The web has allowed for people with similar ideals to gather and work as one to share their ideas and form communities. Due to the large spread of demographics on the internet, it would be best to find the suitable combination of both conventional marketing and new marketing to reach your range of target audiences.
Delivering the Right Content and Service at the Right Time
Individuals who are in the market to buy or sell a product tend to depend heavily on the internet. The closer they are to making a decision to execute a transaction, the more they turn to more information (online resources).
It is crucial that companies deliver the necessary information to the buyers at the point where they are most receptive towards information. To do this you have to consider exploring different ways to deliver your content to reach a larger audience. Using images, audio, video, text, GIFs, etc; you would be able to capture wider target audience that may be more receptive to different ways that you deliver your information. Therefore, whatever content you choose to put in your website or social media platforms, always have your target audience in mind.
Ask yourself, what do I want to know when I look for these products and services?
Content should always be your base before anything else. It trumps website design, colour and navigation when it comes to level of importance (not saying the rest is irrelevant). But when your content is good, people will be convinced and are willing to stay longer to find out more. Furthermore, crafting your content can make or break your website or webpage showing up on the search engine. You are in control as to how the search engine would rank your webpages. This is called search engine optimisation, and it can affect the traffic that goes to your website.
Lastly, the information you provide should not be limited to your products, but it should be targeted towards those that are going or planning to get your product. Providing more information about events or situations that is related to your product in order to better educate and help the audience visualise how your product can be used.
Buyer Personas
Breaking down your audience demographic is crucial. You need to understand their purpose and reason for visiting your company website and reason for them to purchase your product and service. You should then proceed to tweak your content to better target the range of demographics.
This can be done by understanding their needs and mindsets of the various buyer personas. If you know your audience, you know what they want, you would know what to include in your website and your other media platforms.
Questions to Think About
- Who are my readers?
- How do I reach them?
- What are their motivations?
- What are the problems they are facing and how can I solve it?
- How can I inform and entertain them?
- What information will convince them to purchase?
- What do I have to offer?
Source: The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly 6th Edition.
Written by Darien D.
adninjas 