When you own a business, one of the most crucial components of its success is your target market. Without them, you’d never make a sale and your brand wouldn’t have the chance to flourish, build positive ROI, increase user engagement, and move customers down the sales funnel. That’s why it’s so important that your conversion strategy includes how to reach your target audience in a way that’s effective and helps you reach your goals.
It’s crucial that your brand is able to reach its target audience because, if not, there won’t be any room for growth or success. You’ll get noticed by all the wrong people who don’t care to invest in your business, consume your content, or purchase your products and services.
Let’s look at three steps your brand can take to reach its target audience more effectively.
1. Do your research
Do you know your target audience as well as you think? If not, your business will suffer the consequences. It’s impossible to reach them if you don’t even know who they might be in the first place. The best way to find out is by creating buyer personas that lay out all the information you need in order to better serve your customers and continue to do so in the future.
To create these customer profiles, you first must gather all the information you can about your target market. Start with what you already know by surveying current customers and asking them questions about their lifestyles, buying habits, and other details that give you insight into how you can cater to their needs.
Research the audiences of your competitors to see what they’re looking for as well. Look up relevant niche hashtags on social media to figure out what questions your target market are asking and how you can create content that solves their pain points.
Here’s an example of what your buyer persona might look like once you have enough information to add:
2. Create relevant content
Imagine your niche is in cooking but you randomly publish a blog post on your website about pet care. Those who regularly consume your content will be confused and, even worse, disinterested because it doesn’t cater to their needs. If your audience invests in your brand for a particular type of content, then that’s what they expect moving forward as well. The more your content stands out from the crowd, the higher the chances of you being discovered by the right people.
Creating relevant content is essential if you’re going to reach your target market. You want them to be able to find you organically as this can boost your ranking in search engines as Google favors organic traffic. You need to put forth content that interests your audience and keeps them coming back for more.
Conduct keyword research to see what search terms people in your niche are looking up online. This will tell you what they’re currently looking for and what questions they have that you can help answer.
When you search topics on Google and scroll down a little, a box appears with suggested questions that other people have asked frequently enough before that they show up:
Use Google Keyword Planner to see what search terms are performing well in Google and how you can narrow it down so your content has a better chance of showing up on the first page of SERPs.
3. Optimize your social media
Social media is a valuable tool all businesses should use to market to potential customers and get the word out about their products and services. Considering that 45 percent of the world’s population are social media users, you know your audience is out there waiting for your brand to present them with something they want.
If you aren’t optimizing your social media to further your brand reach to your target audience, you’re missing out on a huge pool of potential customers. You need to make sure you’re active on your accounts and that your profiles are optimized so new users can find you and know straight away that your brand is what they’ve been looking for. This includes your bio, picture, header, and a call-to-action that tells new users what to do next. Your profile must also show people that your brand will add value to their lives or solve a problem they have.
Take a look at how MeetEdgar optimizes their Twitter account to make sure their target market can find them by implementing a hashtag, explaining what they do, and linking users back to their website:
When first starting out, it can be difficult to reach your target audience. However, it’s completely possible if you know what steps to take. The first thing you need to do is research your audience to see what they need from you so you can cater to their needs and interests. Then you must create content relevant to what they want to see so that you know they’ll stay invested in your brand. Finally, optimize all your social media accounts so anyone can look up relevant keywords and hashtags and find your brand instantaneously. How will you reach your target market more efficiently?