So you know all the basics of digital marketing. You’ve set up your website, social media pages and online store. Your SEO game is on point and you’ve created content that’s fun, informational, interesting and engaging. All you need to do now is present all this cool stuff to the right audience. But how exactly do you do that?
If you’re a little stuck when it comes to marketing and unsure of what the next steps are don’t fret, we have all the details that will help you figure out how to connect to the right audience.
All business owners want the same thing – visibility.In marketing visibility can only be achieved if people see, read, enjoy and share our content.
When you create content for the purpose of digital marketing, the goal is to engage and connect with your customers. In order to do that effectively you have to figure out who your audience is.
Why You Need A Target Audience
While all businesses or brands would like to include everyone in their customer base, that’s not very a realistic approach. For example: If you’re selling DIY home renovation products it would be silly to include teenage girls in your target audience.
It is important to remember that focusing your effortson a specific target audience doesn’t mean you’re excluding potential customers. It just allows you to focus your efforts on the target audience who are likely to be most interested in what you have to offer. (Once you are established within your niche you can expand your marketing strategy to draw in new customers.)
Connecting With The Right Audience
- Demographics
Demographics is the best starting pointing when connecting with your audience. Take a moment to consider your brand/product/service and decide who would be most interested. Consider factors such as age, gender, location, income, education level, marital status.
- Create Relevant Content
Content can make or break a connection with your audience. When creating content make sure you it appeals to your target audience with regard to tone, images and syntax. You don’t want to be overly formal if you’re blogging about comic books. It’s also worth noting that any digital content always needs to be engaging, useful, informative and fun. When you create high quality content people will want to share, read and comment on it.
- Pay Attention
Once you make a connection with your desired audience it’s important to maintain it. That means you have to pay attention to the interaction with your customers. Take note of things like complaints, likes and dislikes that appear in the comments threads (or on social media). This information can be very useful when adjusting marketing strategies and tweaking advertising campaigns.
- Don’t Forget Your Keywords
When people are interested in something they Google it. Whether it’s a song, book or pair of jeans an online search is their first point of information. This is why you need to make certain that your website, blog posts, etc use keywords that are relevant to your brand as well as your niche market. This will ensure that your business appears in the organic search results when someone searches for stuff within your industry. Here are a few tips to consider when creating keywords.
- Use Informational keywords to appear in broader topic or item searches.
- Use navigational keywords to help people find your website or products.
- Use transactional keywords in order to appear in purchase option searches such as “buy comic books”.
- Check Out The Competition
No matter what industry you’re in chances are there at least a handful of other businesses offering similar products/services. Examining the marketing strategies of your competitors can make your aware of your own strengths or weaknesses within your shared industry. This can help you to adjust your strategies which can lead to attracting and connecting with more customers in the long run.
- Be Authentic
While you’re dealing with all the technical stuff don’t lose sight of your brand’s core values and the message you want to convey. Remember that customers respond positively to personas that are authentic and genuine. So always remember to just be as real as possible. It will assist you when you are building a lasting connection with your audience.