Digital Strategy: Are you reaching your target audience effectively?

With over 79% of marketers reporting that content marketing generated organically is the most effective way of reaching the masses, followed by a distant 44% for email and social media marketing and finally only 37% for paid search. You may be wondering how you can start effectively reaching your target clients?

These helpful tips will provide you with the information required to drive up your search traffic organically and suggest ideas on how you could use different platforms, channels and marketing tactics to leverage your communication and digital reach.

1.   Who is Your Target Client?

As simple as it sounds, we often disregard the most important thing: “To define our relationship with our customers”. A key component of marketing success is to ensure that the products or services you offer work in accordance with what your target client is looking for.

To be a successful marketer, you must have an in-depth understanding of who your ideal customer is. You must envision the client goals by:

1.    Understanding precisely how the customer thinks

2.    Asking yourself what motivates throughout their decision-making process

3.    Demonstrating how you can solve their problem

By developing a thorough understanding of your clients and their goals, you will be able to direct your content towards your primary clients. You will also effectively identify opportunities to drive traffic and generate leads.

2.   Where Do Your Customers Spend Most of Their Time?

This step is critical to improving your marketing strategy. Begin by conducting research to identify where your customers spend their time online. Invest in Brand Monitoring and search through the target keywords regarding your industry, your products or services, and your competitors. It is also wise to spend time on forums, popular blogs, and comparison sites.

By using Quora, Facebook, and even a basic Google search, you will start to realize some key insights on what customers are talking about, what they want to know, and what they dislike.

quora-marketing

When you discover where and how your audience is spending their time online, that you can then begin to strategically target them through your content.

3.   The Winner: Create Relevant Content

Once you understand what your target audience is searching for online, you can create relevant content to meet their needs. Right now, your target customers are online seeking solutions to their deep-seated worries, asking themselves “what is the best price”, “what is the best brand”, “where do I get the product from”, etc.

It is your responsibility to position yourself in a manner that answers these questions through content.

SEMRush content planning is incredibly useful for strategic content creation. This tool is effective in that it assists content creators and marketing teams to produce relevant content that will resonate with the audience.

SEM Rush Marketing

By creating relevant content, you will also build a sense of trust between yourself and the viewers, which will result in a higher conversion rate.

4.   Be Strategic About Content

Within your website, it is important to have strategic content so that you do not miss an opportunity to convert viewers into clients. For example, I created a series of pillar content sections on a website, using high-quality content to rank for high-value keywords.

This pillar page addresses all of the questions that a user could have. The page also ranks for a massive number of long tail keywords and ensures a full-scale set of information for anyone searching the subjects.

Here is an example of how SAS brilliantly used pillar pages under an insights section to explain specific topics related to their solutions – This allowed them to rank for a wide range of short and long tail keywords.SAS insights page

While this may require more effort from a content creation standpoint, these pillars are effective in ranking target keywords that would otherwise be difficult to appear in the SERPs.

Furthermore, this section can incorporate internal links and increase the number of organic shares each month.

5.   Create Marketing Quizzes

Creating a well-structured quiz is a wonderful way to discover hidden information regarding your key prospects. These quizzes will provide you with highly valuable insight and feedback on how your content marketing strategy can better reach these prospective clients.

The marketing quizzes should be structured similarly to brainstorming games, so as to engage with the viewer. This will prevent the prospects from feeling as though they are answering questionnaires.airbnb

These quizzes can also be a fantastic lead generation opportunity.

6.   Tailor Content to Your Audience

No two audiences are the same, meaning that you should cater your content specifically to your own audience. Here are a couple tactics to ensure that you are delivering content specific to your audience:

a.)  Use of user-generated content: Special hashtags, reviews, blogs, pictures, and video contentyoutube-influencer-marketing-statistics

When customers search special hashtags, review items, and share pictures or videos, they utilize arguably the best marketing strategy of all: word of mouth. Consumers tend to be untrusting towards marketers. However, they do trust their friends, family, and influencers that they follow.

b.)  Account-based and programmatic marketing

Melissa Campbell, an Account Manager at Stratagon, states that “I always wanted to work with lawyers in Orange County, CA region for several years. When the opportunity came up to acquire OrangeCountyLawyers.com, I jumped on it.”

By using a local resource such as OrangeCountyLawyers.com, Campbell effectively acquired new clients by overcoming the “natural defense” that consumers have towards sales pitches. In other words, she reached her target audience by appealing to them through a channel that she knew would attract her ideal clients.

If you can discover what content resonates best with your ideal clients, you will begin to reach your target audience, instantly.

7.   Build a Process

The following steps will help you to achieve a tested and proven process of delivering content to your target clients:search process

  1. For search engines, use long-tail keywords that your target audience might type.
  2. Check the “related searches” suggested by search engines.
  3. Find in those “related searches” perfect titles for blog posts, such as “Why + keywords” or “How to + keywords”, etc.
  4. Write a well-researched, interesting article.
  5. Make the article SEO-friendly.
  6. Distribute and promote your article on social media and in forums where your target audience is, as well as through email lists and your LinkedIn contacts.

It is effective to establish a specific goal for each piece of content that you produce. This goal should have a clear focus and a mission to serve the needs of each particular buyer persona.

Ask yourself questions internally regarding whom this particular blog post is going to serve and what the ultimate takeaway of the post should be.

8.   Become an Authority

Aside from your own blog, creating thought leadership pieces for other publications is a fantastic way to establish a voice within your industry. This is a great way to expand your brand’s name to audiences who you wish to reach. Ensure that the publications you are pitching to are those in your niche so that you are more likely to attract the right clients.

By collaborating with other thought leaders in your industry, you will grow your brand and become an authority-figure that others trust and look up to.

9.   Expand Your Reach With Content Promotion

Rather than creating content and merely hoping that your audience reads it, INCLUDE YOUR AUDIENCE in your content. Success will be automatic and you will receive brand attention before you even publish.

The next time you are writing another article, reach out to a prospect or referral partner and ask them if they would like to contribute a quote. Better yet, create a series of articles or even a podcast to feature your target audience.

If you host a podcast episode, for example, that interviews another leader in the industry, you will be reaching their audience in addition to your own.

10. Have an SEO Strategy

The most effective way to address your SEO strategy is to avoid focusing merely on keywords with a high volume of searches. Instead, begin by being laser-precise in your keyword selection and branch out later.

A common mistake in SEO strategy is that companies optimize their website around keywords or topics that are too vague. These general topic clusters and low-volume keywords can lead to the wrong type of audience visiting the content. Attracting the wrong audience results in in high bounce rates that do not look good on Google and SERP.

Avoid this common error by selecting the most effective keywords and optimizing all the way through to the customer experience. Ensure that your meta description includes the keyword phrase that the visitor will see as soon as they land on the page. This will establish an alignment from search intent throughout the content and to the call-to-action.

Building a robust keyword strategy with topic clusters is the necessary foundation for attracting your target audience.

11. Answer Audience Questions

SEO best practices ensure that small businesses discover your content when they ask a related question through Google. One strategy you can use for attracting your target market is to discover what they are searching for on Google and then make it easy for them to find your content there.

Marketers are continuously searching for new, unique ways to describe themselves. It is best to describe your business in terms that your customers are most likely to use.google questions

The Google Keyword Planner is a wonderful tool to determine what your audience is looking for. Use of this tool will help your audience acclimate once they find you. It will even help more viewers to find your content in the first place.

12. Setup a Remarketing startegy

Your content’s purpose, first and foremost, should be to generate leads or expand your viewers’ knowledge of who you are. One way to do this is to establish various remarketing ads on the pages of your website in which you are attracting the most visitors.remarketing strategy

For example, if your business is in the travel industry, you can retarget your blog visitors with a set of remarketing banners mentioning a discount on air travel or hotels. Post these remarketing banners across various platforms, such as Facebook, Instagram, and Google and watch as your conversion rate rapidly increases.

Remarketing is a powerful tactic when used properly, where you can target specific content to an audience who is already in the “awareness stage” of your brand. To learn more about remarketing on top channels, check out these links:

·     Google Remarketing

·     Facebook Remarketing: Custom Audiences

·     LinkedIn Remarketing

13. Engage in Social Media: Behavior-Based Marketing

Social media is an incredibly powerful tool to engage with your target audience. You should create and boost social media content for Facebook, Instagram, and other platforms in which viewers frequent.

Take your social media marketing further than simply uploading posts. Facebook, for example, will place viewers in “buckets” based on their consumption of your content, which will tell you if they are interested in learning more. Based on this behavior, you can determine if you should send them more content of that nature.

Once you have an engaged audience, you can then present and offer in the middle of the funnel to increase conversion.

By using social media to analyze prospective client behavior, you can cater your behavior in content creation to draw your target audience in.

14. Choose Social Tactics for Your Audience

Instagram can be a powerful platform in social media marketing strategies. Many brands use Instagram influencers to share their content or products with their following.

For example, if you own an e-commerce website that sells bathing suits, you would send one of your products to an influencer who already has an audience that you want to reach. In exchange for one of your free bathing suit products, the influencer would provide an honest review of your product in their blog or on their Instagram account. This results in a massive increase of new followers and sales for your brand.

When considering an influencer program, it is critical to ensure that the influencer identifies with your brand so that you are expanding to audiences that are interesting in what you are selling.

Since these influencers already have an established trust between themselves and their followers, the audience is far more likely to purchase the product that they are promoting.

15. Contests and Giveaways

Hosting contests and giveaways are great strategies to increase customer engagement with your brand. These contest typically entail asking social media users to follow your page, ‘like’ your posts, and tag a certain number of friends.

Not only do these contests promote interaction with your current followers, but they create a greater awareness and help to spread the word about your brand.

After you host the giveaway, it is likely that these users will continue to follow you if you create valuable content that is relevant to their interests.

16. Deliver Targeted Emails

The most effective way to convert leads to clients is through email marketing. Email has maintained its status as a powerful marketing tool, allowing for a one-to-one relationship between your brand and your lead. Email helps to build credibility and trust with clients through customized messaging based on intelligent segmentation.

Once you have acquired the email address, the rest requires consistency and patience. Create emails that offer valuable information, so as to avoid irritating clients with useless content.

17. Get in Front of People During Events

Quite often, it is the easy conversations that lead to an initial engagement that will spark important industry connections. You should try to attend industry events and engage in conversation with prospects regarding the challenges and questions that they face. Demonstrate that you have worked with hundreds of other similar providers and have solved their challenges.

Since there are events specific to every industry, it should not be too difficult to attend an event and establish valuable connections.

The Takeaway

By adhering to the advice above, you will boost your chances for effectively reaching your target audience. When you establish an in-depth understanding of your target client, you can then get creative on how to best cater your content to their interests.

Have an open mind to new ideas, so as to stay ahead of the marketing game – you never know when an unexpected opportunity will present itself.

 

2019-01-29T21:09:50+00:00By |

About the Author:

Growth and performance orientated marketing professional with over 8 years of experience. My track record includes successful lead acquisition strategies, large scale web projects, and the full optimization and management of the marketing & sales pipeline. I have a passion for experimenting, analyzing and discovering new digital tools and trends.