When clients reach out to us for help, it’s usually after a problem has already arisen. But a solid, custom content marketing plan is more than duct tape to fix an issue – it’s the groundwork that helps you engage effectively with your target audience and achieve your business goals, namely, acquiring new customers and retaining them. So before you have to ask, “How can I fix this problem?” we hope you’ll ask, “How can my content strategy prevent problems?”. Of course, the aim is to identify the right people, create the right message, and then reach them with it at the right time and place.
Identify the Right People
You may have made some assumptions about your target audience, but you need to know the truth about the demographics based on the collection of real data. Only then will you be able to take advantage of more sophisticated targeting methods to better reach your audience across different platforms. By not wasting time, effort and money advertising to the wrong people, you can be more efficient with all of your resources.
One way of putting that data to use is through microtargeting campaigns. We can deliver engaging ads to specific audience demographics based on location, behaviors, and interests. In other words, we can deliver the right content to your best prospects.
Another use for the collected data on your target audience is the creation of buyer personas. While the microtargeting audiences are campaign-specific and can vary or be segmented, buyer personas are more general guides that can be used to direct the language and intent of all of your content to ensure it is aligned with your goals of converting your target audience into customers.
Create the Right Message
Once you know your audience, it’s time to figure out what to say to them. Your buyer personas will help you understand their obstacles to conversion. Is your solution better quality than a competitor’s and thus more expensive? Then communicate the value to help your audience understand why your solution is worth more than your competitor’s.
Addressing the concerns and roadblocks to conversion directly will help you convert more of your target audience into customers. Another way to tailor your content is to use it to educate your audience. Educational content is a great way to boost your SEO game and position yourself as a trusted and valuable resource.
Keep in mind that once your lead converts, that’s not the end. You still need content to speak to current customers as well, though your content certainly changes when a lead becomes a customer.
Reach Them at the Right Moment
There are a few ways to control when you interact with your audience.
- A strong SEO strategy will ensure your presence when people search for you or keywords directly related to your business.
- Layering in SEM will allow you to run ads in SERPS for additional keywords that you want to target that indicate interest or intent in your audience. You can use audience targeting, location targeting, demographic targeting, device targeting and keyword targeting to narrow your focus as much as you want in order to be strategic and effective.
- Retargeting ads can also be used to stay top of mind after someone visits your website.
- Social media ads allow you to use sophisticated targeting methods to maximize efficiency as well.
If it all seems a little intimidating, we can certainly help. This is where we thrive, in creating custom content solutions that do much more than resolve issues – they can prevent them from arising in the first place. To learn more, fill out this form and we’ll be in touch.
Harris Quinn – Chief Client Officer