Narrowing your audience can make you better at what you do. In order to attract the perfect client, you might want to consider narrowing your audience. It’s a matter of not trying to be “everything for everyone.” When you are able to identify your niche, you have a smaller audience that has a built-in intention to purchase the goods and services you’re offering. And you can concentrate on what you do best!
Why Is Narrowing Your Audience Important?
Once your content marketing is up and running, converting your website traffic to sales is the most important goal. Conversion happens when your audience encounters relevant information – so the key is to know what your audience wants, what their priorities are, and what’s stopping them from buying your goods or services. It’s difficult for a general message to achieve this level of specificity.
A web designer just starting out might take on any client to build a portfolio. At some point, she might want to choose between working with small business owners or larger commercial enterprises. She ought choose between one or the other, depending on her strongest abilities, and then target that audience in her marketing.
How Do I Attract The Perfect Client?
You must decide who your audience is, what content they respond to most, and which channels would be most effective for your audience. Fortunately, for content marketing, budget constraints aren’t as tight as they are for traditional mass media.
You need to find out the following:
- The right channels for reaching people – what sites they visit, what they search for, where they look on social media.
- How they themselves would describe the services you want, so you can adjust your copy to suit their tastes.
- How they choose the goods and services you offer, so you know what to feature on your website.
- How does your value proposition matches what they want?
- What they’re not looking for, so you can exclude that from your content.
- How your service adds value to their lives, so you know what benefits to emphasize.
If your goods or services are extremely relevant to your potential customer, they will be more likely to choose you. If you try to appeal to everyone, your message and content and your offerings will be muddled, and it won’t appeal to anyone in particular.
Lifestyle, not demographics
Before, the target audience was determined by age, sex, location, and needs. However, content marketing has made traditional means of targeting unhelpful. Location no longer matters, and simple demographics are no longer set in stone. People in their 50s are more interested in tech and pop culture, and people in their 30s aren’t as financially independent or have reached traditional milestones. Lifestyle is more important, so ask these questions:
- What is your perfect customer’s life like?
- What do they want? What do they want to avoid?
- What needs do they have that aren’t met?
- What kind of disposable income do they have?
- What does this entail for the market size?
Is your audience too broad? Use it as a jumping off point!
You need to talk to the people you think you want to talk to in order to learn about them. You might learn that you were right, or more importantly, you might learn that your assumptions were completely wrong and need to pivot. If you already have paying customers, you can survey a good-sized sample. Be sure to find out:
- Demographic information or information about their business if you’re B2B.
- Experience with the product and why they’re using it.
- What are the biggest benefits they have received from your product? This is also a good chance to receive testimonials or create case study content.
- What do they like best about your product?
- What alternatives did they consider before they chose your product?
- Why did they choose you over the alternatives?
- What were some of the friction points that caused them to hesitate before choosing your service?
- What information were they missing? This will help you figure out what content needs to be added to your site so that your potential clients feel like they are informed.
Get started on your personas quickly with our free worksheet
One way to ask the right questions is to decide if the answers you would receive are actionable. And when you receive answers to your questions, it’s a good time to evaluate how they word things, so you can adjust your content accordingly.
It’s time to created targeted content for this audience. Depending on where they are in their decision-making process, you might need content that gives more information about how you can help them. You might need to create content that shows how you would provide value, especially in comparison with your competitors. You might need to give to right amount of information that will help these leads make a choice with confidence.
Often you will need to create several buying personas, in order to create effective content. It’s very rare that you would be selling your product to just one type of person. Most likely, when you’ve gathered your information about your audience, you’ve noticed several trends or different types of people who are interested in what you have to offer.
As you create and publish new content, you can will use data from Google Analytics or other content marketing metrics that show which traffic sources are performing well in conversion. You can also see which content, keywords, and landing pages are performing the best.
Whatever you learn, be sure to test it. Make the changes to your site, your UX, and your product or value proposition, and see what happens.
Effectively narrowing your audience is a challenge. We can help you find your perfect client.
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