At the centre of any successful inbound marketing strategy will be a true understanding of your target audience. Knowing what your prospects challenges and needs are will help you steer communication to them. Tailored content provides your target customer with the knowledge they need to improve their business or their daily lives. So, how do you go about ensuring that your marketing communications are targeted to your audience?
Understand your customer
Understanding your target audience is crucial to increasing opportunities to attract, engage and convert your leads. How can you write content for your inbound marketing campaign if you are unsure who you are writing too? It’s important to remember that when you write content you need to make it personal. A great way to do this is to think that you are writing to an individual. It’s not just a blog on a page to fill space, it’s about formulating a way of approaching your content that will enhance the user experience and build brand awareness
To help tailor your content to your target customer, create an online persona. This is vital to run a successful inbound digital marketing campaign.
Creating an online persona of your target audience and using it as a reference for when you write content. Whether that’s for your website, social media, email marketing, or any online marketing communication, it provides you with a guide so that content is relevant, language consistent and it will aid your search engine optimisation (SEO) strategy.
How to create a profile of your target audience
Create an imaginary profile of your target audience. So, think of your ideal customer and start to build information around them.
Do a little research to get a feel for the demographics of your prospects including their job roles. You can do this with the communications tools already at your disposal such as looking at your social network insights pages – Facebook, Twitter and LinkedIn all have very interesting data-driven statistics at your disposal.
Then look at creating a profile. We usually opt for a one-page design with short and punchy detail. So, here’s some key steps to bring your persona to life.
- Create a profile description of your target audience – start off with a name, age.
- What are your persona’s key identifiers?
- Consider your character’s goals.
- Imagine what challenges they face and create solutions around these. All the time thinking how your product or service will help them.
- Add in a line highlighting common objections that you may hear from your target persona. This will also help you write content that resolves their problems.
At this stage you will already start to see a character form. In our personas we always like to include a quote from the person to bring the character to life.
How do you help your target audience?
The final aspect of your persona is adding in your key marketing message, this should be something you want to get across in all communication. Then add a few points on how you will help your potential customer. This helps you really focus your marketing messages as these are key points that your customer wants to hear about as you will be helping solve their problems.
Increase leads for your business
A persona is one of the first things to create as part of your marketing strategy. If you think it’s time to revisit your marketing plan so that it supports your business in becoming a magnet to good qualified leads, we can help build that inbound marketing strategy for you.
Where an inbound marketing agency in London and Croydon, if you need help with your inbound digital marketing planning, book a free consultation with us.