To successfully grow a business, you need to connect with the target audience associated with your growth plan, especially in cases where you are starting a new business. You’ll need to have a firm idea of who your customer base is as this is half the battle in getting your brand noticed. You also need to be aware of how to properly engage with your audience and how to strengthen and maintain the relationships you form with customers, to keep them onboard and attract new customers.
In the article below, we’ll go over the critical steps you need to take for effectively identifying and adequately engaging with the right audience for your specific products or services.
Researching Your Target Audience
To properly engage with the audience for your brand, you need to know their precise interests and who they are. There are many things you should be considering when researching the perfect customers for your products or services. The most effective approach for accomplishing this is to develop a market segmentation plan.
Market segmentation will allow you to find the key factors driving your target audience. This research can include many things depending on what you are trying to sell, but generally, it comes down to a few things for most businesses:
Geographic Segmentation: Depending on your services this can be a significant factor and defines precisely where your customers work and play.
Demographic Segmentation: Things like age, gender, job, and income. These are big for everyone and are things to focus on in any marketing strategy.
Psychographic Segmentation: These are the more niche factors, like lifestyle, personality, and customer values. All crucial things to consider for any business.
Once you’ve been able to answer these questions and those unique to your business, you’ll be well on your way to understanding your audience fully. Once you do, you can properly engage with them to increase brand awareness and overall sales.
Engaging with Your Audience
Now that you have a firm idea of who you are trying to target, we can start engaging with them. Building a relationship with a customer takes time and effort and gaining a customerβs trust is beyond valuable. Customers who are loyal and trust the brand they are buying from will provide you with repeat sales and word of mouth marketing on social networks and within friend and business groups.
For these reasons, it is a good idea to focus on customer service and engagement, two things that go hand in hand when it comes to marketing.
When engaging with your audience, whether it be email, a social post, or replying to a customer on the phone, keep these things in mind:
Be Consistent: If you are only hitting your goals with your engagement every once in a while, you won’t make it very far. While people do remember the good things, they really remember the bad, so make sure everything is always consistent with your brand. Consistency in brand applies to service, the tone of voice, and graphical style. Customers want to feel like they know you, if you are constantly changing it up, they won’t get that feeling from your business.
Be Accessible: If you are going to take the time to engage with your customers via comments, content efforts, email, or in-store, you need to be doing it in a way that resonates with them. An excellent way to accomplish this is being accessible. Accessibility means making your content and messages easy to understand, and if you can, engaging and entertaining.
Be Personal: When communicating with your target audience, avoid sounding like a robot. Go out of your way to act as if you were talking to a friend. Cater all your responses directly to the needs and personality of the person you are dealing with. Communication is a great place to show your dedication to your customers.
Use the Same Platforms Your Customers Do
If you are planning to utilize social media and content marketing to try and boost engagement as you should be, then you need to know where your customers tend to spend their time online. Discovering relevant channels will be another step you’ll have to take when doing your research for your target market. If you are running even the best content on the wrong platforms, you are just wasting valuable time and money.
If you are planning on creating your content marketing via social media, be sure to research each platform and find out which your customer base is using, and which would best suit the type of content you want to be using.
For businesses that are trying to tackle emails, personalizing your emails to your target market will be key to success. If your customers don’t tend to interact with their inboxes much, something the younger generations can be known for, then you can also be wasting your efforts here.
If your customers are coming to your website to engage with your business, it would be best to focus the bulk of your efforts into this area. Website content can be the best way to market, as it is completely under your control, where on social media you may have to fit your content into specific guidelines.
Plan your tactics accordingly in this area, and you’ll be well on your way to success. The core steps to engaging apply to all tactics, but make sure you are selecting the appropriate platform, and researching everything before you begin creating content.
Your Business Needs to Engage with Its Audience to be Successful
For you to thrive in highly competitive spaces, you need to be setting yourself apart and building loyalty with your customers. If your audience doesn’t have a good reason to pick you over the other guy, they may jump ship.
Give them excellent customer service, engage with them appropriately, maintain a consistent brand, and you’ll be sure to see improvements in all areas of your business. If you need help engaging customers with your branding, advertising, or marketing, please let us talk with you. Email us at agency@glintadv.com or better yet, give us a call at 817-616-0320.
