Industry content resonates directly with your target audience, especially if your company has the Software as a Service (SaaS) model.
Last year I was in a series of customer interviews where nearly every single customer interviewed mentioned they liked how our client showed various industries the client worked with. However, some of the customers were in niche industries and weren’t sure if our client served their industry initially.
Your target audience shouldn’t have to dig that deep to figure out if your product is a good fit for their company and the overall industry.
Not having specific industry pages could even be costing you potential conversions.
Use Google Search Console or your PPC Search Query report to dig into possible industry terms like “healthcare” or “human resources”.
Simple answer: Use the data to guide you.
Long answer: Between data sets like PPC Search Query Reports, and Google Search Console, you can actually see how people are searching and clicking on your site for the content they are searching for. Using form fills to capture conversions? Add in a drop-down for users to select their industry and tag it as an event in Google Analytics. Over time, you’ll see what industries are selected and what pages users travel to until converting.
Step 1: After you used your data to discover your top 3-5 industry pages, take a look at CTAs and conversion rates to see what is resonating over a 1-3 month time-span.
Step 2: Perform some audience research with customers if you have the resources to see if there are other pages they could have found useful in their search.
Step 3: Keep testing!
Some newer industries seeing buzz include:
- Human Capital Management (HCM)
- Customer Experience (CX)
- Enterprise Resource Planning (ERP)
There could be even more specific industries hidden in your data, but it’s up to you to find it with a deeper dive in your datasets and audience research.
Learn more about how Seer does audience research and let us know about your own experience with industry pages.