“If you build it, they will come.”
Unfortunately, Kevin Costner wasn’t speaking about your business or restaurant in Field of Dreams. This mentality will not work when it comes to driving more customers to your website – and subsequently your business.
Strategy #1: Identify your target audience
Tactic: DEVELOP BUYER PERSONAS
Do you really know who your target customer is?
In order to reach your target audience, you must first define them. Buyer personas are the most effective way to accomplish that. Internal interviews with your sales and marketing team are crucial. Getting input from those who directly deal with prospects and customers can shed light on your target audience’s buying habits.
How long is their specific buying cycle? Can you close a deal within a week or will it take six months? What are they most interested in: saving money or a quality product? Answering these questions is a good start to reaching your target audience.
Next, sit down with your loyal customers. Understand how they feel about your company. Why do they do business with you? Is it because of a low price, or does your customer service set you apart from the competition? What do you provide that is unique and attracts loyal customers? This will help develop your unique selling proposition – something to use when approaching new prospects.
Many times, businesses have a few different target audiences – or at least one target audience with multiple verticals. Be sure to interview various customers from each vertical. Chances are, they have different buying habits and must be treated appropriately.
It’s much more than that, however. Developing buyer personas will help you understand how these leads consume content. Do they prefer case studies or white papers? Would they rather read a testimonial or watch a video? Are they active on social media or do they merely check their email 50 times a day?
Strategy #2: Provide valuable resources
Tactic: CONTENT CREATION
There are so many forms of content that we could’ve written an entire blog on it (we did).
Content is much more than just the copy on your website. Think eBooks, case studies, videos, social media posts, testimonials, graphics, presentations, advertisements, newsletters, blog posts, emails…how do you introduce a product or service to a customer?
You’ve already done the hard part and determined which forms of content your target audience likes best. If none of your verticals appreciate newsletters, why are you spending time creating one every month? And we see that a video hasn’t been added to your YouTube account or posted to a social media platform in over a year; that’s not good! You should be dedicating your valuable time to creating relevant content for your target audience.
Don’t say that you don’t have the time because every company has time for more leads and potential customers.
Strategy #3: Ensure your audience can find your resources
Okay, you have the first two steps done. You’ve created your buyer personas and determined which type of content they prefer. Now it’s time to push that content through the correct medium to ensure your marketing to your target audience and they see it! It’s time to determine how to reach your audience effectively.
Think the importance of email marketing is decreasing? Think again. Email marketing remains one of the most effective digital marketing strategies to drive leads. Through lead nurturing and marketing automation, you can send targeted emails at the precise time to help advance a lead through the buying cycle.
Think nobody clicks on those online ads? Think again. Developing an online advertising program drives targeted traffic to your website. These customers are eager to purchase, which creates a smoother sale.
Content marketing is all about making it easy for your interested customers to purchase. Your calls-to-action should be prompt and influential. Your landing page should be easy to use and understand. Your online forms should not be intimidating and scare away customers.
It’s actually simple when you think about it:
- Define who your target audience is
- Create content they like
- Make that content available where your audience is
You don’t offer products or services that none of your customers purchase. So why are you continuing to produce content they don’t prefer? Why are you pushing that content in places your audience is non-existent?
However, if you create appropriate content and promote it places your customers are?