You’ve probably wondered how to increase the revenue from your motorcycle website. And at some point, you might also have wondered how to stop losing money on your site.
One way to get the best results from your spending is to accurately identify your biker target audience. This can positively impact your engagement, conversion rate, total revenue, and net profit. Consequently, the sooner you accurately identify your audience, the better.
First, you need to understand how to market a company online. Then you must know your website’s audience before building your site. Your ideal audience should guide you in designing, developing, and creating content and graphics for your motorcycle website.
Targeting Paid Social Media Ads
Another important reason to know your website’s target audience is for paid social media ads. With these ads, you must pinpoint the best demographic. If not, your time and money will be wasted on an inaccurate audience.
Imagine if 10% of your social audience has zero interest in your offering. And let’s say 40% of the people you target are only a mediocre fit. How much of your marketing and advertising budget would this waste? Too much.
Another question is, if a more qualified audience were targeted, how much more revenue would your website generate? And yes, if your social media person is truly an expert, you will make a lot more money when advertising.
Notably, to clarify, Facebook “boosts” don’t offer highly detailed targeting. But Facebook Ad Manager ads do. Although there are many choices and endless combinations, your Facebook ad expert should know how to pinpoint your targeting.
Who Can Identify Your Audience
First, a marketing agency in the motorcycle world should already have a good idea of your target audience. And if they don’t have a good idea, you’re probably using the wrong marketing company.
Noteworthy is that a techie (whether they’ve worked at a motorcycle company or not) or a generalist marketer won’t get you the best audience. Subsequently, you won’t get the best results from your site.
Instead, you need a marketing person or agency who has the web & search expertise and the following background:
- Biker world knowledge
- A solid understanding of your biker products or services is a must, and it is better if your marketer uses them.
- In-depth knowledge of bikers, and it is better if they are a biker.
- Riding experience allows both a better understanding of motorcycle products and bikers.
Audience Identification Process
In today’s world, there is no need to rely on guessing and hoping it works. You can look at your website’s Google Analytics, Facebook Insights, advertising results, etc. These tools will show what audience is or isn’t working.
Then, the target audience for your company’s website and ads can be tweaked. Once there’s enough interaction data from the above tools, it can be analyzed again, and then this cycle is repeated. Doing this will help you constantly improve your website’s marketing. Plus, you use data/facts, which results in better sales-related metrics.
Benefits of Accurate Targeting
Next, correctly identifying your target audience of riders has many benefits:
- Increased sales
- Higher engagement rate
- Lower cost of conversion
- Higher profit margin
On the flip side, overly broad targeting will have the opposite effect. Barely paying your company’s bills means your business won’t grow. Eventually, it can lead to your company closing.
Motorcycle Rider Statistics
Understanding online rider statistics will help you find the best target audience. First, the US has 14 million registered and unregistered street motorcycles. So, a rough estimate is that the US has 20 million riders and passengers.
Business owners and junior marketers often think the ideal audience includes almost all riders. But this is not the case because some will not want or need your product. In addition, others might not like your specific product or service.
So, what happens? Well, it is simple – you’ve wasted money that you wouldn’t have if you had an expert in marketing. Another important factor when paying for ads is budgeting. In particular, you must know how much your motorcycle company can spend to acquire a new customer.
In addition, poor targeting also kills the opportunity you have every day to generate income.
Hopefully, you’re just getting started building a motorcycle website. But if you already have a website, you must stop the cycle of losing money. One area where you are losing money is paying a generalist marketing company to redo things with only mediocre results.
Finally, Revolution has the skills & background to identify your target audience and deliver results.