Getting consumers to get behind your product isn’t exactly an easy task, but businesses often make it more difficult than it needs to be. Most experts suggest that having a Facebook page and getting verified on Google will get the word out there about your product, but how do you keep consumers interested in what you’re promoting on those accounts?
Knowing who you’re trying to reach is what will make for a good digital marketing strategy that will keep keep them interested. In turn, your audience will then see you as a company they can trust.
Know your audience
The key to any successful business endeavor is to first establish what sort of audience you are trying to reach. The chord you’ll strike to catch the attention of your CEO is not the same chord you’ll strike to get the attention of average Joe down the street who coaches the neighborhood little league team.
Look at what books and movies they’re consuming, and follow them on Twitter. Find out what makes them tick. Your strategy should rely heavily, if not, completely, on your audience demographics and what it is that demographic cares about.
Establish a voice
Now that you know the concerns of your audience you’ll need to establish your own voice in their world. Maybe the tone is an informal one, filled with slang, or maybe it’s a more formal one packed with trade jargon.
Either way, make sure to present information in a voice that will establish you as a credible source for your target demographic. They’ll recognize that you’ve taken the time to care about what voice they connect with, or they’ll think it’s just a natural part of your brand. Either way, they’ll want to hear what you have to say.
Pulling it all together
What comes next, now that you’ve identified your target audience? After doing some research as to what concerns your audience are facing and coming to know what sort of voice resonates with them the most, you’ll need to pull this research together and understand how it connects with your specific product or business. As you use social media channels like Twitter and Facebook, you’ll want to establish exactly how to apply your product to the exact situations your target demographic may be facing.
For example, if your target audience is women in college and you’re selling handheld mixers, you’ll want to apply your mixer into their world with a Tweet that goes something like “Whether you’re baking a cake for your roommate’s birthday, or baking a cake to make you forget about finals, our mixer is here for you.” This shows that you have an intimate understanding of your target demographic’s world.
Remember that establishing credibility with your targeted demographic is vital to getting the word out there about whatever it is you’re looking to promote in the digital world. So, the next time you’re creating a post, rather than reaching out to your demographic in a hard sell manner with flashing lights and color, maybe consider tapping into their world and what you and your product can do to make it better for them.
Whether you do this yourself or choose to work with a company offering digital marketing services, making your mark during a person’s social media time is all about getting to know the demographic you’re attempting to reach, speaking their language, and putting it all together.
How to Scale From a Small Business to a Billion-Dollar Empire, Entrepreneur.com
3 Digital Marketing Tactics Every Small Business Can Implement Today, Entrepreneur.com