Understanding your Audience
If you are creating content it’s important to concentrate on things that matter to your audience. How can you understand what your audience responds to and how you can help them? Think about the questions that your audience may ask and supply the answers. By understanding what your audience wants to read or learn about it will be easier to generate interest and increase business.
Audiences are now searching for purpose rather than a specific product or brand. People are asking questions using search engines before they commit to purchases and you need to appeal to these knowledge gaps. Content should be clear, useful and provide solutions. To help with making sure it’s serving its purpose, think of the 3 W’s (and an H) How, Why, When and Where – instead of just what.
Whenever someone asks a question that is relevant to your business or products make sure that you are generating content that can relate to their queries. The aim is to give your audience the help and advice that they are searching for and provide them with all the relevant information for them to make the right decision.
If someone is interested in the product or service you have to offer, they will go through several different touch points of interaction with your business including:
- - Google search
- - Your website
- - Meeting with a sales representative
It is important that you think about how you can genuinely create something new and fresh at each stage of interaction that adds real value to your audience.
For example, Ideal Debt Solutions (IDS) appeal to the lifestyle their customers want: to save money but still enjoy life without spending a fortune. They write weekly blog posts on money savings tips and tricks and how to live for less. As a result each time their audience asks a question about how to save money they are offering help and advice which will draw in and engage potential and existing customers.
Successfully producing content that is relevant to your audience’s search habits and that answers their questions will help you engage with them and result in them spending more time on your website, they may view additional content and may be more likely to return. You have engaged with them by creating something that they have found interesting and valuable thus beginning the relationship which will eventually drive sales. Then all that’s left to do is nurture that relationship, by continuing to create useful content and keeping your audience engaged.
Find out how we can help you understand your prospects and customers in order to engage them and grow your business. Get in touch with us today; ask for Kirsty or Hannah @WhalePod.
