Thu. Nov 14th, 2019

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Know Your Audience

3 min read
Know Your Audience

Who is your audience? Do you have it envisioned? Does it include fashionable teenagers? Female entrepreneurs? Men with a beard? Local restaurant owners? Corporate C-level executives?

To define your target audience, you cannot simply say “I want to sell my products to everyone“. You need to be more specific. Narrow it down. Get into details.

For this purpose, you need to walk in your customers’ shoes for a while, to get to know their needs, thoughts, feelings, desires, urges, pain points… In other words, you need to roll up your sleeves and get some research done.

The best way to define the audience includes the creation of buyer personas and customer journey maps, researching people’s online behavior, outlining customers’ search intent, taking surveys, and other methods that might provide you with the insight into your audience demographics, behaviors, interests, and problems that you could solve with your products or services.

Once you know all of this, you can perform the audience targeting for your digital ads and social media promotions more accurately, with an extensive reach, and a superior impact.

CREATE A CONTENT PLAN

If you run a corporate blog, it is always a good idea to keep a consistent editorial calendar. You can use Google Sheets for this purpose and simply outline weekly, monthly, quarterly plan for the future blog posts.

If you struggle finding inspiration for topics, we recommend you carefully research the keywords you want to rank higher for, and then outline the SEO-friendly articles.

We also advise you to stay in the loop of all the happenings, news, events, and trends within your industry and your specific niche. That way, you will easily get the bigger picture of what should you cover in your topics, from which angels, and in what context.

A social media marketing calendar is the next big thing for you to master. It is going to be a tremendously useful tool that will help you plan and schedule all your social media content in advance. It will save you loads of time, and make your social posts well-organized, consistent, and more creative.

Email newsletters and promotional email marketing campaigns are also an important part of your content marketing strategy.

What is the difference between these two?

Well, an email newsletter is what you send out to your mailing list on a regular basis. It may be every day, once a week, twice a month, or every now and then – whichever suits your business needs best. You can send over corporate announcements, new blog posts, links to articles from respected sources in your industry, and other relevant content for your subscribers. It can also include a dedicated space for banner ads or any kind of affiliate marketing. It is also a good way to award your subscribers with specific coupons and free goodies.

Your email marketing campaigns, on the other hand, are what you send with a specific goal. It can be a promotion of an upcoming webinar, your new book, the start of the enrollment period for your online course, a deadline for your NGO’s open call or a crowd-funding campaign.

Usually, promotional emails are set up in sequels. You can send them weekly at first, and then, as the deadline is approaching, you can opt for several emails per day. Just make sure to stay relevant for your readers, and try not to become too spammy.

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