. Okay? Okay. So now let's talk through some of the actual questions that I send to my clients to do Their market research. Because just btw, when I'm doing a website copy project for a client, like, they have to do some market research because we need words from the people mouth to put on their website and we need to. It's something that's really going to help their business grow. And so I give them some instructions on how to do market research. And these are some of the questions that, that we use to kind of kickstart that project and help them do that market research. So number one question I want you to ask in your market research is how did they find you? How did they connect? Right? How did they find your business? Because if you don't know, then you can't target that Legion source better. Okay. Number two, I want you to ask this person, like, talk to me about your current struggles as it relates to your. Your business or product. Right? Like if you are coaching moms about how to manage their home, like, talk to me about your current struggles with managing your home, like, and everything you have going on. Right? Let them talk. Okay. One of the questions I ask my people is when you wake up in the morning and it's time to start working, how do you feel? Which if you're a B2B service provider, that's a great question. Okay. Another great question for B2B is how do you feel at the end of a normal workday? Okay. And then what's the least favorite part of their job? What's their favorite part? Right? And you can obviously tailor all of these to what you do and what you sell. Okay. You can also ask about the current spend on different aspects of their budget as it relates to your product, or maybe even as it relates to, you know, kind of wing products to your product. Right? Like if you're, if you're teaching nutrition and food prep, like maybe ask how much they spend on restaurants versus groceries, right? And then I want you to ask, like, in their dream world, what would it look like to have whatever this is fixed? And listen intently, okay? Because I can almost promise you that they have daydreamed about having that problem fixed. Okay? And then I want you to actually ask if it's somebody that's purchased, I want you to ask what made them purchase from you over the competition. And you might be really surprised at what you hear, because sometimes we think that people want our product or service because of XYZ reason, when really it's a completely different thing. I recently heard from one of my students the reason she purchased my course, the Simple SEO framework and group coaching program. Is because I focused on service when it came to blogging and creating website copy because I focused on serving people. And to me I was like, well, of course I focus on that because that's just core to who I am. But to hear that out of her mouth as that was a crucial factor in her decision making, that was really cool. And then I was able to take that. Right. And use that in some of my messaging and some of my marketing. Okay, so those are some of the sample questions. And then I just kind of want to encourage you as you're doing this market research, as you're doing these calls, I want you to be really cognizant of not asking leading questions. Like the yes, no questions are fine, but like don't, don't just stay there, right? I want you to get responses that are deep, not surface level. And honestly, the best way to do that is to just be a real human. Just be a real human. Like not high and mighty, not hoity toity, just be a real human. Right? You are a person serving other people with your God given gifts. And it's okay if everything doesn't look 100% super professional and polished. Like you are sitting down to have a conversation with somebody and it should feel like a conversation, not an interrogation. Okay? So keep that in mind as you're doing your market research. All right? And next week I will be showing you, slash teaching you because it's a podcast, how to actually use your market research in your marketing and SEO. So make sure you're subscribed and you are here to listen and learn. All right, y'all, we'll chat with you next week. Bye. Thank you so much for listening in today. Hopefully this episode gave you some really tangible tips for better SEO and marketing to get more lead and more sales from your website. If it did, can I ask you a quick favor? Would you please share this episode with a friend and then just take 10 seconds and go leave a written review on Apple Podcasts. That is the very best way to help more Jesus loving entrepreneurs scale their businesses so that they can help more people with their gifts and make an even bigger impact for the kingdom of God. And guess what? We now have a Facebook community where we can learn, hang out and laugh. Go join the Facebook group now. It's linked in the show notes and all the other things, courses, coaching and copywriting can be found at my website, faith hannon.com until next time. God bless and I'll talk to you soon.