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Digital marketing and communications are only valuable when there are people involved in the conversation.
Who are you trying to reach and connect with?
Brainstorm your target audiences, and specifically the ones related to achieving your goals (from Day 1).
Don’t just have an audience who are “customers” or “clients”. What type of customers and clients do you have? Who are your ideal clients? i.e. the ones who buy the most or best from you?
If you’re not sure, look at your past and current client base. Who is actually buying from you, or using your products/services?
Create a profile
How old are they? Where do they live? What gender are they? What are their likes and dislikes? How do they use technology, the internet, social media? What is important to them? What problems do they have that your products or services can help solve?
Digital marketing allows us to target messages at people based on their demographics and psychographics, so the more you know about them, the more specific and direct your updates can be, and research shows that the more relevant ads and online messages are, the more effective they are.
Look beyond the obvious
And don’t just focus on the obvious client/customer audiences. Consider other target audiences that are important to your business, such as suppliers, referrals, advocates or key influencers, and don’t forget your own team – current staff as well as the potential staff!
Your digital marketing can be used to attract and communicate with all of these different audiences in different ways to help achieve your goals.
If this seems a bit overwhelming, remember that you can also prioritise your target audiences. It can be difficult – if not impossible – to try and reach and engage with everyone equally, but it is incredibly valuable to know the different groups who are important to your business.
In most cases, your customers or clients will be your most important audience, with one or multiple different types of customer “segments”. And these will be the people you communicate with most.
But with so much of our digital marketing public, it’s essential to keep in mind how it is seen to your other audiences and what perception it gives them of your business or organisation.
So while the majority of your updates may be focused at customers or potential customers, you might do the occasional one that is more focused on your suppliers, or perhaps send your Supplier or Referrer target audience a specific email campaign to keep them up to date on what you’re doing from there perspective.
- Update or create a list of target audiences.
- People you want to reach and engage with using digital marketing in 2014.
Coming tomorrow… DAY 3: Brand Personality.