The best path to online marketing consists of identifying your target audience and getting your brand message in front of them to drive conversation and leads. The whole plan is done in one sentence; so it should be simple enough, right? Wrong! This pathway is easy to conceptualize; but is definitely more difficult and time consuming than just stating the plan. We have compiled a list of 5 steps that might make your journey of identifying and appealing to your target audience a little less bumpy.
- Identify and categorize your existing audience. Talk to your current customers and really get to know them. Knowing who currently loves your brand will give you an idea of who you should be reaching out to. Define your prospects that matter most using analytics. Analytics help you to determine the demographics or your audience such as identity, job position and company size. Analyze your social media followers to figure out where they are coming from. This will enhance your buyer’s profile and determine which customers are actually engaging with you. Once you have identified your actual current audience, focus on identifying target markets that you aren’t reaching successfully, or markets that you are reaching- but aren’t converting. You might find that your message and tactics aren’t going out to the right audiences.
- Change around your branding message to appeal to your audience. Campaigns are great for creating a buzz among audiences you haven’t touched. Campaigns also increase interest and engagement among your existing customers as well as letting others know how your business is perceived. The goal of any campaign is to get as many of the right people talking about your brand. Through the interest, you can expect to increase the number of leads that convert into a customer. You can categorize your customers or potential customers according to their specific buyer personas. Organize them as customers, people who engage, people who follow you, and people who could potentially have an interest in your business. When you have that clear picture of who you are looking to reach, focus on developing the message and content that communicates your brand’s value and ability to satisfy the needs of each buyer persona.
- Use relevant content to educate and engage your audience. Your potential customers will not buy from you until there is a level of trust and familiarity established with your company. Get your target audience to understand you as a person; what you do, how you’re different from the rest and why you’re the best choice for them. The content that you publish should contain all these elements. When they decide to check out your business, they should have all this information readily available for their eyes!
- Retarget to increase conversions. The prospects that have clicked on your ads, shared tweets or visited your website have signaled interest in your brand, and are more highly qualified prospects than others who have paid no attention. Each prospect is at a different level in the development of your relationship, but retarget your brand message for each person. If someone has visited your homepage and done nothing else, retarget that individual with ad creative that focuses on increasing brand awareness and highlighting your overall value proposition. But if they’ve navigated to a specific product page on your website, take the opportunity to focus the ad creative to reinforce the value of that particular solution.
- Use metrics to compare the impact of your new efforts. Using these, you can determine exactly which program is responsible for what outcome. You can also see how many prospects convert according to which effort.
At the 1440 Group, we strive to make your business as successful as possible. If you have any questions or comments, feel free to contact us! To view this full article, click on the link below.