One mistake many digital marketers make during marketing is targeting the wrong audience. This is why agencies like Link Gathering are thousands of light years ahead of our competition, as we never make this mistake. It’s like trying to sell Lego sets to a bunch of eighty-year-olds or marketing beer in a kiddie’s store.
The point is, understanding your target market is crucial for success in marketing and business at large. Identifying and understanding this market will help you tailor your content toward them, generating quality leads and conversions.
Lamborghini, for example, is believed not to have a television commercial because they believe their customer base does not sit around watching TV. While this may sound cliche, it does give us an idea of what tailored content and personalization marketing is all about.
TV commercials are an effective way of reaching a vast pool of audiences. However, because Lamborghinis are typically purchased by wealthy middle-aged men who, by the way, watch TV, this means that only about 1% of this vast pool of audience are potential Lamborghini buyers. As a result, a TV commercial will only help entertain those who cannot afford to buy a Lamborghini.
The idea is that there are more effective means of reaching their target audience than TV commercials. Like every supercar producer, Lamborghini knows alternative means, such as magazines, auto shows, and social media, are more effective. These marketing channels help them present their products to a specific demographic most inclined to purchase.
Will a Lamborghini TV commercial receive a lot of attention? Yes, but it will not result in proportional sales. In other words, broad and generalized marketing may generate traffic on a heavy scale but not the expected sales. This is exactly true of most digital marketing strategies.
Many clicks, views, or likes may appear interesting, but quality engagement matters. When it comes to valuable engagement from customers, it’s essential to focus on creating quality tailored content that will generate the engagement you want. This personalized content relates with a specific audience, who are usually most likely to act based on the information.
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Why Tailored Content?
All potential customers search the internet for specific information, products, or services. The question, however, remains, how do they identify that product or service that is perfect for them?
Everything comes down to content. As a business or brand, content is how you express your value and quality to prospective clients and even existing customers. Content helps a prospective buyer decide whether to buy while it further builds relationships with existing customers.
However, while creating content is essential, tailored content is much more crucial. Tailored content gives direction to your message. Tailoring content helps you communicate your value and quality to the right audience.
With tailored content, you are marketing your products or services to individuals willing to buy, not just random web surfers. The following are some of the most efficient techniques to tailor your content appropriately.
Identify your ideal audience
The first significant step to content creation is identifying who your target audience is. However, there is already intense competition for their attention on the internet, so it is beyond just making yourself available, but instead finding your audience and bringing them to yourself through personalized content.
Identifying your audience is an important aspect of any content marketing strategy. The success of content marketing starts when you have successfully pinpointed who your ideal target audience is.
It involves knowing your target demographic; their age range, gender, job, income, education, etc.
Understand your audience
Understanding your audience requires more than simply knowing their demographics; it also entails understanding their interests, values, industry of employment, method of information access, mode of communication, and the most effective way to contact them, among other things. Knowing your audience’s location will also help you optimize your content for local searches.
You can get this quality information through:
- Customer surveys
- Reviewing and responding to comments
- Examining site analytics
- Creating a form page
- Studying purchase history
- Soliciting feedback etc.
These details are taken into account during content optimization. However, all of this information requires extensive research. Building on the information will help you create content that resonates with your audience, engage quality leads and yield optimal conversion.
Create quality and valuable content marketing strategy
The foundation of any optimized content is quality. Even if you’ve optimized your content with the appropriate keywords and links and tailored it to resonate with your audience, you will not get the desired results without quality.
Google or any other search engine will not rank poor content. Also, content or websites that lack online visibility will not attract the right audience.
Quality and relevant content help you retain your audience. It establishes you as an authority figure in your niche, helps build trust in your customers, and builds customer loyalty. The advantages of well-crafted, relevant copy are audience engagement and brand awareness, which should naturally lead to revenue generation.
Another important aspect of content writing is the content structure. A well-structured content will appear readable and understandable to your audience and, by extension, retain their attention.
Good knowledge and understanding of your audience will help you know the appropriate communication tactics. This may involve your choice of language, content structure, images, and color schemes.
Customer Ratings and Reviews
Your customer reviews, and ratings tell you what they think about your website. It shows your customer experience. It is, therefore, vital that you always go through them.
Apart from knowing your audience’s opinion, the review section is also a channel through which you can interact with your audience. Publish all reviews and ratings, including the bad ones, and reply courteously, especially to the bad reviews. Your response shows your audience that you care about them and are trying to improve on any lapses.
Interact with your audience.
Customer interaction is a form of personalized marketing. Alongside quality content and product, regular interaction with your audience will help you build a loyal customer base. Interacting with your audience will also help you to further familiarize yourself with their interest.
Aside from the review customer segments, you can also leverage social media pages and posts to interact with your audience. Personalized email marketing can be another effective means.
Social media creates an opportunity for one-on-one personalized marketing because you can interact with your audience directly. Also, customers interact directly with you through social media.
Optimize your content for search engines and users.
Search Engine Optimization is very important in content writing. It is how the search engine knows if your content is quality and beneficial to the web audience. Quality and well-optimized content will be ranked, which means it will be easily seen by the online community, thereby generating more traffic and, by extension, may generate more sales.
Some of the SEO techniques to employ include:
- Keyword research
- Competitor analysis
- Link building
- Content Marketing etc.
SEO is not done in isolation. Various SEO techniques are employed altogether to get the desired results.
Moreover, beyond optimizing your content for search engine ranking, you must also optimize it for your user. In other words, your content should also be tailored toward your target audience. You can create high-quality, audience-specific content by building on your understanding of your target audience.
You must consistently update your site content to keep up with the latest information or trend in your industry or niche. The audience’s interests and preferences in your industry or niche occasionally change, so you must always keep yourself updated. This way, you can create content that resonates with them, particularly their current preferences.
Analyzing your competition is another important form of research. You get to find out what they are doing right or wrong, what topic they post about, what writing style they use, their marketing strategy, personalization strategy, customer engagement, how profitable their business is, etc.
Studying your competition will help you fill any existing gaps in your own content plan or SEO strategy. Building on the information, you can create a better content plan and strategy by adapting some of their ideas and methods and eliminating other things that may not appear good enough.
Personalized marketing involves using well-researched data to connect to your audience personally. With personalization marketing, you simply tailor your content based on the data obtained from individual customers, resulting in optimal and personalized experiences for each customer.
Personalization marketing goes beyond sending each customer specialized email campaigns or targeted content. It is about reaching the right person with the right message.
Millions of people daily access the internet to obtain specific information, purchase, or engage a service. Likewise, there is also a high number of websites competing for their attention and engagement.
You, therefore, need to stay one step ahead of the competition by attracting your desired audience and converting this traffic into sales. To achieve these objectives, you have to be on their good books and that of the search engine or online platform you’re using.
Optimizing your content for favorable ranking on search engines successfully gives you online visibility. This puts you in a position where most online users can find you, access your information, purchase your goods, or easily use your services.
However, the success of your content does not end with ranking. It also has to communicate value effectively to your target audience, meaning you should consider your target audience when creating your content. This will help you develop tailored content that resonates with them.
It will also ensure that only individuals interested in your content, product, or services visit your site, not just random internet surfers, who will rack up your clicks and traffic with no reasonable engagement and conversion to show for it.
To successfully create content tailored towards your audience, you must first understand who your audience is and what interests them. You should also ensure that you create high-quality, valuable content and deliver it appealingly to your target audiences.
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