Don’t Stop With Finding Your Audience!

by Caliber Media Group on April 10, 2012

Don’t Stop With Finding Your Audience!

Now that you found your audience…what are you going to say?  They press play on the video. They see the advertisement with the QR code. They arrive at your mobile site. You don’t want them to stop here.  Remember the end goal is to get them to buy your product, engage your services or, if they’re not ready yet, start an ongoing active relationship where you can continue to court them.

So do you simply list off some generic benefits of your product or service and cross your fingers?  How about you offer them a deal and hope they take you up on it?  Surprisingly, this is how many businesses attempt to engage their audience, really having no idea if it’s working.

Keys to Engaging Your Audience

If you want your audience to stick around and hear what you have to say, you have to think like they think.  That’s right, it’s not about what you want to say, it’s about what they want to hear.  Although this takes some effort, it pays to be thoughtful here. A few things to keep in mind:

  • Who is your audience?

Think through age, gender, income, education, careers, etc. You can imagine how these factors will shape how you talk to them.

  • What is each audience segment looking for?  

Think through pain points, direct benefits, advantages over your competition, etc.

  • Does your audience know what they need? 

If not, teach them!

  • What concerns does your audience have?

Address these concerns directly or your audience might not hear you. Is it the price? Explain how your product/service saves them money in the long run.

  • Bottom line: How are you going to solve their problem?

Paint them a brief picture. Help them visualize their life with your product or service.

 

Tips to Talking to Your Audience

There are some key elements to how you should talk to your audience and its something we like to call “Content Strategy.”  Here are 3 main elements to get you started:

  • Strong Headlines – According to Copyblogger, 80% of people read headlines only.
  • Audience Centric Value Propositions – Know what your audience wants to hear, speak their language and do it fast.
  • Clear and Accessible Call to Action – Don’t make them guess!  Tell them what the next step is and make it an easy step to take.

More to come on Content Strategy, along with implementing Landing Pages so you can track your efforts.

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Put Your Money Where Your Audience Is – Part 2

by Caliber Media Group on February 28, 2012

Put Your Money Where Your Audience Is – Part 2

Now that we understand that the best use of our marketing dollars is finding our audience and being there, let’s investigate other “places” our audience is living.  Here are some stats that will give you a clue:

  • 91.4 million people in the U.S.(29% of the population) owned smartphones in the latter part of 2011 (an 8% increase from the preceding three month period) (Hubspot)
  • Mobile coupons get 10 times the redemption rate of traditional coupons. (Borrell Associates)
  • Smartphones have a 31% higher click through rate of ads than desktops. (Hubspot)
  • By 2014, mobile internet usage is on trend to surpass desktop internet usage. (Microsoft Tag)

Mobile connected devices essentially go everywhere your audience goes and the stats don’t lie…people are using them.  More and more people are seeing the value of researching products, shopping, locating businesses, sharing content while they are on the go.  There is no excuse for idle time with a mobile device in our hands.

What are some ways your business can capitalize on this trend?  Here are a few ideas to get you started:

1.  Make sure your website is mobile-friendly.

If you have a commerce site, develop an an application that makes purchasing easy.  If there is a hint of difficulty when people arrive at your site, people will leave and never go back.

2.  Develop your brand through a mobile-based advertising campaign.

If people are more likely to click through on a mobile phone, then this is a great opportunity to bring people to your new mobile-friendly site or application.  There are some great media buy tools that allow these campaigns to be targeted based on your current website traffic.  These tools will give you extremely targeted demographics on your audience as far as age, purchasing habits, income, etc. and tell you what other websites your audience is visiting.

3.  Keep mobile phones in mind as you develop your offline advertising and marketing.

QR codes and the newly emerging Mobile Image Recognition tools are great ways to build interest in your campaigns. But don’t simply re-direct someone to your website on their phone (especially if it’s not mobile friendly).  Send them to a landing page specific to the advertisement content.  Give them a coupon. Give them something free. Make it interesting enough that they’ll actually stop to scan the code.

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Put Your Money Where Your Audience is – Part 1

January 30, 2012 Uncategorized

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Internet Marketing: 5 Ways to get a Business Blog Started

September 6, 2011 Internet Marketing

Tweet So you are finally convinced (or almost convinced) by everything you have heard and read (including from Caliber Media Group, Orange County’s expert Internet Marketing Agency – shameless plug) and you have decided to go ahead with a business blog. An important, even critical first step, is to determine 1) how your blog will help your current and future customers and 2) how that helps your business be more sucessful.  For [...]

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