How do I engage my target audience

How do I engage my target audience?

Every week, we answer a common question about marketing or business. This week, our question comes from a fan who entered to win a Fire 7 Tablet from Pangea. Today, we will answer the following question: “how do I engage my target audience?”

How do I engage my target audience
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Understand first, then engage your target audience

Your target audience is made up of people who are most likely to buy your products or services. Having a clear picture of your target audience is critical. You need to structure your business around your target audience. You must understand what they care about, what they want, and how they behave.

The easiest way to understand your target audience? Talk to them. Seriously! Having real conversations can be a huge eye-opener if you spend your days working in an office isolated from others.

But let’s say you already have a target audience. Let’s say you have a business and you can at least roughly describe who they are and what they like. How do you understand them on a deeper level?

First, research the people who are actively engaging with your website. Actively products and channels that are converting. Then find what’s not working and tweak it or stop doing it.

Looking for a technical solution to help you get started? Google Analytics is a free and fantastic tool that allows you to track data for your website. This is one of the most helpful tools for small businesses to use. Its whole reason for existing is to help you track and measure the most important data from your website. 

Where do I engage my target audience?

Engaging your audience can be done through a number of different ways and through a number of different channels. You can have face-to-face conversations and phone calls. But since we focus more on digital marketing, we’ll approach the question from that angle.

Some online channels where you can engage your audience include Facebook, Instagram, and Twitter. Knowing which channels serve which purposes helps you to understand which platform(s) are best for your business.

Facebook is the biggest social media platform in the world. More than one billion people are on the site. Facebook Pages and Groups are great ways for your small business to engage with your audience. On both, you can share content, and interact with your audience through comments, posts, live videos, or even contests.

Instagram is also a very popular social media platform. Sharing content through photos and videos is its primary function. Now you can live-stream and post stories that all your followers can more easily view. You can do this all with an Instagram Business Profile, which provides you with insightful analytics about who is engaging with you and other data on your page.

Twitter is another fantastic site to engage with your audience. Similar to Facebook, you can tweet out posts, pictures, videos, or whatever you are wanting to share. Lots of businesses have taken to engaging with their audience in a comedic manner. Companies such as Wendy’s and Taco Bell have been some of the biggest names to do so.

Interacting with your audience on these channels is different for everyone. After all, not all target audiences want or expect the same things. What’s really important is to research your audience and find out where they hang out online. Then become a part of the community!

How can data help me engage my target audience?

Engaging with your audience means putting people first. Even still, data and careful analysis can help you gain insight into how your audience really thinks. It’s not always what you expect!

For example, Google Analytics, which we mentioned earlier, provides information about your website and its visitors. You can figure out which pages people read and how they find you. You can also pay attention to how long users stay and which pages they exit on. Properly read, this data will tell you what people want to see and what they don’t want to see.

Different tools serve different purposes – some let you monitor your website traffic and others your email campaign performance or social media activity. A lot of data can be tracked and measured, there are some points that can’t be quantified. When you look at the percentage of emails being opened or the bounce rate of your website, don’t forget the human touch.

Ask yourself simple questions when you review your data. Do people seem like they genuinely care? Is your business growing or shrinking? Are new visitors or social media followers relevant to your business? Beginning analysis with simple questions makes finding meaningful answers much easier!

Once you know what you’re looking for, data can help you engage your audience by showing you which content works. You can remove pages from your website that don’t work and make more pages like the ones that do. On Twitter, you can make tweets that are more likely to be retweeted; on Instagram, you can make posts that are more likely to be liked.

Data analysis can also help you find obvious problems. If you run a pizzeria in New York City, you don’t need to be paying for traffic from Denver. In this sense, data analysis can be a huge life-saver. 

Other ways of engaging your target audience

Always consider the channels where your target market hangs out. Does your audience like 15-second videos on TikTok? Do they prefer informative email campaigns, blog posts, or social media? Or, alternatively, do the same people look for different content on different media? No matter what the answers to these questions, you must know that pushing your content on the wrong platform won’t work. If you don’t appeal to your target audience, you will not generate leads or sales.

In last week’s post, we talked about how Facebook and Instagram for Business were exceptional tools to use for digital marketing. Social media is one of the best and most efficient ways of engaging with your target audience. Eighty-three percent of people say that they discover new products or services on Instagram.

Social media doesn’t just mean Facebook, Twitter, Instagram, Snapchat, and TikTok, though. Don’t be afraid to look for super-specific sites like LinkedIn, Tumblr, Pinterest, and Reddit. Try to find influential sites that are super-specific to your niche.

Additionally, blogging is another great way of engaging with your target audience. That’s part of why we do it! If you are passionate about your business, or the services that your business provides, consider starting a blog and writing about it.

Blogging allows you to delve deeper into topics you might not be able to spend lengths discussing over social media. You can answer questions or discuss your business without the restrictions imposed by other people’s websites. In fact, we consider long-form content like this to be one of the cornerstones of target audience engagement.

Final Thoughts

Successfully engaging your target audience is tough to master. Good engagement requires an ongoing process of listening to others, looking at the data, and finding the right places to talk to people. By trial and error, step by step, you can craft experiences that people really want.

First time marketing your small business?
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Do I need digital marketing?

Welcome to our first Quick Questions post! Every week, we will be answering a common question about marketing, or an aspect of business.

This week, our question comes from a fan who entered our giveaway contest for a Fire 7 Tablet. Today, we will answer the following question: “do I need digital marketing?”

First time marketing your small business?
Join our online community of small business owners.

What is digital marketing?

Digital marketing is the marketing of products or services using digital technologies. That means the Internet and mobile phones, as well as display marketing. Any time you sell something to somebody through email, social media, or an online store, you are a digital marketer.

Let’s not mince words. If you want keep growing your business today, you need to have an online presence. Period, point-blank.

Our society is driven by technology. Ninety-five percent of Americans own a cell phone. Seventy-seven percent own a smartphone.

That’s a staggering statistic! How many things do more than three-quarters of Americans own? Really let that sink in.

Marketing is a broad term, so digital marketing – by its nature – is also a broad term. Digital marketing includes:

  • Search Engine Optimization (SEO)
  • Online digital ads, also known as pay-per-click (PPC)
  • Conversion optimization
  • Web and social media analytics
  • Social media marketing
  • Email marketing
  • Content creation – both in written and video form

Each of these subcategories could easily be its own article, and this is by no means an exhaustive list.

Significance of digital marketing and your business

In order to keep growing your business and stay competitive within the market, you need an online presence. You can then market your business in many ways in many different places online.

To drive our point home, let’s think about the basics first. Email marketing, for example, is a great way to reach your current audience. Email is a reliable way to stay in touch with existing customers. What’s more, setting up a “drip marketing” campaign gives you the ability to convert leads into customers in a systematic way.

When thinking of digital marketing, many people think of social media. As they should – it’s a dominant force in today’s digital marketing landscape. Having a strong presence on social media allows you to communicate with customers, build brand awareness, and market your products and your brand easily and for an affordable cost.

Having a steady presence on one or more social media platforms is one of the best ways to actively communicate with your customers and your target audience. Facebook and Instagram, in particular, are juggernauts in the social media world.

Facebook Business Pages and Instagram Business accounts are incredibly feature-rich, providing not only accessible ad systems but also useful data for understanding your audience.

Even now, we’re just scratching the surface. Lead generation is a major subset of digital marketing in its own right. It’s all about taking actions to drive more people to your online channels. Then you have ads, which play an important role in raising brand awareness on many different channels. What’s more, you have content marketing (like what you see here), which is focused on producing quality content to keep your audience engaged and informed.

(And this is us keeping the article short!)

Does it make sense to hire a digital marketer?

In many cases, yes!

Digital marketers can provide you and your business with a tremendous amount of help in digital marketing. In fact, so as not to flatter ourselves excessively, we’re going to focus on just four reasons why you should consider hiring a digital marketer.

Digital marketers can generate revenue. A lot of marketing comes down to getting your name out there. That means generating awareness, finding good prospects, and getting people ready to either buy or request a quote. Digital marketers know the best ways to reach your target audience and help you earn more money.

Having a digital marketer will save you time. Running a business is hard work. Countless hours go into making everything run smoothly. Having someone to take care of the marketing aspect for you makes this easier. Less time spent on marketing products or content means more time spent on creating quality work and running your business. 

Marketers will help you create goal-driven strategies. Working one-on-one with you to find out what your needs, wants, and goals are, digital marketers are there to help you identify and meet goals.

Finally, digital marketers can make sense of all of the marketing data you have. Facebook, Instagram, Google Analytics, and countless other tools create a deluge of data which is hard to contextualize. Good marketers help you understand what is really happening with your business.

Final Thoughts

Digital marketing is a dominant force in the marketing world today. In order to grow your business, an internet presence is a must. Understanding digital marketing will help you identify meaningful goals and create plans to meet them. Hiring a digital marketer allows you to tap into a wealth of knowledge to generate revenue, save time, and succeed in business!

First time marketing your small business?
Join our online community of small business owners.