In this digital world, finding the right audience is easier than ever before. With many channels available, you can target your ideal customer and encourage them to take action – whether that’s learning more about your product or signing up to receive regular emails from you.
But if you want to maximize the benefits of your digital presence, you need to think about more than just having a website. You also need to establish yourself as an expert in your industry through content creation and sharing on social media.
In this article, we’ll walk you through the process of establishing your expertise and marketing your Modena business online – from creating a brand voice and figuring out your target audience to driving traffic to your website and making sales.
Create a Brand Voice
Do you have a voice that naturally makes people listen and engage with you? Whether you’re speaking to customers through email marketing or social media posts, your voice should be matching your website’s vibe, blog posts, and podcast.
Take a listen to how Michael John Skilling, CEO of MindSpark Media, creates interest and engagement in his speeches:
“If you are fortunate enough to have an engaging voice, you will be able to use it to your advantage when speaking with audiences both online and off,” he says. “This is known as ‘speaking voice’ and it’s one of the most vital things you can do for your business’ success. Developing your speaking voice takes time and practice, but once you have done so, you will be able to drive more engagement and interest from your audience than ever before.”
Your brand voice should reflect what your brand stands for. If you’re not sure what your brand stands for, review the overall business purpose and value proposition. This will also help you determine your target audience.
Determine Your Target Audience
As we mentioned above, your brand voice should match your website’s vibe, blog posts, and podcast. While you’re developing your brand voice, also think about who you will be addressing with it. Begin by identifying the primary market or group of people you will be pitching to – the individuals, couples, or families you will be speaking with.
Also, consider the demographics, psychographics, and digital behaviour of your intended audience. Once you’ve got a good sense of who you’re speaking to, you can establish key points of contact and build a buyer persona.
You can also use these insights to determine which platforms your target audience is spending most of their time on. For example, if you know that your target audience spends a lot of time on social media, you can try to engage with them there.
Establishing a digital presence is a lot easier than you’d think. With a few tools and platforms, you can have a website or blog that you can use to publish content, a podcast, and possibly even a YouTube channel.
What’s important is having a presence and engaging with your audience.
Publish Regular Content
Regular content is important for building an audience because you’re constantly giving them something new to interact with and engage with. With so much content being created every day, it’s easy for people to become bored and uninterested in your brand or company. Publishing content regularly shows your audience that you are always keeping things fresh and interesting – and also gives you the opportunity to build something interesting and engaging with less risk of people losing interest.
The catch is in actually getting them to interact with and engage with you. The easiest way to do this is to put yourself in their shoes for a moment. Imagine you’re a new customer or potential customer and you stumble across an article written by a popular entrepreneur or thought leader in your industry. If you’re reading an article that’s been published regularly and you’ve learned something new from it, that’s great! However, if the content is old and you didn’t find anything new from it, then it may not spark the same interest as previous content or feed.
One strategy to combat this is to periodically re-share special events and promotions that are only available to selected customers. For example, when a new piece of hardware or software is launched that you know your audience will love, make sure to share the details about it.
Establish Yourself As An Authority In Your Industry
This probably sounds familiar to you if you’re reading this. You’ve built your product and launched your website. You’re excited about the results and want to grow your business – but you’re not exactly sure how to do that. You also realize that there are a lot of other businesses operating in the same space as you, so you need to establish yourself as an industry expert.
To do this, you need to prove to customers that you are knowledgeable about your subject matter and can offer something unique.
One way to do this is to establish yourself as an “expert guest” on podcasts. By recording your own expert opinion on various topics, you can demonstrate your knowledge and gain credibility with your audience. When people hear your voice, they are more likely to believe you are an expert.
Drive Traffic To Your Website
Having an expert voice is great, but unless you can back it up with content, people will have no reason to listen. To prove to your audience that you are an expert, you need to make sure that they can find your expertise visually on your site.
Your site’s architecture and design will determine how easy it is for users to discover and find the information they need. Poorly designed or implemented site maps, for example, can make navigation difficult and confusing – even for experienced users. In addition, having an expert voice on your site doesn’t necessarily mean people will want to listen to you. To drive traffic to your site, you need to create content that is relevant and helpful to people – something they couldn’t find elsewhere. If you can do that regularly, then you’ll begin to see traffic rise.
Once you’ve got traffic coming to your site, you can use various tactics to make sure they stay. For example, you can set up email campaigns that send out useful information regularly. If people are finding what they need and aren’t struggling to find the information, you’re almost certainly doing something right.
Having a digital presence isn’t enough to succeed in today’s marketplace. You also need to be able to market your business online.