3 Tactics For Identifying What Your Audience Wants To Read
When it comes to creating content for your customers, targeting who your messages are for is essential.
You can have great content or a great offer, but if you’re writing to the wrong audience, you’re probably wasting your time.
Here are three things to consider to help you better identify your target audience:
1. Know your typical customer
Your Typical Customer is a representation of your ideal customer based on market research and the information you already have about your existing customers.
For example, you can visualize a parent or owner and associate specific characteristics with it, such as job, number of children, or even the kind of car they drive.
Typical customer knowledge helps marketers and business owners better visualize their customers to create content, services, and offers for a particular person with real interests, rather than a generic audience.
For example, if you offer running training programs, you might offer a separate newsletter or content for seasoned marathon runners and beginners competing in a 5k event.
The beginner may want hard-hitting advice for their level, while the marathon runner would like to receive information on professional running gear and tips for increasing their speed.
A great way to help you create typical clients is to interview your existing clients. You can contact them in person, over the phone, or send them an online survey.
Ask them about their interests and needs.
2. Understand your buyer’s journey
By delivering the right content on your customers’ buyer’s journey, you can help them with their buying decision, but first, you need to understand where they are on their journey: awareness, consideration, decision.
In the awareness stage, your buyer is grappling with a problem and often tries to figure it out by doing more research.
This step is a good time to share educational content, focused on your buyer’s needs (e.g., learning more about heart health) rather than offering your solution (e.g., signing up for a racing lesson).
At the consideration stage, your buyer has clearly defined what they are looking for.
This is a great time to come up with your solution (eg, specially created training schedules for busy professionals).
Finally, at the decision stage, your buyer has chosen a solution, strategy, method, or approach, and creates a long list of merchants or products.
At this point, Jean is ready to make a buying decision and is looking for running coaches in his neighborhood.
He’s now evaluating if you’re the right company for him, so it’s a good idea to send him testimonials, detailed pricing, or information on trial offers, to help him decide.
3. Find out how to reach your audience
When it comes to delivering your content, knowing where your audience is and how to reach them is essential.
Examine your online reports to find out how your customers find you and what content they consume the most. If you post on social media, rate the most popular posts for your typical customers.
Here’s a great way to create content that interests your audience:
- Identify the five blogs they read the most
- Identify the five podcasts or radio programs they listen to the most
- Identify the five news sources they watch the most
- Identify the meetings or events they attend the most
TIP: Expand your audience by ensuring a presence in these places.
With these 3 tactics, identifying the contents your audience read should be a walk in the park.