Tell me what fits your better definition
Success in content marketing starts with knowing your exact target group.
Should you even start creating your content before you know your target audience?
Really good content marketing takes time. A lot of time. You can't afford to waste your time creating content that isn't focused on your target market. You have to know your visitors first. But how?
This blog post answers exactly that question.
When you finish reading you will:
- Understand how to define your audience and who you write to (and who not!)
- Get useful tips and strategies on how to find out more about your readers
- Use your acquired knowledge of your target audience to create even better content that connects you with your readers
Why should you know your target group exactly?
Many people make the mistake of thinking that once you've built something, the masses will come by themselves. It is true that a lot of good content also attracts a lot of people. However, there is no guarantee that these people will be the best audience for your brand. That means visitors who:
- Connect your content to your products
- Buy your products based on their content
Defining who your actual target audience is will help you get the best content and most importantly, that right Create content. You will create the right content for the right people. You will better understand how this content connects you to your readers. And you will turn your readers into long-term customers.
How do you understand your target audience
First, start by asking yourself the following questions:
- What problems does my product or service solve? If you've been in business for a long time, you'll understand exactly why your product or service exists. Your content should meet this one purpose.
- Who are my current customers? You need to be clear about who your customers are and why they are buying from you. It could be useful to divide your customers into different categories (e.g. needs, budget or location).
- Who is my competition? It is very likely that you know your competitor well. A Google search is often enough to identify your competitors. Sometimes also those that you didn't know yet. Just search for a few keywords related to your industry. Take a look at the first results. So you can quickly see who your competitors are.
- What do customers get if they choose me? What are the characteristics that make you special? What services do you offer that no one else does? Can you do anything better than anyone else?
When you have answered these questions, you will have understood:
- Why your content deserves to exist.
- Who will consume your content.
- What your competitors are doing (and how you can do it better).
- Why your customers prefer your content (and your products).
This is not meant to be a detailed process. Think of this as a simple starting point.
Define your target audience
Before creating engaging content, it helps to know who your visitors are (and who they aren't). Your definition should combine the following points:
- Your product or service
- Your target group (age, origin, etc.)
- The purpose of your content
Hence, once you've analyzed it carefully, this is what a simple definition of your audience looks like:
"[DEPLOY YOUR BRAND] creates content that informs [DEPLOY YOUR TARGET AUDIENCE] and helps them do better [DEPLOY YOUR CONTENT]."
Eppinger Media uses this method to create the right content for the right target group
First, let's look at two simple methods that we at Eppinger Media use to understand our target audience. We try very hard to understand our audience because we want to make sure that we are doing everything possible to help our readers.
Here are our two methods:
- When we design our products and services, we make sure that our customers use them. This assumes that we understand and solve their problems and fears.
- When we create content, we make sure it is for our customers are actually useful. We don't just want clicks and page views. We strive for it a source of trust for our readers to be that they can rely on.
To achieve these goals we need to understand and know our target audience. As simple as that.
But how exactly do we do it?
Find your own core content
The purpose of finding the gist is so that you can tell the difference between what you do and what you say.
A big mistake many salespeople make is talking too much about themselves and their product. Instead, they should focus on what their customers actually need and what they are concerned about. This is a big misunderstanding when it comes to finding your own target group.
Certainly is your product is helpful to your customers, but that doesn't mean it's helpful to all of your listeners. Because that's them potential Customers. You have an interest in even more diverse topics.
The core content is what you do. At Eppinger Media, we create digital media and help our customers with marketing. We solve the following problems for our customers:
- We create your company website
- We create your branding for the company including a logo
- We take photos and videos (if possible on site) and edit them
- We design print media and banners (e.g. for the shop window)
- We design business cards and merchandising
These are the things we should obviously be reporting on on our blog. In fact, we write about a lot more. We also write about the issues surrounding these points. That's the big idea behind "expanding its core content".
At the same time, this method helps us to connect the topics with our core topics. These topics address issues that our products and services already solve and that our readers are concerned about.
The question is: What do your readers care about? There are several ways to find out.
8 ways to find your target audience
- Create personas.These personas document the motivation and curiosity that move your readers. If you find these out, you will be able to better assess your target audience. The following questions help (who? What? Where? When? Why?). Personas are the first step in visualizing your target audience in your head when creating your content. Once you follow this concept, your reader will feel like you are writing to them directly and your listener will feel like you are talking to them directly. Be as specific as possible about this. For example, think about gender, personality, family life, job, location, income, needs, pain, fears and challenges.
- Create customer surveys. A survey is only as good as the insights you get from it. Some tips on how to get the most out of your surveys: What do you want to learn from each question? It is important to have short questions that are easy to answer. Sometimes small considerations are a good incentive to fill out a survey.
- Create analyzes. Analysis tools such as Google Analytics or Matomo provide a lot of useful data if you know how to access and evaluate it. This helps a lot to understand your readers.
- Monitor your social activity. On which social networks do your readers share your content the most? This tells you what content your users love and may want to read more about it.
- Monitor your best (and worst) content. This step can be approached very easily with the aforementioned analysis tools. This should help you quickly find the best and worst posts from the last few weeks and months.
- Send automatic emails. Ask your users for feedback. What content is important to you and what would you like to learn more about? Getting in touch with your readers personally strengthens your relationship and opens up a channel for communication and feedback.
- Communicate with your social media contacts. You can learn a lot if you actively participate in your community. Make it a habit to respond to every comment, even if it is exhausting. Get involved in ongoing discussions and provide incredible insight into the content that moves your users. Create heaps of posts and ask your users about their interests. What moves you What do you have problems with? What are you doing in your spare time? Which products or features do you want?
- Analyze your current data. Sometimes users and customers diverge greatly. You may be attracting the wrong users with your content. But it could also be that your product appeals to a different group. Therefore it is important to analyze the current customer data. This is how you can create great content.
How to find out the most important problems, interests and doubts of your users
Demographic analysis is just one aspect of how you identify your target audience. This often provides information about the gender, age or location of your users. This data can sometimes be useful.
But instead of paying attention to it who they are, it is more helpful to look what you currently have problems with. As an an example:
- What do you want to do better?
- What motivates you to want to do better?
- What is causing them sleepless nights?
Content marketing deals with that Swap your users' time and attention for useful information.
If you're looking for your target audience, then this is more of an approach than just relying on demographics.
3 tips to find out what your visitors want to read
1. Get out!
And I don't mean that, because after reading this long article you need some fresh air. It is important to interact personally with its users. Written surveys over the Internet cannot convey deep emotional information.
Talk to your visitors face to face. If they don't live close by, you can use various online tools like Skype. You can even host livestreams where you answer common questions and thus get closer to your users on an emotional level.
Don't just rely on numbers and statistics. Your users are much more than that - they are people.
The beauty of the internet is that you can better understand them and reach them better - with content that's tailored just for you.
2. Use keyword analysis tools
Google's Keyword Planner or Ubersuggest provide deep insights into your users' interests. When people want to know something, the first thing they do is usually search for it on Google. Use this data.
When editing this data, look out for two things:
- Keywords related to problems, interests, and concerns. You should already know this using the procedure above.
- Keywords that have a decent amount of search volume.
This should give you a basic idea of what most people would like to know.
3. Take a look at your competitors and their most successful content
Follow the strategies above and analyze your competitors as well. From the most successful content you will recognize what people are interested in. You can then cover these topics in more detail and maybe even attract new readers.
Now is the time to create content that connects you with your readers
Now that you know who your listeners and readers are, you are ready to create content that is perfectly tailored to them.
Great content moves your users on their way to buying your products and services. This deep connection is invaluable to your business.
4 tips for creating content that will turn your visitors into customers
1. Focus your content on the needs of your users
"How does this post deal with my reader's pain?"
Before you even plan your content, always answer the question: "How does this content apply to the interests of my users?".
Addressing certain difficulties, problems and pains or interests of your users is showing them that you understand them. That you care about her. That creates trust and trust is incredibly important in converting visitors into customers.
2. Show the benefits, not the properties
Don't confuse the characteristics of your product with the needs of your visitors. You probably know the saying: "The customer doesn't want to buy a drill. He wants a hole in the wall." Yes, a lot more. He may want to look good in front of his family and show that he has accomplished something. He wants recognition and respect.
It's up to you to make your visitor feel appreciated. Explain how he will feel after successfully using your product. When he has gained important information from your content. The properties are secondary.
People buy out of emotions and then justify the purchase with logic. People don't buy properties. They are buying the idea that the product will make their life easier. Show the benefits and support them with the properties.
3. Convey urgency
We live in a hectic world. The priorities are shifting every moment. That is why urgency must be conveyed.
When you've made the benefit clear, show that it's urgent. Remind your users that they are here to solve a problem. That's why they're here after all. End your post by saying that if you don't implement this solution right away, it will have an impact on your life and work.
4. Tell them what to do. Make it clear.
"Please give me the charger." or "My battery is slowly running out." are two statements with the same idea behind them. The first, however, is clear and precise. There is no room for misunderstanding.
This is how you should think about the end of your post.
Visitors to your blog, viewers of your videos, followers of your social networks and potential customers who see your posts for the first time want to know what to do next. Show them with a Call-To-Action (CTA). Clear and unambiguous.
These CTAs are often too fuzzy and washed out. Often they don't exist at all. If you want your users to share the content, say "Share this post!" If you want your readers to subscribe to your newsletter, tell them "Subscribe to my newsletter". The more direct and clear the call, the better.
A little tip: According to a study, you can convince a visitor to over 50% of your CTA if they see it directly. Therefore, you should also have a CTA in the visible area of the page when it is freshly loaded.
Now is the time to get your users excited
There is a multitude of people. Now that you have identified them exactly, you can adapt your content specifically to them and certainly win new fans. It is now up to you to solve their problems and provide them with valuable information that they are looking for. Fortunately, after reading this article, you have the necessary knowledge.
Always do your best!
PS: Don't do what I say, but what I do.
So: Share this post on Facebook, Twitter, Mastodon, Reddit or your favorite network. Tell your friends about it who have trouble finding their target audience and good ones, right Create content. Subscribe to our newsletter to stay up to date. And if you are interested in our services, write us a message :-)
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