You may be posting frequently to social media, sharing articles from your blog, attending networking events, doing it all. But are you actually reaching your intended audience? And if you are, how are you tracking the effectiveness of your efforts? It’s a challenging question. But once you’ve determined, precisely, who your target audience is and you have a plan in place to not only reach them but measure the success of your outreach campaigns, you’ll start seeing results.
Know Who You Are First
Before engaging with your target audience consider your branding elements. Do you have a persona in place? Do you have a clear idea of who your brand is and how it helps alleviate a consumer’s/client’s problem? Solidify this information. Know exactly who your company is, what your mission and goals are and what your unique differentiator is. Then build three to four personas that describe your ideal customer. It helps to be specific: include hobbies, favorite foods, online behavior, and more. Now you know who you are and you’ve described your ideal customer.
Identify Your Target Audience Online
You’ve put pen to paper – or fingers to the keyboard – to describe your ideal customer, now it’s time to find them online. To do this, see who readily engages with your brand to determine if they might be an influencer to engage with. Next, look at your competition. Perhaps you’ll be able to see some trends in where they’ve found success engaging the right audience. I’m not suggesting you poach their followers, but you might find insight into which platforms to consider for your company. Read the social profiles of the people who seem like a good fit for your company. See if there are keywords they frequently use and record those in an Excel spreadsheet.
Advertise to Your Target Audience
Use the preliminary keyword research you’ve done and explore tools like BuzzSumo to find out which publications and people are talking about your industry and product/service. Then use the keywords that seem to be getting the most interaction to reach your desired audience. Write articles with these topics and words in mind, use those words in Facebook advertising – and use the companies that your audience is engaging with – as interests in Facebook ads.
Create a list of four of five specific actions you’d like your audience to take. Perhaps it’s event conversions, time on a specific blog post, or signing up for an email newsletter. Regularly creating campaign goals and tracking them will ensure that you are actually reaching your intended audience and that your research and targeting is working. Create smaller granular goals to truly test the effectiveness of your campaigns.
Learn More About This Topic
Every week Organik SEO hosts #OrganikChat, a Twitter chat that brings digital marketing pros, students, brands and agencies together to learn more about the digital marketing landscape and exchange tips and advice. This week our topic is “How to Engage Your Target Audience Online.” Join us this Thursday, October 29 at 1:30 p.m. PT on Twitter at #OrganikChat. Follow @OrganikSEO, @SamKerstetter, and @NicoleBarbato.
Get a head start on the icebreaker and questions here:
Icebreaker: #tbt What was your favorite lunchtime treat?
Q1) What’s the first step you should take when determining your target audience?
Q2) Do you use a tool or doc to organize target audience research?
Q3) How granular should you get when selecting a target audience?
Q4) Once selected, which social platform is best for engaging your target audience?
Q5) What kinds of conversion funnels should you put in place to ensure people are engaging with your brand?
Q6) How do you determine if your efforts to reach your target audience are effective?
Q7) What’s the best way to encourage an influencer to engage with your brand?
See you for #OrganikChat on Thursday.
If you found this information helpful, be sure to check out our post “Keyword Research Strategies Essential for Content and SEO.“ Organik SEO is passionate about helping businesses grow by tapping into the power of social media and SEO. To discuss how we can help you grow your business, contact us today!