Social media has revolutionised the business world and created unprecedented opportunities for identifying new markets and increasing market share. But on the downside, it’s a very crowded arena, with thousands of businesses clamouring for attention.
As a business owner, how can you cut through the noise and create powerful marketing content that grabs the attention of your target customers?
In the 3 minutes it takes to read this article, you’ll find out how to increase your online visibility by understanding and engaging with your audience.
You’ll also learn about creating impactful social media marketing content that drives more customers towards your business.
If you want to grow your business to the next level but are struggling to know how to achieve this, then read on!
The first thing to understand is that a lot of online marketing content says essentially the same stuff. So if you want to stand out, you need to create a digital marketing message that sets you apart from the others.
But how to do this?
A good place to start is to develop a deep understanding of your target audience. This is known as ‘audience analysis’ and it helps you to build a picture about the customers you want to attract.
When you can clearly identify and understand your target audience, you can create tailored marketing content that connects to your customers. Instead of a costly ‘broad brush’ approach, you’re focussing time and effort on cultivating an engaged and loyal customer base.
How much should you invest in Digital Marketing?
Once you can engage meaningfully with your audience, your online visibility will climb and your business will grow!
So in a nutshell, good audience analysis means you’ll save time and money by communicating the right marketing messages to the right target audience.
But what exactly does audience analysis involve?
Let’s imagine that your business sells artisan coffee online. You want to increase your sales, but to do this you need to target your marketing to the customers you want to attract.
To understand your ideal customer, it’s useful to find out information on your customers’ age, gender and income, and maybe location – are they mostly living in big cities, large market towns, smaller towns, rural villages, etc.?
Most businesses recognise the importance of collecting general information like this to create a clearer picture of their customers. But to really understand your audience, you must also uncover the deeper reasons why your customers want to buy your coffee.
For example, are their buying decisions motivated by perceived quality, a sense of prestige, or by ethical or environmental concerns?
Are they looking for an experience to be enjoyed alone at home, or to be shared at a coffee morning with friends?
As buying is a predominantly an emotional behaviour, if you really want to stand out, it’s vitally important to intimately understand what emotions drive your target audience’s buying decisions.
Good audience analysis involves using sophisticated psychological research techniques that unlock the secrets of what emotions influence the decision-making of your target audience.
For example, are they influenced more by what others think, or by fear of missing out?
Or are they likely to be persuaded by personal endorsements from an authority figure?
Once you know the answers, you can create highly engaging social media content that drives more people to your business.
Owning a business is already a demanding job so you’d be forgiven for feeling a little overwhelmed at this point.
How on earth can you find the time to develop the specialist skills needed for detailed audience analysis?
Luckily, Serendipity Marketing does! Serendipity Marketing’s unique analysis techniques will equip you with the essential information you need to fully understand your audience.
Armed with this knowledge, your marketing content and web design will be relevant, focussed and powerful, creating a committed and loyal customer base.
Congratulations! You’ve cut through the noise, increased your online presence and grown your business!
