Promoting your business online in today’s short attention span theater isn’t easy. Even those companies that occupy the niche market space face stiff competition. Merely advertising or sending out promotional emails no longer cut it. If you want to stand out from the crowd, an effective content marketing strategy is a must. Developing and executing an effective content marketing campaign takes some work, but it will be well worth it with the benefits your business will gain.
- Higher Visibility in Search Engines
Every time you add a new post to your blog, it’s another page that Google is going to index. While having more pages doesn’t necessarily correlate to more search traffic, it does give you the opportunity to rank higher for more search queries. By targeting long-tail keywords and topics that your customers search for, you won’t have any trouble appearing in those searches with your archived information.
- Higher Domain Authority
Producing more, higher-quality content will increase your perceived authority, expertise, relevance, and trust of your site. When your content gets more inbound links from external sources, your domain authority rises. A higher domain authority directly relates to higher search rankings.
- Increased Conversion Potential
The primary reason to create content is to engage, inform, help, and bring value to your audience. Once you’ve taken care of this, you can use the remaining space to pitch your products or services. When done right, this can lead to an increase in your conversion rate.
- Improved Brand Recognition
The people that are reading your content are building an impression of your brand. When they are looking for helpful, informative, and enlightening information, they’ll think more highly of your brand. They will also see you as more trustworthy and an established leader in the industry if your content shows up on external sources or the social media newsfeeds.
- Decreased Marketing Costs
The only thing that content marketing will cost you is time, and it offers compounding returns on your minimal investment. You’ll start to see growth after the first couple of months, and after a few years, you could see gains that are quadrupled your initial investment.
Tips for Identifying Your Target Audience
After spending months or even years, developing the right product or service, you’re finally ready to share your business with the public. While it is relatively simple to create a general advertising campaign to reach the masses, spending your time and resource identifying more targeted markets can help you maximize your marketing return on investment. Knowing who you should market to, and the best time to market your products or service can result in higher rates of return. Here’s how to get started identifying your target audience.
- Consult Your Business Plan
When you developed your business plan, you set a number of goals for yourself. Take a look at these goals and analyze the products or services that you provide. Think about how they fulfill a need or solve a problem for your potential customers. Figuring out your unique selling point is the first step in identifying your target audience.
- Begin Researching
Start researching your industry, the market, the competition, and the large pool of potential customers you’ve already identified. A lot of this research has already been done and can be found in existing sources. If you can’t locate any useful secondary data that is useful, you may want to conduct primary research by sending out surveys, doing interviews, or holding focus groups to get the information you need.
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- Develop a Customer Profile
After you’ve completed your research, you will use the information you gathered to develop a customer profile. This will be an in-depth description of who your typical customer might be and will include things like demographics and psychographic information. The demographic information should include age, gender, location, marital status, ethnic background, income and more. The psychographic information should include interests, values, hobbies, behaviors, attitudes, lifestyle, and more.
- Find Your Audience
You can’t simply define who your target audience is, you have to find out what sites they visit and which social media platforms they use most frequently. The information you gather for your customer profile, along with knowing where they hang out online will help you determine how to deliver your message.
Your work doesn’t end once you’ve identified your target audience. You have to continue to perform research to stay current on the industry and market trends, as well as your competition. Following these tips for identifying your target audience will help you develop a solid content marketing strategy.
Honestly, content marketing is safe and inexpensive and is available to anyone in any industry to utilize. The sooner you start investing your time in a solid content marketing campaign, the sooner you’ll begin to see results. No matter what you are looking to achieve, whether its higher conversion rates, increased traffic, or a genuine relationship with your customers, there’s no reason not to include content marketing in your overall marketing strategy.