Tailoring your business’ content to suit your target audience’s interests is essential to maximize your conversion rates. Although it may seem infinitesimal, the color schemes, format, and style of delivery, among other things, will play a key role in how your content is consumed by your audience. For first-time business owners and aspiring entrepreneurs, here are eight ways to tailor your business’ content for your target audience:
Figure Out Your Target Audience’s Age
Age is an important factor in creating content for your target audience. It lends a deeper insight as to what their interests are, what trends they follow, and what material possessions they value most. For instance, younger audiences may be more receptive to content that relates to popular culture references. Meanwhile, older audiences may be looking for more actionable advice and specifics.
Figure Out Your Target Audience’s Earning Power & Spending Habits
If you are serving content about superyachts and sports cars to an audience that makes minimum wage, you’ll likely fail to convert any viewers into paying customers. Knowing what income bracket your target consumer falls into helps you tailor your content to match scenarios that make financial sense to your customers. In addition, learn about their spending habits. What payment method do they use? Do they buy primarily online or in-store? How often do they buy a product?
Connect With Customers Ask For Feedback
Unique fan content platforms, such as Loyal Fans, help you connect and share exclusive content for fans. The most fool-proof way to ensure your marketing campaigns are well-received is to ask for feedback from people who will consume the content. Use surveys and polls on social media, post engaging questions on your blog, and have a “Leave Feedback” section on your main website.
Base it On Your Business’ Culture
Your marketing content should reflect not only the needs of your consumers but also the essence and culture of your brand. For instance, be honest and real with your audience. Avoid marketing tactics that may be perceived as shady and manipulative as this may turn off your site visitors.
See What Your Competitors Are Doing
Check the websites and blogs of businesses in your respective industry or niche. What topics or subject matter do they post about? Are they mostly text content or heavily reliant on images? What style of writing do they use to deliver content? Do further research on what their conversion rates are, how profitable their business is, and whether or not they have a positive brand image.
Train Your Marketing Team
Train your marketing team in the art of developing personas. Essentially, this means imagining themselves speaking with a customer. The persona is an image of your ideal customer. Defining a persona gives your marketing team the ability to tailor their sales script to meet the customer’s needs. When defining a persona, mould the image of your hypothetical client based on customer-sourced feedback and previous customer interactions. Consider their typical role as a person and professional, objectives, and commonly voiced issues.
Keep it Simple
Regardless of your target consumer’s profile, people want a simple way to do things, and that includes consuming information. If your website pages load a second too long or if you require too many clicks for them to submit feedback, they are likely to abandon whatever they were about to do. Make the process of signing up for your newsletter or buying a product as easy as a few clicks by limiting the number of site pages, reducing page loading times by cleaning up your codebase, etc.
Marketing experts have years of experience in the science and art of creating marketing campaigns that perfectly suit its intended audience. They know how to use different high-level marketing strategies and analytics tools, such as segmentation and attribution, in order to better understand the demographic they are trying to serve. Hiring an expert can save you the time and trouble to learn and master all of these concepts.
The content that your business produces will have a direct impact on your lead conversion rates. More importantly, it reflects your brand’s integrity and trustworthiness. Curate the content that you produce and post by working with your consumers, marketing experts, and employees.