Everybody is blogging and posting content to Twitter, Facebook, and Google+, but do you know your target customer? Do you have a clear idea of who your desired audience is and where they hang out online? Is your content attracting the right readers to promote your online brand?
Before embarking on a content marketing program, you should have a firm understanding of who you are trying to reach, what their interests are, and where to reach them.
- First, remember that you are not the customer. This may seem obvious, but too often marketing professionals inject too much of their own wants and desires into their perception of their customer. Put your own biases aside and think like your customer. Ask yourself what they want from your product or service. What are their points of pain? What does your customer want from your product or service? Once you answer those questions you will be in a better position to offer content that addresses customers’ desires and needs.
- Don’t try to sell to everyone. There is no way you can deliver content that everyone will love, or even like, so don’t try. Instead, find your market niche and stay focused. The more you focus on your target audience , the more successful you will be. It’s always better to use a laser-focused approach to hit your target than trying to cast a wider net. If you can pinpoint your target use a personalized approach, you will get greater returns from more loyal followers.
- Create a customer persona. The best way to make sure you are targeting the right customer is create an audience persona. This is a detailed profile of your audience/customer, including demographics (gender, age, income, etc.) and their behavioral patterns (expectations, concerns, what they expect from your brand, etc.). You want to create a clear portrait of who you want to reach, including shared pain points and concerns.
The more you understand about your audience, the easier it is to create content that speaks to them. If you can project yourself into your audience’s needs, wants, concerns, and desires, then you can promote a more meaningful online conversation.
If you are using content to generate sale leads (and who isn’t?), then see if you can project yourself into the customer’s journey through the buying process. What motivates their initial demand for your product or service? Where do they look for it? What criteria do they apply in making a buying decision? What makes your offering more or less attractive? Answers to these questions should give you some ideas of what to address through your online content, and where to post that content to get the right attention.
Now you can engage. Offer content that addresses concerns raised during the buyer’s journey. Talk about industry issues or approaches that make your company stand out over the competition. Offer case studies, using points that parallel customer concerns or challenges. If you strike the right chord, you will not only promote loyalty in your online following but you’ll enlist some brand evangelists who will comment, repost, and share the good word about you and your company.