Content Marketing

Know Your Target Audience – A Comprehensive Guide

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Do you know your target audience? Or have you ever tried to analyze what kinds of customers or clients seem interested in your product or service? If you haven’t done any of that, how do you assess if your marketing goals are met?

Frankly speaking, getting to know who will buy your products and services will help increase sales. Either based on interests, demographics, geolocations, or other attributes, defining the target audience could become a game-changer. 

Find out the people who are your potential customers and have higher chances for conversion. Not only this will help tailor your brand image, made specifically for target customers, but you could also bond better with them. 

Know Your Target Audience – Why It’s Imperative?

know your target audience

Let’s understand the importance of marketing campaigns targeting the right audience using an example. 

Think of you as someone who sells perfumes. Well, you have two options: Invest $50 on a paid Facebook ad that talks about the fragrance of your product and get nothing in return. 

Or spend $100 on analytical tools to research your target audience, find out what they like and want in their perfume. And, then create ads that resonate with their needs. This time, without using a paid Facebook ad. 

What do you think will help you achieve the goals? The second option seems more productive. Don’t you think so?

When you know your target audience, you can build campaigns that entice potentially interested customers by relating to their problems. 

In other words, the better you know who your target audience is, the easier it becomes to advertise your products and services. 

Why Different Digital Platforms Matter?

Do you really wish to find out what your target audiences are like? In such a case, it is impossible to ditch any digital platform. 

For instance, SEO can help companies target those who are actively searching for something specific. On the other hand, social media platforms enable a more sophisticated approach for developing brand awareness. 

These digital spheres are apt for gathering information related to consumers interests and their buying habits. 

Finally, it’s email marketing. Using which companies segment audiences to get an even overall better understanding of their target consumers.

How to Know Your Target Audience?

Before you start analyzing the buyers’ habits, preferences and more, it’s crucial to identify who your target market is. 

Thankfully, there are several methods to accomplish that.

Track Your Audience

Tracking lets you understand your target market closely. Use surveys or questionnaires or both to determine the specific consumer niche interested in your business. 

However, when designing the surveys, make sure these are quick and straightforward. Often people feel overwhelmed when asked to enter too many details.

So, keep the surveys or questionnaire short with three or fewer options to fill. If you can use clicks or selections to enter details, that would be perfect.

Use Analytical Tools

The most popular example of such tools is Google Analytics. Now you can make it what am I talking about. However, there are many other options apart from this one as well. 

So, what does Google Analytics do? The tool assists website admins to collect real-time data regards to keyword rankings, site speeds, and more. Businesses invest in Google Ads or similar choices to take advantage of customized analytical data. 

Therefore, getting a hands-on understanding of who the target audience is and their lifetime values.

What to Keep in Mind?

Identifying the target audience isn’t all that rosy. Businesses face various challenges while identifying target audiences. Here is what you must also consider when reaching out to the consumers.

Government Laws

Laws related to data privacy keeps shifting with progress in technology and digital space. Governments along with consumers are becoming aware of the probable privacy issues that are a result of data collection, tracking and more. 

Therefore, companies and businesses must comply with the latest laws while building their marketing campaigns to maintain effectiveness.

Users’ Perception

Don’t you think finding out that someone is keeping tabs on you online feels creepy? That is the reaction when consumers come to know about tracking done by companies. 

Undoubtedly, a little monitoring is important to understand your consumer behaviour. However, it is also essential to draw a line where you think the identifying process can breach their privacy. 

Incorrect Data Collection

know. your target audience-incorrect data collection

Not every analytical tool you come across can offer advanced data collection measures. Therefore, to avoid inaccuracy of collected data, never rely on unknown metrics. Also, make use of multiple platforms without depending completely on one. 

Guess what, it would be inappropriate to target young girls for selling lipstick, even if they are using it. After all, the purchasing power is in the hands of adults. Also, parents consider their kids engaging in studies rather than pampering them with beauty products.

It can create a negative impact on your brand. 

Shared Computers and Devices

Know your target audience

It is usual to find one device being used by different family members in a house, regardless of age and gender. This truly can be devastating for companies when trying to figure out the target audience’s profile. 

The same is the case when a common laptop is shared among friends in hostels and colleges. This confusion can cheat even the most advanced tracking algorithms, ending in inaccurate data collection.

The Conclusion

Businesses depend on their target audiences’ profiles for building effective marketing campaigns. Knowing the age groups, gender, interests and more, allow marketers to come up with specific ads and promotional content that solves the consumers’ problems.

Therefore, you must know your target audience. Still, try offering them enough space to feel protected when it comes to privacy. 

Write Compelling Copies Using These Tricks

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If your copies aren’t compelling enough to encourage your readers to follow the call to action, you are making mistakes. Whatever you think of the content you just wrote, unless it isn’t creating sales, there is no use of it. Therefore, you must seek the best tips to write compelling copies. Otherwise, the efforts won’t pay you back.

I understand if you still have doubts about it. The good news is – with my experience and your motivation to become the top copywriter, nothing can stop you from getting there. Remember, before penning down your thoughts to create copies, you must ask questions to yourself. Would you be clicking on the ‘Buy’ button if you were the customer reading the message you just put up?

Well, that will explain a lot of things. And, the rest is explained below. Read about the most effective tips for creating copies that convert.

Learn and Research About Your Target Audience

Who is your target audience? If you are selling digital marketing services, you won’t approach an accountant working in a bank. Rather, you would like to reach the marketing team of companies that may find your services relatable.

Identifying your target customers will allow you to learn about their problems. Hence, it will become easier to provide a solution that is identifiable.

If you are vouching for a sports shoe brand, looking for customers’ primary concerns such as discomfort, unbreathable fabric, etc would help you create content that will hit their emotions. Or else, you may keep targeting the secondary aspects of the product such as colours and style, leading nowhere.

In other words, you must look into your customers’ preferences such as shopping and spending habits, highly searched keywords and more. Using these details you create your buyers’ profile.

Once prepared, all you have to do is keep these points in mind before you write compelling copies that sell.

  • Providing perfect solution at the most desirable price point (definitely keeping your margins intact)
  • Take care of the words you choose, the writing must resonate with your readers’ feelings and pain points
  • Explaining the value your products will add to their lives
  • Encouraging them with the right message take action

Make Your Customers Feel Special

Have you ever come across an offer that says you have been exclusively selected for the discount based on your past purchases? It must have made you feel special!

This same theory applies to your customers too. If you can tag to the emotions of your readers, your chances to persuade them surges exponentially too.

Whether it’s the fear of losing the limited offer or excitement to become an exclusive member, emotions do work. It prompts your readers to take the next step, either it’s subscribing to your newsletter or making a purchase.

Let’s understand this theory using an example:

Copy 1: “Our slimming tea can help you lose weight quickly”

example 1

Copy 2: “Loved by athletes and movie stars, our slimming tea not just let you lose weight, but keep the extra fat gone forever while tasting divine.” – Learn about the extra discount available for just the next few hours. The clock is ticking!

example 2

Did you just feel the difference? Suddenly the ‘Copy 2’ seemed a lot more appealing. Who doesn’t crave a body like athletes or movie stars? Plus, you did underline the pain point, the bland taste of most of the slimming teas.

Create the ‘WOW’ Factor

There have been a few brands that did it right from day one. Most of us have read about the story of ‘Nykaa’. The recent success of its IPO launch just made the brand even more successful and popular.

Nykaa, started in 2012, went to worth US $1.1 billion in 2020. And, after the closing of the IPO, the company was listed at $13 billion in 2021. This huge leap wasn’t just a night’s effort.

So, what was so special about this brand that left everyone asking for more. While everything was in place, the tagline of Nykaa did make some noisy sounds.

“Your Beauty, Our Passion”

A company promising to keep working for making beauty accessible to the rest of the world. Isn’t that something you too would like to spend for?

That said, when writing copies, you must find that ‘WOW’ factor that will make heads turn.

Creating a Feeling of ‘Losing Out’

You did a great job, looked for the right audience, their preferences, scored with their emotions. Now what?

Many times, the reader may slip away thinking the product is going nowhere. Therefore, creating a need for rushing for the purchase is very important.

Some of these messages may help you:

  • Limited time offer
  • The sale ends tomorrow!
  • Early birds offer
  • Miss out on it, never get it again

End with a CTA – Impossible to Ignore

Once everything is in place, and you know the customer is ready to take the next step, provide the exact roadmap to reach the destination. In other words, lead your target audience to the right action to avail the offer they just liked.

You don’t want to let the interested customer leave your website out of confusion. Therefore, the call to action (CTA) becomes very crucial at this stage. Plus, you must ask for what you have worked so hard.

However, it can get a little tricky at this part, formulating the CTA. You can use the standard CTAs such as “Buy Now” or “Click now”. But as per my experience so far, customers are more inclined to creativity. In other words, the more you experiment with what works for you, the faster you will get it right.

Try to make your CTA simple yet appealing. Be creative yet forthright. Precisely, you must dance to the tune of your customers.  

If your target customers are experimental and like to assess services and products in real-time, this CTA will better suit the context:

“Get your free trial, Starting Today”

On the contrary, for customers who seem curious and prefer to discover new things, the following CTA will do the job:

“Check how the Application Works”

In short, you must know your customers and their persona to better define the copies that entice them to take action.

The Takeaway – Write Compelling Copies

Do you think writing copies is a difficult task? It is, in a way, if you just want to finish off the word limits. However, those, who know the flow and the best practices to connect with the right audience, will know what to do.

The good news is: we all can create copies that work. Just a little push and some efforts in the right direction will work as fuel for the empty tank. So, keep refining what you know and see you again in my next blog.

And, do not forget to comment and post feedback. Would love to answer your concerns! Till then, keep honing your skills to write compelling copies.

Content Marketing KPIs – Measure Campaigns Success

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Content marketing is becoming more visible with the kind of perks it offers to businesses. To put it simply, it is easy to reach your audience through a properly planned content-posting strategy. However, the question is: how you can measure if your content marketing is working as expected? Well, through your content marketing KPIs.

Whether blog posts, or white papers, or infographics, whatever medium you choose to connect with your customers, it’s essential to keep tabs on every move you make. This way, you can easily improvise your strategies when and how needed. 

As per Gartner’s report, almost 85% of the marketers working around the glove utilize content management for generating more sales. However, not every business explicitly measures the success of their hard work involved in building content. In turn, these marketers can’t achieve their goals, often left with no clue about what went wrong.

But you do not have to end up the same way. Check the various key performance indicators (KPIs) and start assessing the effectiveness of your content marketing efforts.

Content Marketing KPIs

Unique Page Visits

Now that you have started putting up fresh content, it’s imperative to check the unique visits you are attracting. Find out the way your content is affecting the amount of traffic on your website. 

To do so, start keeping track of audiences visiting your page on a regular basis. From daily, to weekly, to monthly success, you can understand the difference your content marketing plan is making.  

Average Time Spent on Pages

Well, there is a lot of ways you can redirect traffic to your page. Whether it’s through paid ads or social media marketing, just a click can make people come to your website. However, the job does not end there. 

The time spent on your pages matters a lot. To know if your content was impressive enough, find out the average time spent on your pages. If your readers are staying long enough for skimming through the entire article, it’s certain that you left a great mark. And they might come again to your website later.

When your content seems authoritative, other businesses want to link to your pages. So, did you find out if other people are linking to your site? It is a good sign if the number of inbound links is surging. 

This in turn will also help achieve a higher ranking on search engines. Isn’t that what you want?

Page Shares

To understand how better your content is resonating with your audience, you can look for page shares. This might seem like an unnecessary metric for a few experts. But it certainly is worth tracking. 

Comments on Your Pages

Is your content intriguing your readers to spark interaction? Well, if you want to judge that, you must look for the comments you receive on your posts. This way, you can also assess the impact your contents have on your audience.

Track Your Cost Per Click 

In the majority of the cases, businesses often promote content using pay per click ads as well as various sponsored social postings. In case you are too spending money on these services, it’s best to track costs invested per click to find out returns for those campaigns.

There is no use if you are spending too much and getting less in return. So, ensure to take extra caution when assessing this metric. Any incorrect calculation can put you in losses. 

Another similar metric you must track is Cost per lead. This will also help assess your business ROI.

Keep Count of Lead Generation

If you are looking to generate leads from your content, make sure to measure the number of unique data you acquire from your posts. This way you can find out what kinds of content are getting you the most attention.

Subscribers

With a higher number of subscribers, you can easily get an indication of how aware your target audience is about your brand. Keeping the track of how fast you can increase the followers with your content, might help you plan the content better.

The Takeaway

Content management might seem like an easy job, but it’s not. What you post and when you post, together decide if your goals are achievable. Therefore, you must look back and take time assessing where have you reached, from time to time. 

And that is only possible if you keep track of your KPIs. Or else, you might end up messing up your marketing strategy. 

What is Copywriting? Briefly Explained

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Want to start a career as a copywriter? Trust me, there is nothing fulfilling watching your copies making a great influence on your readers. And, certainly, there are many perks of helping your clients meet their marketing needs. That is the reason why so many individuals seek to become a copywriter. But many still are sceptical about the question: What is copywriting? 

Many believe that the job simply requires spinning some words to make things look interesting. Sorry to break that myth, but copywriting is much more than that. And it’s not as simple as it looks. 

Not only you must sound persuasive through your copies, but you must find a way to resonate with the expectations of the target customers. That too using just a few words of sentences seem like a complex part. Isn’t it? Thankfully, I have got some insight into what it takes to become a successful copywriter.

So, let’s dive in!!!

What is Copywriting?

Image of successful female writer or journalist, makes notes in diary, holds pencil near mouth, wears round glasses, has dark hair, isolated over pink studio wall. Youth, education, creativity concept

Let’s answer the first question first. So, what is copywriting? 

Well, copies are everything that you read online or offline that evoke your emotions to act. It is persuasive marketing in the form of promotional materials that encourage the audience to either make a purchase, offer a donation, click on a link, subscribe to the newsletter, etc.

If you find buttons or links that say, ‘Read More’, ‘Buy Now’, ‘Subscribe’, you are reading a copy. 

But do you always choose to click that button? That is where the difference lies. Good copywriting isn’t just a page full of information, or a guideline to move forward and choose to subscribe or buy. 

A well written copywriting connects with its audience. It understands the pain and plans to provide the solution for the same. At the same time, choosing the right set of words to convey the reason for the existence of their services or the products.

For instance, if you read these two ads, which one would you try::

“We are the best coffee maker” – Try Us

“We brew coffee that compliments your taste buds” – Pick What’s Best: for you

Do not forget to leave your answer down in the comment. Or you can also leave your vote or comment on my Twitter post.

Coming down to writing copies, it is more about giving customers what they are looking for. Brand building will fall in place subsequently.

Dos and Don’ts of Copywriting

I feel that breaking every practice into Dos and Don’ts clarify most of the confusion. Therefore, how about we create our list that talks about what’s best for copywriting and what’s not?

Let’s begin!

Dos of Copywriting

  • Learn About Your Audience – Research what your target clients want or seek from your line of business
  • Address Your Customers Pain Points – In copies, you must talk about your brand. But learn to limit the content’s length to 20 per cent for explaining your brand’s value. And answer how you plan to solve your customers’ problems in the remaining 80 per cent. 
  • What You Get Instead of What We Have – In simple words, talk about benefits the customers will get from your products or services instead of listing features.
  • Direct ‘Call to Action’ – Make it clear if you want your audience to buy your product or subscribe to an email list or just follow you on social media platforms. You must be the one, guiding them rather, your customers trying to figure out ‘what’s next.

Don’ts of Copywriting

  • Try to Impress Everyone – Understand, if you are selling women’s clothing, you must focus on impressing the ladies. If you start writing for everyone, you may end up gaining nothing.
  • Copy Others – Keep copying others’ tone of writing thinking what’s working for them will work for me.
  • Sell Everything at Once – You may have a lot to offer to your customers. But too much information may confuse your readers. So, stay concise and keep it simple.
  • Stuff Keywords – I understand impressing algorithms and bots is essential. But it should not be your priority. Writing for your audience is equally important.

What Matters?

Do you know what matters at the end of the day? Your customers’ trust in your brand. And copywriting helps businesses reach out to their audience and explain how they are unique and valuable for their users.

If you can turn your copies into something that converts, you have got what it takes to be a copywriter. So, go on, test your capabilities, and lead the way for many brands to prosper in the future. Or, as we speak. 

Happy copywriting!!!!

Content Marketing for Beginners – Step by Step Guide

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We do talk about digital marketing and many even confirm that their strategies do work. However, even after so many years of shifting to the online space, there is only 69 per cent of marketers with documented content marketing strategies. If you are still new to the game, here are a few tips for content marketing for beginners.

Content Marketing Analysis

As mentioned, there are very few marketing experts that document their strategies. The above figure is very disappointing. Without a proper plan, it is not possible to assess the growth and success of content marketing efforts. 

In short, those with no content marketing strategy completely depend on luck for the success or failure of their efforts. This can significantly be improved with just a few simple tips to increase customers’ engagement through content that pays back.

And, if you are thinking about how to create unique strategies for your business too, you have come to the right place. 

I will be sharing the tips that I have learned while helping my clients reach their marketing goals with proper content marketing plans. So, without any further ado, let’s get started already.

Content Marketing for Beginners – Plan Proper Strategies on Paper?

Before you start, it is imperative to understand that why do you need content marketing for your business. Well, a lot of people just do it because others are. That is not the reason you should tag along to. On the contrary, figure out what you wish to achieve as a business. 

On that note, let’s start with the tips for creating a content marketing plan.

Think About the Content Strategy Goals

To start assessing the business goals, make three things clear:

  • Your target audience
  • What content will be most suitable to get their attention
  • What benefit your readers will get from your content

Once done, you can figure out the marketing milestones you wish to achieve through content marketing. Here are some of the examples of why businesses plan their content strategy in the first place.

  • To improve business revenue
  • Booking more sales and gaining desired high-quality leads
  • Increasing website traffic
  • Showcasing yourself as an influential leader. Thus, making your brand seem more reliable and trustworthy
  • Strengthening the SEO for more traffic
  • Reducing the cost of marketing with time as the content becomes more popular and effective
  • Increasing engagement across various social media platforms

Give Numbers to Your Goals – Establish KPIs

Now that you have set the goals, make those measurable by setting key performance indicators (KPIs). With specific KPIs, you can easily check off the milestones after achieving them. 

For instance, if you have been able to achieve a set revenue planned in the desired quarter, you have very well reached the target with your content marketing plan.

Here are some examples where you can set KPIs to measure the success of the content marketing strategies periodically.

  • Set revenue targets for each month, quarter, as well as year
  • Create a target for the number of new email subscribers each month or quarter
  • Target the ranking on search engines related to certain keywords

In addition, you must ensure to have an eye on the expenses you make on marketing strategies.

Analyse the Audience Demographics

We, as businesses, try to find out who will be interested in our services and products. However, only after starting to put up content, we can find out the exact demographic of the audience looking at what we publish.

This will further allow you to enhance your content strategies to suit the target audience. 

Check Where Have you Reached Consistently

Now that you have started posting content, it’s time to find out if they are working as expected. Check for how many new views you are getting on your post, are the comments positive or are there any suggestions from the users?

With the help of this analysis, you can find out where your target customers or consumers often hang out. Is it Facebook, Instagram or any other network? The content analysis also provides the countries from where you get the clicks. 

In short, you can check what time, which place etc is what you must target with your content.

Plan Your Content Posting Workflow

Once you have all the inputs you need to plan content, it’s time to get into some action. Create a proper team responsible for content marketing. If your company is small, you can manage with one or two people. However, for big businesses, the proper team with professionals mastering specific skills is essential. 

Also, before posting content, you must follow proper steps:

  • Start by creating the content outline 
  • Get approval from your manager
  • Prepare the post
  • Design or buy the accompanying images
  • Share the entire post including images with the editor
  • Update the post with changes, if required
  • Upload the content and publish

Measure the Results

You have already set your KPIs. So, once you start posting content, keep measuring your targets from time to time. If the plan isn’t working, change it and follow the same steps from top to bottom. 

The Takeaway

Seriously, you haven’t thought about preparing a content strategy by now? If not, it’s time you do. With every traditional shop getting into the digital market space, it has become more than essential to establish your brand online.

And, the best way to do this is through content marketing. Document your plans and get going. 

Why Copywriting is Crucial for Digital Marketing?

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Have you been listening to the term ‘copywriting’ and haven’t been able to understand the hype around it? Well, in the digital marketing era, where growing online isn’t as easy as it seems, copywriting could become a great aid for marketers. So, let’s focus on the question: Why copywriting is crucial?

Its significance is quite pronounced with the way its spread everywhere. Either its websites, ads, brochures, or social media, you can find plenty of mediums for sharing copies. If you want to persuade customers to choose a brand, copywriting will ease the job.

Not just a way to express your views about a brand, copywriting gets the work done. Precisely, it helps users take the right action. With attractive and informative copywriting, you can push customers to buy products or services, subscribe to emails or newsletters, and more.

The question is: why copywriting is crucial for digital marketing? What does it offer and what should we expect?

What Makes Copywriting Essential in Digital Marketing?

Isn’t it fascinating that a few words when put together become powerful enough to amplify your online marketing results exponentially?

There are many businesses that struggle to survive among the competition, even when having a great product to sell. It does sound depressing. But not being able to do anything about it would be even more painful.

Therefore, it is crucial to learn to play with words to communicate your brand’s value to the target audience. And copywriting enables you to do that.

In short, you can enjoy many benefits from the perfectly written copies. Here are some of the major reasons why copywriting happens to be so much popular.

Connects Businesses with the Right Customer

copywriting is crucial for digital marketing.

Instead of wasting time explaining your offerings to the wrong customer, how about connecting with the right ones? This would not only save time and effort but ease the overall process manifold.  

With perfect digital content, you can skip the pain of hard selling or pushing people to like what you have to offer. Through proper engagement with well-written copies, businesses have proved to thrive remarkably.

You won’t have to run behind your audience. On the contrary, the customers will pursue your brand and seek more information about your products and services. That’s the magic of perfectly blended content.

According to a study by the content marketing institute, high-quality content creation is the top reason for increased B2B success over the last year, cumulating to 85%.

Saves Businesses a Lot of Money

Marketing is incomplete without writing. And, with the help of copywriting, businesses can share their brand’s value in the simplest way possible.

Just by looking at the popular brands’ slogans, customers can identify the businesses, no matter how vast the competition is. It’s all because of those few words that magically evoke positive emotions within the customers.

“I am loving it”, a slogan from McDonald’s. Or ‘Because you are worth it” by Loreal. Aren’t these the taglines that could make you all ears right away.

Precisely put, when done right, the copy can help increase brand awareness, saving you from investing unnecessary money on marketing.

Let’s Focus on the Bigger Picture

By easing the marketing routine, copywriting enables businesses to focus on other aspects of the company. It’s not just marketing but the overall development that counts.  

So, while the copies help take off some load from your shoulders, why not go ahead and plan the next bigger move for expanding your business.

The Takeaway

Nothing beats the pleasure of watching your business gain popularity among the right audience. And, to connect with your readers, one must need the right mix of words. Either its keywords for the SEO strategies, description to follow through the website’s UX design, or something else, copywriting is everywhere.

Hence, if you too feel a need to give up the boring traditional writing and move to engaging content, try copywriting. It is very crucial in the digital world.