When developing your Content Marketing plan, knowing your audience is a very important part of the process. Thanks to this, you will be able to generate the right information for each audience segment, as well as identify new beneficial opportunities for your company. Do you know how to do it? We will tell you below.
Your clientele is constantly evolving
The digital age has made consumers substantially change their habits. The way they interact with information before buying a product is different from the old process that involved having money in their pocket and going to a store to buy what they needed.
Nowadays, users read reviews from other customers, comment on social media and compare thousands of products to make a better decision. Therefore, you need to know your audience perfectly, because what interests them now may be a passing fad tomorrow.
Improve your audience targeting
Data analysis and targeting your audience
The weight of analytics in today's marketing is so important that, thanks to its information, it is possible to completely redesign strategies, or even adjust elements that will lead to success. Therefore, let's look at the following example:
-A brand of fitness products, including weights of 40 kilos and above, focuses its content production on the male audience. Since this audience segment has traditionally been considered the avid consumer of this type of equipment, there is no need to design a plan that includes the female audience, at least in appearance.
However, through data analysis, the company concludes that 10% of visitors to its eCommerce and blog are precisely women between 20 and 45 years old looking for weights of that size. On the other hand, this same segment of the public represents 7% of the users who download its free exercise guides.
Therefore, by not including women who break away from traditional exercise patterns, they are wasting clients, sales, and the opportunity to improve their audience targeting.
The solution is the following: include in your Content Marketing plan information aimed at women who like training at an intense level, through videos, blog posts, Email Marketing and paid ads, among the main techniques. There will not even be a need to design another product, since the current one is adequate to meet this demand.
The result will be an increase in sales, conversions and loyal customers who will increasingly trust this brand, which proves the importance of discovering new customer segments and improving the general orientation of current ones.
Discovering new business opportunities
In the example above, the brand decided to give a chance to a secondary market of customers, which over time can become increasingly stronger. In addition to this, the opportunities to discover new opportunities to generate profits also require imagination and research.
Continuing with the example, this fitness brand, through research carried out among its new audience segment, discovers that they will also be good consumers of pastel-colored sportswear. Also, since many of them go to train with their boyfriend or husband, the idea of acquiring sports bags with a printed image representing an athletic couple sounds attractive to most of them. Therefore, this will be the next souvenir from the brand available in its eCommerce.
Thus, new business opportunities have been found cambodia mobile phone number list , which will lead to attractive content and a redesign of the current marketing plan.
The constant creation of Buyer Personas
If the market changes, the company also needs to adapt to this natural evolution. One way to achieve this is the constant creation and monitoring of ideal consumer models, which will be important for the following reasons:
-They allow you to focus your strategy on specific customer segments, thanks to the knowledge they provide about their habits and interests.
-They help brands to connect more and more with their audiences, getting to know them better in order to provide them with a higher quality service.
-They allow you to integrate new types of clients that appear throughout the plan, since even a small percentage of them represents profits, prestige and the possibility of future expansion.
Knowing