What You Absolutely Must Do Before Optimizing Anything


As a digital marketing firm and SEO service provider, a mistake we see made all too often by brands is failing to identify the audience they’re targeting. It may sound like a step significantly less important than others throughout the optimization process, but spending time getting to know and understanding your audience is one of the most important things to do.

The key to not just good, but successful and effective digital marketing is knowing who you’re directing your efforts at, how they will respond to those efforts, and so on. But not exploring your audience impacts user experience, and a negative user experience impacts conversions, and fewer conversions directly translates to less profit and reach. See the problem?

Don’t make the mistake of skipping this important optimization step, and if you already have, go back and get to know your users. Here are some starting points.


This is a pretty obvious step, but in a world where most interactions are digitally stream lined, it’s become easy to forget. Conducting research to find out who your audience is should be a top priority, and it can be done in a number of ways. You can study the audience of your competitors and do some digging on social media platforms, get out in the field-wherever that field may be-and dispense surveys, and/or conduct interviews. All of these are great starting points to identifying your target audience.

Break the audience into groups.

You might have one big audience, but more often than not you have multiple groups within your audience at large. A perfect example is Target. Target has something for everyone, and there are multiple audience groups within their audience as a whole. After conducting your research, take a closer look at the types of people you’re targeting. Then, build your advertising and optimization efforts around them.

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Find out who’s who.

Yes, I’m talking about the influential leaders that exist within your audience. For example, if your business is in the cosmetic industry, find a make-up tutorial guru who has thousands of followers on Youtube and start a partnership with him or her. There are respected authorities within every industry, and finding a way to reach their audience your audience too.

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