4 Steps for Attracting Your Target Audience
You’ve done the legwork. You’ve conceptualized, designed, and built a website for your brand. You’ve written and published high quality, original content. You’ve shared your content on social media. And then… crickets. What gives?
In the competitive arena of digital content marketing, you’re constantly battling other brands and websites for attention. The more you engage, the more you realize that all that legwork at the beginning was only a small portion of the important work you have to do. Crucial to an effective digital marketing campaign is not just putting out quality content, but putting out content that is directly aimed at attracting your target audience.
The internet is a big place. At any given moment there are billions of users out there for you to reach with your message. The only problem is that many of those users are not the ones you are trying to make contact with. Within every industry there is a subset of individuals that you have to target in order to effectively achieve your goals, and knowing how to reach them is a necessary advantage in the online marketplace. Below, we’ll take a look at the four key steps you must take in order to attract a more targeted audience to your site and connect with the users who want to connect with you.
Step one: Create a customer profile
You can’t engage your target audience if you don’t know who they are. Chances are you already have an idea in your head of the people you want to attract – you just have to organize your thoughts into a clear customer profile. A customer profile is an outline of characteristics that define a person or type of person. What are the characteristics of the people you want visiting your site? Consider the following attributes, all or some of which are likely going to be incorporated into your ideal customer profile:
- Socioeconomic status
- Geographical location (specific location and also rural, urban, or suburban)
- Education level
- Marital status
- Parental status
Depending on the specifics of your brand, you may also be interested in a customer’s hobbies, interests, and entertainment preferences. It’s not enough to simply target anyone who might be interested in what you have to offer. Targeted efforts toward a well-defined audience are much more likely to successfully bring the right people your way.
Step two: Figure out who your current audience is
You know who you want to attract with your content, but you also have to understand who your content is currently attracting. This will help you figure out whether your content is effective for your primary purposes, and if not, where it might be going wrong.
Tools like Google Analytics are incredibly useful when it comes to identifying the demographic frequenting your page. Your Google Analytics “Audience” report can break down some important information for you about the people visiting your site, including age, gender, geographic location, and primary language
Let’s say your target audience is urban women between 25 and 45. If analytics show that you’re mostly attracting suburban women over 50, you can then work backward and ask yourself what it is about your content that is appealing more to one demographic than the other.
Step three: Evaluate how many people from your target audience are in your digital funnel
The process users take from awareness of your brand to consideration of your product to purchase, use, and brand loyalty is referred to as a “digital funnel,” although, done right, it’s really more like a circle. This customer journey holds steadfast across brands and industries – no matter what you’re selling, you need to attract customers, convince them to use your product, and impress them enough to keep them coming back for more.
By now, you know your target audience and you know who is coming to your site. Look at the overlap between these two categories, and you can then evaluate the current behavior of your target audience on your site and whether you’re doing an effective job guiding them from awareness to brand loyalty.
You must attract your target audience at every stage of the funnel. Use analytics and surveys to determine where those users are in their journeys. Have you brought your ideal customers to the site but failed to convert them into purchasers? Are you selling to your ideal customers but finding that they’re not returning for future purchases? The less guesswork you do about the journey your target audience takes – or doesn’t take – the better prepared you are to guide them in the right direction.
Step four: Find ways to make the experience more attractive to your target audience
The more you know about the intersection of your ideal customer profile and your current customer profile, the more insight you have into what kind of content will appeal to your target base. Don’t just focus on what topics could be more appealing, think of the content types (articles, lists, videos, infographics, etc.), post frequency, and email marketing techniques that will best appeal to your preferred audience.
Look at your Google Analytics “Audience” report again. It can tell you the behaviors (i.e. new user, returning user, frequently returning user) of your audience as well as the devices they use to visit your site (mobile, tablet, or desktop). Are most visitors just stopping by once? Ask yourself what you can do differently to keep them coming back. Are most visitors coming to your site via mobile? Make sure your site is optimized for mobile devices. Look for areas where you’re succeeding with your target audience and improve them while similarly solving the issues that are keeping that same audience from finding you and sticking around.
Attracting your target audience ultimately comes down to identifying who they are and why they are or are not making their way through a complete digital funnel. The more you know about their demographics, preferences, and behavior, the better you can build a website that appeals to them and supports a positive customer journey.
Trying to attract multiple target audiences? Discover the one that will make the business bus go: