Producing relevant content for the right audience can significantly boost your customer engagement, generate higher-quality sales leads, and increase conversions. In order to effectively reach your target audience, however, you need to understand them. With a deeper understanding of your target audience, you can create more compelling content that will help you better achieve your goals. These tips and strategies will help you get to better know your target audience and reach them.
1. Know Where Your Target Audience Spends Their Time
What platforms do your consumers use most often? Sixty-nine percent of American adults use Facebook. Young people, on the other hand--including members of Gen Z and millennials--are using Instagram more often. As you deepen your understanding of your target audience, you will also develop a better understanding of the channels they watch, the programs they consume, and the types of content they are most interested in.
When you know where your target audience spends its time, you can focus your advertising efforts on those channels and avoid the ones they aren’t engaging with. By focusing your advertising efforts, you can experience a higher overall return on your investment.
2. Create Content that Appeals to Your Target Audience
The better you know your target audience, the more you will know about the content that will appeal to them. Many consumers are looking for certain types of content in order to help them make a buying decision. You may want to know what content will help move consumers through the sales funnel or what type of content will motivate them to follow through on your call to action.
Appealing content may look different for each type of audience and each stage of the sales funnel. You may want to create entertaining content that will hook your audience, compelling content that will inspire a call to action or informative content that will keep your target audience apprised of the latest events in your industry or your business.
3. Integrate Your Advertising Channels
Integrated advertising can substantially increase the overall return on your investment. By integrating your marketing across different channels, you increase the number of opportunities you have to reach out to potential customers who may be interested in the services you have to offer. You also increase the number of contacts you have with each consumer, which can help increase the odds that they will make a buying decision. By integrating your advertising, you ensure that consumers will have the same experience when they connect with your brand each time, creating better overall brand recognition.
You may want to integrate several types of advertising as part of your campaign, from TV ads to digital, email, and social media. Each type of content can drive users to check out the others and encourage them to learn more about your business.
4. Create Mobile-Friendly Content
In 2020, around half of internet traffic around the world comes from mobile devices. If you aren't creating content designed to be mobile-friendly, it will cause a negative impact on the number of people who will view your content. Consumers who cannot view your content from mobile devices will be more likely to turn to your competitors. Ideally, your website should load within 3-4 seconds. If it takes longer than that, users may click quickly away from your website. Google also heavily penalizes websites that do not offer mobile-friendly content, so if your website and content are not mobile-optimized, consumers may find it more difficult to find you.
5. Tell a Consistent Brand Story
Who are you as a business? What sets you apart from your competitors? What makes you special? Consumers want to know the elements that make up your business as they connect with you. They want to see the causes that matter to you and the principles that set you apart as a business. You want to tell a consistent brand story: one that shares all that information with consumers. You also want to make sure that information is consistent. Consumers should get to know your business and have the same experience with it no matter how they connect with you. If you provide an inconsistent experience, consumers will not know what to expect from your business--and they may decide that they prefer your competitors.
Reaching your target audience is critical for your brand. If you don’t know how to reach your target audience, you may find yourself struggling to bring in new business or to grow the value of your existing customers. If you're struggling to identify and reach your target audience, a media partner can help. Your media partner can provide you with more information about the members of your target audience and how to reach them effectively: where they spend time, the type of content they respond to most, and even how to shape a more consistent brand story.