Have you ever seen an advertisement or content offer that downright annoyed you, not because it wasn’t well done, but because you just weren’t interested in what it had to offer? It’s all too common, because companies don’t always target the right customer.
You were targeted for an ad, but it didn’t appeal to you and wasn’t relevant to your needs, wants, or interests. Even the best content can miss the mark by falling on the wrong eyes and ears. This not only reflects poorly on the content strategy, but the company who distributed the content to begin with.
What do you want people to think and feel when they engage with your content?
Humor? Relief? Concern?
Whatever it is, we doubt it’s annoyance.
How do I target the “right” audience?
By getting to know your customers.
To target your ideal customers and get qualified leads, you have to understand who your ideal customers are by:
- Researching your customer demographics
- Crafting buyer personas
- Creating content catered to the “right” customer
Track and analyze customer data such as:
- FAQs from your customers
- Social media engagement
- Website usage and behaviors
The best way to get to know someone? Ask questions. Collect information via:
- Interest forms
- Social media campaigns
Create your buyer personas
A buyer persona is a fictional, generalized representation of your ideal customer.
Defining the key characteristics of your ideal buyers can help you gain clearer insight into your target audience and leverage this knowledge to attract people to your business and build stronger business relationships.
Take the information you gathered about your customers and answer the following questions:
- What is their educational background?
- How old are they?
- What are their job titles and incomes?
- What concerns or needs led them to my business?
- Which social media platforms do they prefer?
- What do they like about my company? What would they change?
Depending on your business and who your customers are, you might need to craft several different buyer personas to match the different demographic cohorts of your ideal customers.
Once you’ve nailed down the basics, you can even analyze their hobbies, family situations, and other interests. The more thought and detail you put into your buyer personas, the more useful your personas will be for planning content and targeting the right people.
Plan, create, and publish content that people actually care about.
Now that you know who your ideal buyers are, you can use your buyer personas to inform your content strategy. Craft content that appeals to your buyer personas, and share it across platforms you know they’re using. Content marketing is a powerful tool (when you’re targeting the right people). You’ll attract, convert, close, and delight more customers if you’re aiming your advertising and marketing arrows at the right crowd.