An efficient content marketing strategy can do wonders for
your brand and your company: help you position it, build loyalty to your
customers, create a solid community of followers, boost your sales, and so on.
Now, the key is to get this strategy to work properly and
the secret to achieving it, the beginning of everything, is to know what
audience you are targeting.
We'll describe the following steps to get to know your
audience:
1. Define our target or target audience:
The first step to studying your audience, is to know who
they are and why they are your audience. Depending on the product or service
you offer, you must determine who your potential customers will be.
This is done through studies and market analysis, which will
provide valuable data on what characteristics these customers have, who are the
main consumers / buyers, what opportunities your company has, what its
strengths and weaknesses are, among others.
Once a target is defined, it is time to point the magnifying
glass at it and start segmenting it so that it can address each group or niche
in the most effective way.
Segmentation can be done by age, sex, socioeconomic level,
interests, etc. And for this, there are tools that can help a lot, such as
Facebook or other social networks, that allow you to have access to invaluable
information about your audience.
The central objective of having as much information as
possible about your target is to be able to understand and attend to their
needs.
It is extremely important to segment based on the branding
and brand image that you have defined in your marketing plans and strategies,
so that all the objectives of the company will be perfectly aligned and will not
end up targeting an audience that is not of your interest.
When you already have a customer base, it is very helpful to
use a CRM system that allows you to keep organized all the data that we have of
them. In the market there is a great variety of softwares and companies that
offer these services, for which one must select the one that suits more to the
needs that have as a brand.
A good CRM system will allow you to organize your client
base, create attributes for each one of them, classify them, and in general,
group them as you consider more useful.
2. Communication:
After defining the segments, and having an organized system
that facilitates the analysis of databases, a communications strategy should be
planned according to each fragment of your audience.
Knowing age groups, sexes, or interests, you can begin to
communicate as general or specific messages as you wish. This communication is
the way the company has to get closer to its audience, because it is what will
allow them to have feedback from them and, little by little, to know them
better.
Depending on your company, you can do content marketing,
inbound marketing, promote you in social networks, direct marketing, B2B, etc.
Ideally, there should be a form of contact that allows the
public to continue to provide information about them so that they can better
analyze their behavior and purchase process. For example, when generating
content in a blog, you can create contact forms to download materials of
interest, offer subscriptions to news and news from your website, among others.
What you should do is build a bridge between your company
and your audience, the knowledge of the audience is not something that is done
exclusively when defining a target, but a gradual process that evolves hand in
hand with the relationship you have with Your customers.
3. Feedback:
This is one of the most important points when it comes to
meeting your audience. It is a task that, with the help of technology, is
becoming more and more easy and accessible. Social media is the best tool and
thermometer when it comes to measuring what your audience thinks about your
brand, what ideas they have, what they think they can improve or if they are
satisfied / dissatisfied with your service.
The consumer experience is one of the main factors that
influence the loyalty that the public can have towards a brand , it defines
whether the purchase intention will be repeated and there will be positive or
negative word-of-mouth communication about your products. One of the easiest
ways to evaluate this experience is to see what your communities think in
networks. Also, you can rely on electronic survey systems or more classic
systems, depending on the investment you can make.
The fundamental thing is always to know, understand and be
able to respond to the needs of your audience. Following the steps mentioned
above, this process will be much more bearable and you can optimize the way to
approach your customers.
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