18th June 2019Planning your digital marketing strategy - what to do when you know your audience
By DougBusiness Development Director
By DougBusiness Development Director
Once you finally decide who your target audience is (as covered in our last article), you need to try to understand them so you can create the appropriate messaging, as well as decide which channels you want to utilise. This article will go into more detail about what your audience could be looking for, and how to communicate with them.
What is your target audience looking for?
Every audience is going to be different, and how you should approach your digital strategy becomes much clearer when you know what your audience is looking for.
New parents (and I know this having just become one) for example, try to gather up as much information as possible before their new arrival. That being said, if you’re a nursery shop targeting that market, the more information you share with your audience to help them prepare, the more likely they are to stumble across your content. Not only do they then see your brand (great for awareness), but they also associate your brand with sharing useful information, which is vital where children are involved as all parents want the absolute best for their child. This is in stark contrast to a busy business owner looking for a cleaning company for their office, who will be much less likely to spend time researching before making an enquiry.
What social channels will your audience be on?
There are so many different channels available!
It can be a bit of a minefield trying to figure out where to spend your marketing energy and budget - all while making sure this isn’t spread too thinly! If you have a limited budget then focus on fewer, more targeted channels but do these really well.
Almost every business will need a website, but not all businesses should be promoting their brand across all social channels. For example, a professional service business that’s predominantly B2B would be advised to utilise a professional channel such as Linkedin, whereas a new clothing brand targeting a younger audience would be better served using Instagram and Facebook to promote their brand. So think carefully about your audience and concentrate your efforts on the channels most appropriate to them.
Different channel, different format
Users consume content very differently on different channels - don’t forget that.
Although your audience may be very similar, you may need to get your message across in a different way. For example, if your audience happens to be on both Instagram and Twitter, then you may decide to be more playful with your posts on Instagram which the audience will expect and engage with.
What strategies should you be using?
There are a range of strategies you could be using to attract your audience, aside from organic social media. Here are a few ideas and some examples as to why you may use them:
Google Ads are an excellent way of guaranteeing relevant traffic to your website since your ad will show up when users are actively searching for what you offer. You can be really targeted with your messaging both on your ads and your landing pages so everything you’re saying appeals to your target audience. If you have an audience looking for a solution in a panic, Google Ads are a good way of being there when they need you since they’re less likely to spend time researching online. In this circumstance, Ads with targeted messaging, a strong landing page that includes testimonials to underpin your credibility and calls to action would be an excellent approach.
Social ads are becoming more and more necessary to build a following on social media. If you’re a new business looking to grow a digital brand, or have a client base that uses social media, social ads will start building those page likes/followers which will help promote your brand to a wider audience.
Content marketing is an essential addition to any modern digital marketing strategy. It’s highly effective if your customers do a lot of research before making a purchase and are always looking for information (a bit like the nursery example I mentioned earlier). Creating articles and sharing relevant information about your industry can also position you as a thought leader/industry expert, which will show your audience you know what you're talking about, and in return, they will be more likely to consider you next time they are to complete a purchase.
SEO is a strategy that’s important for almost any business that has a website, although make sure you’re targeting the right keywords to gain the right traffic. SEO is not always an appropriate strategy, some of our clients for example actively don’t want to be found by too many people in search engines as they prefer word of mouth referrals, or maybe their audience just doesn’t shop on search engines so any enquiry is usually someone looking for a price comparison. So only try and rank if you want to, otherwise you may end up fielding the wrong type of enquiries which would waste time and budget.
Carefully planning an audience to target is essential. There are so many tools available which can track engagement and performance of a campaign that you would be foolish to not amend your strategy if a part of your messaging, for example didn’t seem to be working. It’s also important to revisit your audience research on a regular basis as trends and interests change so never have a strategy so inflexible that it can’t be altered at a later date.
Hopefully this article has been of use, if you know your audience but don't know how to reach them, we would love to talk through options with you.