Creating demand is the foundation of all marketing and sales processes. It starts with building awareness about your brand with the people who matter most, your ideal clients. Below are five key tips for doing just that:
- Create buyer personas for your target audience
Defining a buyer persona helps you create messaging to better target your ideal customer. It’s a detailed description of someone who represents your target audience. This is not a real customer, but a fictional person who embodies the characteristics of your best potential customer. We have a proven process for uncovering your ideal client or customer.
It’s a good idea to understand the needs and wants of each audience you’re targeting. Once you have your buyer persona in place, you can map out appropriate strategies.
- Provide free content that’s personalized to your buyer persona
Think about each model customer as if they were a real person. This helps you create targeted marketing messages. The buyer persona guides you from your service or product presentation to your brand voice to the social channels you use.
You don’t necessarily need to create new marketing content. You can often recycle old content in ways that help you reach your buyer persona more effectively. One buyer persona may prefer whitepapers; another may lean towards watching videos; a third may favour reading short blog posts and infographics. Knowing this, you can present the same information in different ways to match the consumption habits of your buyer persona.
- Partner with influencers
What better way to get more people to learn about your brand, service or product offering than to build relationships with influencers who can get your name out there in front of new audiences? According to BrightLocal, 88% of people trust online reviews written by other consumers as much as they trust recommendations from personal contacts.
In the world of products, one of the most effective e-commerce marketing approaches is to send free samples to industry influencers on Instagram. Bloggers and social media celebrities are highly trusted by their followers, so getting them to feature your products, with a link back to your website or landing page, is an effective, organic tactic for increasing your traffic.
Make sure that the influencer you choose matches one or more of your buyer personas. The better access they have to the audiences you’re targeting, the higher your chances of success.
- Invest in paid ads
Paid advertising such as search ads can help you reach audiences that you would not otherwise be able to connect with through organic traffic. With paid search advertising, you can pay to have your ads displayed above and below organic search engine results when users search certain keywords. It’s a great way to meet what an end user or prospect really wants or needs in that moment.
Display remarketing ads are another effective technique that allows you to stay connected to your target audience while also building brand awareness. It displays ads to potential customers who visited your site or used your mobile app. The ads can generate website traffic and build awareness about your brand, services and products.
- Take advantage of social media to boost engagement
Determine the right social media channel(s) for your business. Then create a strategy for delivering relevant insights and tips to your target audience which are appropriate for each channel. We find that LinkedIn is a good choice for marketing to a quality professional audience, including influencers, decision makers, and executives who act on new opportunities.
Build an engaged email list by collecting email addresses from visitors or users of your website. This becomes a selective database for future business communications with prospective or existing clients. And it’s one that you have complete control over.
Consider hosting one or more virtual events such as a webinar to promote your brand and your stature as an authority; and put the word out on sites like Eventbrite and LinkedIn.
At Impagination, we can provide you with a template for creating the right-fit buyer persona that represent your target audience. We can help you develop content that’s personalized to each buyer persona. We can guide you on partnering with influencers, investing in paid ads, and determining the right media channels for communicating your messages.
Join our Smart & Savvy Strategy School™ and participate in interactive group sessions focused on creating your unique value proposition, connecting with your target audience on a deeper level, and using the exact tools our private clients use to create 10 – 20% growth year after year.
Reach out to us for a no-obligation conversation about how this program can help you!