You can have the most aesthetically pleasing online store with amazing speed, easy navigation, the highest quality products backed up with excellent customer service and a huge marketing budget. Yet, none of this matters if you aren’t reaching and engaging the right audience for your brand.
In order to drive the right traffic to your online store and increase sales, you need to be a 100 % on what a qualified audience is for your brand. You want to decide who they are, what they value and how they use each channel at the various stages of their purchase journey, from interest and validation through to decision and advocacy.
Below are some tips on how you can identify and engage your audience.
Know your audience
Knowing your target demographic is undoubtedly one of the first things you need to identify Why? First off, not only does it give you the clarity for reaching out to the exact people buying your product or service, but it also helps to pick the correct platform and technology to deliver your message. But that’s just not it. Once you have their attention, there’s still plenty of work to do! To really tempt your audience into purchasing your product without a slight bit of hesitation, advertisers need to know exactly what to say. Great content moves people—and in turn, products. It keeps the audiences engaged, entertained and coming back for more!
Learn what is important to your audience
As marketers and business operators, we have endless amounts of data at our fingertips. Google Analytics and Search Console can inform us how people find our store and what they do upon showing up. Facebook Insights and Ad Manager can tell us their location, age, relationship status, behaviours and interests Moreover, social media listening tools can tell us what customers think about our company and products, and what other topics are interesting to them.Use these tools to observe your audience’s demographic and psychographic profiles to gain a better understanding of what is most important and interesting to them.
Speak your audience’s language
You’ll never get through to the swifties if you’re using a very formal tone. And you’ll most likely displease male football fanatics with bright color tones and flowery designs. To relate and connect with your audience, you need to speak their language. That means not only using their relevant voice and tone, but also exchanging dialogues in actual words and phrases they use. Using social media listening tools or observing comments and conversations on peoples socials can reveal your audience’s common dialect which in turn can be used for a marketing campaign.
Pick the right platform
3.81 billion people use social media worldwide today! While traditional mediums such as newspapers and televisions are around for advertising, most companies are turning towards digital publicity for the majority of their needs—and who could blame them? As of 2016, tech giants Google and Facebook together control over nearly 76% of total internet growth revenue. Besides, in the third quarter of the same year, Google and Facebook together controlled 99% of advertising growth, with the percentage only rising, why would you settle for anything less ? Pick the right digital platforms and go where you will find the most exposure.
Internet reach is endless, from the moment you open a browser internet users are bombarded with dozens of digital advertisements until the time they are done surfing and closing their browsers. In this time span they’ve seen so many ads they’re probably only going to remember one or two even. That’s why it is essential to have the most creative content on the web to achieve a click where they stay through the entire process. You can win over the mass by being entertaining and authentic. Go ahead and dare to be different!
Keep it short and sweet
Don’t explain too much! Short messages or a punchline without the cliches go a long way in the world of digital advertising. Grab your reader’s attention with a one liner, something witty or funny always works!
Know your organic keywords
The largest source of traffic undoubtedly is organic search for any website. It is important to understand what terms and why are they being used in order to bring people into your stores. Keywords typically fall into three main categories.
- Informational Keywords: These are general and used to find broader topics or items. It is used when the user is still researching on what exactly is it that they need or are still figuring it out. This is your opportunity to be helpful and/or interesting, increasing likelihood that you’ll be considered when they are ready to purchase.
- Navigational Keywords: These are used to find a specific website or product. This is a phase when the user has already done their research or knows exactly what they want but are still debating about the purchase. Or they could be a returning customer.
- Transactional Keywords: These are used to find a product to purchase.The user knows his/her needs, has already done the research, found the product or service and needs it right away.
By identifying relevant search terms and the user intent behind them, you can develop content to better address your audience’s needs.
When customers discover your website – whether it be from a display ad, keyword search or any other means it is highly unlikely they will purchase your product or service in the first visit. This is expected and completely ok. You can bring those customers back to your store through retargeting efforts.
Various digital channels offer retargeting campaign options. You can use AdWords,Google Display Network or a DSP, Facebook for retargeting on desktop and mobile devices. Knowing who your audience and what channels they use will help you decide what the best platforms are for your retargeting efforts.Therefore, gaining a deep understanding of who your customers are and what motivates them will help you identify your best fit. Only then can you use digital channels to reach that audience, and drive higher quality traffic and increase sales.