Know Your Audience When Marketing Online (2)

Right, now that you have a 1,000 potential leads visiting your site, how do you familiarize them with your product/ service?

How do you ensure that they know what they have signed up for?

Customers rely on their common sense of familiarity of choosing a familiar and known brand.

How do you feature there? Simple - meaningful and engaging content.

Content Marketing found its origins in 1891. More than a century ago, August Oetker, the German inventor of baking powder - Backin, sold packages to households.

What made Backin a familiar brand was the little recipes printed on the back of these packages. In 1911, he published his cookbook and over 100 years, it reached a global audience with about 19 million copies. That was the first example of content marketing.

It’s 2019, and that’s still pretty much how we could do it too along with the added advantage of using social media. With the right message and relevant content, across mediums, marketers should focus their attention on their target market.

How:

?          Tailored Messaging for signing up the right kind of users and in turn attracting the right traffic is very important. You would need to be specific about what your product is and who it caters to in as many places as possible. This could be on the website, in-app, email welcome messages etc.

?           Effective content marketing is in an essential marketing tool in a way that provides useful, relevant and valuable information

?          Customer/User Engagement via social media

RELATED ARTICLE :[Download] Ideal Client Worksheet

Finally, when a website is created for the purposes of online marketing it is important for the design of the website to appeal to the target audience.

Over the past decade, web design has become a platform for designers to show off their impressive skills and latest trends to the whole of the internet.

However, websites shouldn’t just look pretty; they should also be functional and work with the target audience in mind. When it comes to designing a website, the target audience of the website is often forgotten about.

A client may end up with a state of the art website, but if it doesn’t appeal to those crucial customers, then you might as well not have one at all. Matching your website and design to your target audience is an important step if you want to turn your website into a conversion machine.

Now that you have a clear target audience in mind, you can begin to design your website around them by making sure you’re using the right typography, layout and style. All of these things will affect how users interact with your website and if they end up buying or leaving straight away. Therefore, getting these design elements to match your target audience’s preferences is essential if you want high levels of interaction and endless conversions.

As you should probably well know, colour is a powerful tool especially when it comes to marketing and design. It has the ability to influence a user’s mood, thoughts and even emotions. Deciding on a main colour can be tricky. The most important thing is to make sure the colour matches the image of your business and the message you are trying to get across.

RELATED ARTICLE :[Download] Ideal Client Worksheet

The next thing you’ll want to think about is the overall layout of the website. Although all websites should be easy to read and navigate, your target audience will determine how advanced your navigation should be. Some target audiences will prefer little navigation options with simple to click buttons. Other target audiences will, however, prefer long drop down menus that allow them to access the exact page they one. If you understand your audience enough, then you should know which one they will like.

In terms of the actual layout of elements on your web page, age often is a major factor. Young children and older audiences will want simple-to-use and easily-understandable layouts with lots of white space. Teenagers, young professionals and the tech savvy audiences will want something a bit more complex and detailed in order to keep them entertained. Understanding how your audience reacts to layouts is vital if you want them to stay on your website.

Font sizes are also important when it comes to designing your website. If set too small, users might struggle to read it, especially older users. Set too big and your website suddenly isn’t serious anymore. Finding the right size of font to use is just as important as finding the actual font.

If you have a younger audience or you’re trying to explain something complicated to users, then having spaced out paragraphs with minimum text is ideal. However, if your target audience is consisting of sophisticated users, then they’ll probably prefer reading pages and pages of text. Whatever style you decide to go for, it’s also important you include lots of images to help support the content.

Images are a must have for websites, and they will often be the first thing that users look at upon landing on a page. Making sure you have the right images in the correct style is important if you want users to pay attention to them. Some audiences will prefer real photographs of certain products and services, while some will prefer illustrations to do the job. Identifying which your target audience prefers is essential as it will have a significant impact on the images on your website.

Now that you know how to design the perfect website for your target audience, put all the pieces together and get designing!

You may wish to include audio and video clips on your website but these clips should appeal to the target audience. For example if your website sells skateboards you might consider incorporating audio clips from punk rock bands as opposed to country music bands. There may be some skateboarders who enjoy country music but in general punk rock music more closely represents the skating culture. Keeping these details in mind is very important for online marketing.

RELATED ARTICLE :[Download] Ideal Client Worksheet

Knowing your target audience matters more than you might think. Don’t assume that everyone is a potential customer.  Instead, narrow down the specific people who will not only want your product or service, but also have the means and motivation to buy it.

Conduct customer research. Communicate with your audience via your blog and social media platforms. Test content in other places, such as guest posts.

The more information you collect about your audience, the better you can serve them.

I have something for you, in this FREE Webinar we talk about the importance of having a Digital Marketing Game plan and you can click here to watch it.

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