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Know your Audience

In business, we create products and services with customers front of mind. But, what about content? When speaking to your customers – whether in an advertisement, blog, website or flyer – are you really getting through? To make an impression, you must know your audience. And this means developing content your followers value.

It doesn’t matter what kind of business you are. At BEING, we know it’s important to provide your followers with quality content. Stuff that’s original, relevant and interesting. The content your business shares isn’t about what you find entertaining; if your audience isn’t engaged, the message gets lost.

 

Know your customer

How well do you know your customer? If you answered, ‘not at all’, it’s vital you spend time getting to know them – as you would a new friend. Say you’re buying a birthday present for a stranger. Without knowing what makes them tick, it would be almost impossible to choose something they like. The same applies to providing your followers with content. Would your followers respond best to warm and casual language, or a tone that means business?

When it comes to what you post, would a meme speak to your target audience, or push them away? Before you upload a blurry photo of your latest product, it’s important to consider whether this communicates what your audience values about your business. Do you think your customer would engage with the content you’re posting in the same way a friend would? If not, it’s time to rejig how you connect.

 

Content advertising versus plain advertising

If your content is always in the name of self-promotion, chances are you’ll see some ‘unfollows.’ Valuable content should shape your business into one your target audience truly connects with. Where there is room to show customers your brand’s personality, a friendship is formed. Catering to your followers’ common interests – rather than repeatedly slamming them with why they should buy – bonds them with your brand. Here’s our checklist for creating quality content:

  • Useful
  • Topical
  • Entertaining
  • Informative
  • Interesting
  • Relevant
  • Value-add

Even if content isn’t directly selling to your customers, if it’s designed for them, they will engage. In marketing they say, advertising is about getting your message in front of the most people possible. Content advertising is about getting it in front of the right people.
 

Put yourself in their shoes

Gain insights by trying to see things from your target audience’s perspective. Take a pink flamingo pool floatie business; what content do you think its audience would expect? Formal, bland and boring, or conversational, sassy and bright? For lovers of giant inflatables, colourful and playful content would scream delight – and be the best way to connect with these pink pool pals.

Sometimes, getting out of your comfort zone and taking a new angle can make all the difference. You might be better at crunching numbers than ‘talking the talk’ to your customers. That’s okay! You just have to find a way to make sure your messaging resonates with your market. The better you know your audience and your own brand, the easier it will be to communicate clear, consistent and valuable information.

 

Need a hand getting to know your target market and developing suitable content? Get in touch. We’ll help you get better acquainted and learn a language they’ll love.

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