Knowing who you’re talking to and how to motivate them to action is the key to success in the digital era. Buckle up cuz this top Fort Collins digital marketing agency is going to show you how!
As a small-business owner, chances are that you have spent some time thinking about the kinds of customers you want to attract to your business, but have you done the nitty-gritty work to define them and craft your digital presence to attract and engage them? Many businesses have a rough idea of who they want to talk to but haven’t put those ideas into action yet. Today, Aspen Grove Marketing, a top Fort Collins digital marketing agency, will walk you through how to define your audience and how to craft messages they will care about.
Start Broad and then Narrow in on Your User Personas
The foundation of any good marketing plan is to figure out who is the best fit for your product or service. You’ll want to ask yourself questions about your audience like:
- What are their characteristics – age, gender, education, economic status, and so forth?
- Where do these people hang out online – which platforms do they prefer? What kinds of content are they most likely to engage with?
- What are they motivated by? What are their values?
- What do they care about?
- What kinds of brands do they currently engage with?
Answer these questions(write your answers down somewhere you can reference!) and you will begin to develop a persona for your client. A persona is a tool marketers use to help you have a rough idea of what your customers are like in real life. These personas are used to help us segment your audience based actionable characteristics that you can then market to. These personas will guide your content and engagement online.
Keep in mind that your brand will most likely appeal to more than one kind of audience. So you’ll likely need to create multiple personas. For example, if your organization is a nonprofit working on affordable housing, you might have the following personas that your company needs to communicate with:
- The clients you serve who are in need of affordable housing.
- The public who needs to be aware of public housing efforts and support your work.
- Donors/grantors who may financially support your effort to build affordable housing.
- The local officials who will have a hand in shaping the outcome of your effort.
- Other area nonprofits who may be able to come alongside you and support your effort and provide pieces of the puzzle to your clients.
Once you have started broadly and narrowed your audience down to certain personas such as these, that’s where the real fun begins. You’ll now need to start thinking about how you can communicate with each of them in a way that makes them want to not only follow you but to also get involved or purchase your product.
These characteristics will not only be used to help you determine the best way to communicate with them, but also can be used in your targeted digital ads. The more you know about your audience, the more likely it is that you will connect with them.
As a top Fort Collins digital marketing agency, we can tell you from experience that it’s worth your time to develop your brand’s personas and try to figure out what they’re looking for.
Get them Engaged
For each of the personas you’ve developed, it’s up to you to find a compelling reason for them to get involved and/or care about your mission, product, or service. This might mean that your service solves a problem they have, and therefore they want to get involved to get a sense of relief. It might mean that you appeal to their values, and they want to support your mission. Or simply, it could be that they are the kind of person that likes your product and they’re moved to buy. Either way, you need to define how to get each persona group engaged with your brand. As you begin to think through this piece, understanding what they need from you will help you determine your messaging, communication channels, and digital ads in a way to solve said problems.
Refine Your Messaging for Each Group
It’s likely that your company already has key messaging that you’ve developed along the way, but now is the time to refine those pieces specifically for the personas you’ve developed above. Marry the things you know about each persona group and the best way to get them engaged with your brand to create unique messaging for each. You’ll want to think about which channels make the most sense to use for each group, what kind of media they’re willing to engage with, and what messaging will resonate most with them.
It’s also important to take real stock in what’s happening around you. Take a look at your competition and see what they’re up to. Study what’s working for them and what’s not. Take note of what kinds of messages they use and see if you can tell what kinds of personas they’re targeting.
And finally, there’s no substitute for getting real, authentic feedback from your existing audience base. Don’t be afraid to send out surveys, ask for their opinions with social media polls, and have one-on-one conversations to really understand what it is they need and want from you. If you would like help defining your audience and determining what it is they’re looking for, please contact your Fort Collins digital marketing agency, Aspen Grove Marketing. We have helped businesses big and small with digital ad strategy and online advertising to meet their goals and succeed online. We’d love to do the same for your business.