Companies offer products and services that solve problems for people. Of course, not all people have the same problems. That’s why you must target the right prospects for your selling.
Locating your target audience is the first step in marketing your product. That’s why many companies spend significant money finding and defining them. Once you know the “who,” you’ll need to invest time and resources in figuring out the “where.”
In today’s digital-first world, you may need to reach your target audience through various channels. Now comes the difficult part. What do you want to say to them, and how will you deliver your pitch?
You must stand out amid the din of your competitors and every other company vying for your audience’s attention. It’s not easy. Your messaging will have to grab them for all the right reasons. Here are three ways to do just that and get them to hang on your every word.
1. Be Natural
Getting your content in front of the right people is key to the success of any marketing strategy. In many ways, digital platforms have made this easier than ever. As a result, more and more companies are paying for ad space, particularly on social media. So, how do you get your content noticed in the crowd?
Ironically, you can make your content stand out by blending in naturally. A native advertising agency can show you how to make your paid content look like its surroundings. It appears like other unpaid content on a webpage or social media feed. That way, your audience doesn’t scroll on because your advertising looks like advertising.
Of course, regulatory agencies require that native advertising content be somehow identified as such. They don’t want unscrupulous marketers to fool consumers. But even with an identifier, such as “sponsored content,” “recommended content,” “suggested post,” “sponsored,” or a logo, it fits in rather seamlessly.
Where your native content shows up is determined the same way any digital advertising is. You choose your audience criteria, and it will appear on relevant people’s social media feeds, websites, and search engines. You can also track performance metrics just like you can with traditional ads.
Avoid advertising fatigue if you want your target audience to watch, listen, and read what you say. Opt instead for putting out relevant content they will want to click on. And you don’t have to fool them to do it.
2. Speak from the Heart
Content that appeals to the emotions of your target audience speaks volumes. If you can reach prospective customers on this level, you establish a connection between them and your brand. For customers, connectivity is tough to ignore when making purchasing decisions.
The range of emotions you can incite is broad, including joy, fear, and a sense of adventure. You must choose which one you want to appeal to based on your product and audience. But you may create a loyal customer if you can make a solid match.
You may wonder how you can touch emotions, like a hammer, if your product is completely unemotional. But there is more than one way to approach it. If your product isn’t inherently emotional, your company’s story may be. For example, maybe the founder’s grandparent was a carpenter who taught their grandchild the craft.
And don’t forget to explore the full range of tools you can employ to create a sense of emotion. There’s music, photos, video, graphics, and sound you can use to infuse a sense of emotion into an otherwise unemotional subject.
If you can find ways to appeal to your target audience’s emotions, your brand will be memorable. Make people think about your product whenever they hear a song or see a certain image. Your target audience won’t easily let go of a powerful connection.
3. Let Them Join the Conversation
Inviting interaction is one of the most powerful ways to have your audience hang on to your message. Think about people listening to a TED Talk on a subject they’re passionate about. They’re inspired. They have questions. But guess what? There’s no Q&A in the TED Talk format.
If you’re selling a product, not giving your audience ways to engage with you is a missed opportunity. You give people information, stimulate thought, create an emotional connection, and ask them to buy. A significant part of that audience may have questions they want answered before they do.
Chatbots are becoming an increasingly popular way to make it easy for people to ask questions and get quick answers. You might also consider putting some of your customer experience humans on live chats and manning phones. If you have an app, use an in-app communication feature. And, of course, emails are an effective two-way communication tool.
Your social media presence is a great channel for engaging your audience. You can build a community of customers and ask for their input using surveys. Encourage product reviews and ratings and respond to them — the positive and negative alike. Remember that many people make purchasing decisions based on what others say about your brand.
Make sure your customer engagement tools are easy to find and use. Welcome customers to take advantage of them and always be responsive. Your audience will be looking forward to what you talk about next.
Hang Out the Welcome Sign
Getting your audience’s attention is only part of the battle. You’ll need to earn their respect and admiration to get them to hang on to your every word. Native advertising, emotional appeals, and open dialog are three ways your brand can welcome your target audience with open arms.