Digital Marketing Audiences
Understanding audiences; who they are, what they want and ‘where they are’, is a marketing superpower.
Audience Strategy: Knowing who to talk to and how to reach them
Decide which channels are right for your business
There are more factors at play than being a b2b or b2c
- Where do they hang out
- Frequency of buying decisions and buying cycles
- Niche Industries or roles
- Are they looking for you, or are you looking for them
Define the activity at each stage
The same channels are useful for different phases of marketing, which can be confusing.
Marketing Phases
- Making new connections (search, social, partnering)
- Nurturing
- (sales)
- Client onboarding and success
Buying Phases are audiences
- Informational
- Problem
- Solution
- Process
- Service
- Product
- Provider
People can arrive at different places in their decision journey.
Segmenting?
Overlapping audiences gives you specificity to create traction for your content.
The humble website and your email system are the best tools ever invented to segment and have different conversations with your best prospects.
Who do you serve?
What is this site for?
- Curating digital marketing strategies and audience knowledge for specific business types
- Practice in integrating Outbound Social with Inbound Search, together with Email and the Website
- Help pick the right tech, and ‘walk the talk’
- Cultivate a community of interest so that we can learn from wider experience
- Partner with like minded individuals and businesses
Join a community of business owners, marketers & writers
Double performance and double it again; this is the goal. It is almost always through finding your audiences and writing specifically for them.
Integrated Digital Marketing
What does strategy even mean?
I define it as ‘deciding what will work best before doing it. By deciding what you will do – and what you won’t – you will make the best use of your resources.
Marketing Definition
The Chartered Institute of Marketing describe it as
“identifying, anticipating and satisfying customer requirements profitably“
Defining Audiences is a big part of Marketing. You will convert more interest into action by deciding who to work with first as part of figuring out where the highest value is.
People say the tools are not marketing, but I don’t see it this way. The audiences are made available by the tools. So, they are intimately connected.
For instance,
- Local Search defines an audience
- A TV Channel defines an audience
- Twitter is an audience
If you decide on an audience and can’t reach them (profitably), then it’s not an audience you can do anything with. Increasingly Digital Marketing Tools define the reachable audiences.
Content Strategy
This is where it gets interesting.
Keywords. Personalisation. Segmentation. Some amazing opportunities to design content for specific audiences and power results.
I also realise that Social Content and Search content are not the same. It is to do with timing the conversation, and the stage your audience is at.
Do we write first and figure it out later?
I can’t help but agree that writing is a perfect way to help dig into any strategic thinking. It can take an awful lot of digging even to articulate the problems to be solved.
If something is too tricky to plan (like the idea for this site), then it can all be reorganised later. The most important thing is to start.
