The key principle to building a brand-loyal audience onis engagement, or at least that’s what we’re told: but the question that’s never really addressed is, how you build the right sort of audience: one that you can truly engage with.
So how do you create and build this mythical engaged audience? Well, according to a new infographic shared on visme.co, there are 7 questions advertisers need to be asking if they want to create the right sort of audience – that is, one that buys into what you stand for, what you’re doing and what you’re trying to achieve.
What are the goals of your business?
If you’re unsure what your goals really are, then how can you hope to attract people to buy into your ideas. You need to know what you stand for, where you’re going and what you want to achieve ultimately. Once you’ve identified these, you can start to build a strategy to achieve these goals and that’s what an audience will buy into.
Who is your target market?
Identify the people you want to reach and sell to. Find out who your ideal audience members are, where they are and what they do. If you’re struggling to find your target market, don’t be afraid to ask for help.
What is the online behaviour of your target market?
If you can identify the online behaviour of your target audience, then you are in a much better position to create unique and informative content that resonates with them. You can give them content that they won’t be able to find elsewhere, and you’ll be able to give them information that speaks to them directly.
What ‘pain’ does your target market have, and how can you solve it?
Every member of your target audience will have a different problem they want solving, whether that’s a product to answer a pressing need, or a solution to problem that they’ve been struggling with. What problems can your business solve, and what products do you sell that will answer their needs. Once you’ve identified these issues, you can then create content that will specifically address them.
What language does your ideal customer use?
We’re not talking about nationality here: rather the tone of how they talk about their business. To engage with your ideal audience, you have to learn to speak their language. So find out what they talk about and what sort of tone they respond to when discussing the issues that affect them.
What benefits can you offer customers that they can’t get elsewhere?
What products do you offer? How are these products different than those your competitors offer? What makes them unique, and what added value can they bring for customers? To build true engagement and brand loyalty you need to be able to offer something that gives you the edge on the competition.
What can you offer free to customers that they can’t get elsewhere?
‘Free stuff’ is the cornerstone of marketing, though not all businesses are in the position to be able to lavish gifts of potential customers to buy their future loyalty. That, however, doesn’t mean you can’t still give them stuff for free. Information can be just as valuable to potential customers, especially if this information will help them to meet their business goals or solve a longstanding business problem.