When it comes to promoting their brand, digital media organizations need to create focused advertisements and marketing campaigns to attract the attention of their target audience. When you understand what makes your audience tick, you can make the right decisions to efficiently retain users and expand your existing community.
But spending money on marketing can be a waste of time if you don’t know how to determine what your target audience should be. With so many potential customers on the web, there’s a wide variety of preferences and tastes to account for. It would be ideal if you could implement a marketing strategy that covers the widest possible range - however, the best chance for success lies in identifying a specific niche audience that’s sure to love your content and focusing your efforts on them.
Platforms like viafoura.com’s solutions help you and your digital media brand acquire and analyze the data you need to find your digital audience and tailor your marketing to attract more consumers. Here are some key steps that you can follow to successfully determine and focus on your target digital audience.
Showcase Value, not Function
It’s easy for digital media brands to get their marketing efforts caught up within the various features and content categories offered to readers. So much so, in fact, that some completely forget to consider what the user wants. Your vast and diverse offerings don’t mean much if the reader isn’t interested in the topic at hand, or if they’re not finding the specific content they were looking for.Instead, focus on targeted marketing that takes into account the individual user’s preferences. Use data (preferably first-party) to make meaningful connections between the content you’re offering and their interests. It’s also a good idea to focus media efforts on communicating what benefits you bring over the competitors, so they’re clearly aware of this before they make a decision to buy.
Analyze Your Existing Audience
Your existing audience shouldn’t be ignored during your marketing efforts. In fact, they’re a valuable source of information and a good guide on what types of customers are into your content and platform. Based on their individual preferences and behavior as they engage with your brand across various channels, you can gain a lot of meaningful data that can be analyzed to build an accurate profile on the ideal target audience member.There are several easy-to-deploy software solutions that can be implemented onto your website to parse and analyze your audience’s data and provide meaningful insights. You can easily leverage this data to get an idea of what your audience likes and doesn’t, and use it towards improvements and changes on your platform.
Look At What Your Competitors Are Doing
One of the best strategies for keeping up with the market is to take a leaf out of your competitor’s books. Depending on where you are in terms of experience and ability, you might be able to learn a lot from looking at how other digital media brands are reaching out to potential users.Whether it's their handling of social media accounts, advertising strategy, or their content itself, there are several factors that come together to make a brand enticing to a digital audience. Make consistent efforts to emulate what works for your competitors, and you’re sure to see it start working for you too.
Reach Out to Your Users with Questionnaires to Get Feedback
If you’re finding that you have plenty of visitors to your platform but your conversion rates are lower than expected, it's a good idea to take in consumer feedback proactively through questionnaires or surveys. You can ask questions related to their interests, opinions on the content and platform features, what improvements they think could be made, and what factors play a part in encouraging them to convert.Surveys and other tools like this can give you a closer look at what drives potential leads to convert and what prevents your visitors from becoming paid subscribers. There are several free survey tools, such as Google Forms, that can identify your audience persona and decipher what’s missing from your strategy.
Analyze trends and patterns in your user feedback
Using surveys and other forms of data gathering, you get a lot to work with when assessing potential areas of improvement in your brand’s approach towards the customer journey. However, it’s just as important to look for underlying trends that might point to a bigger problem in the long run.For example, you might change the layout of your sports section towards a cleaner, more user-friendly UI, but instead get a negative response overall. Analyzing user feedback across the board might reveal that your update removed a key convenience feature that many individuals liked.
It’s not just direct improvements - keeping an eye on trends that unfold over an ongoing period of user feedback is a good way to stay on top of how you can improve your brand reputation amongst users.
Try to Establish Your Own Niche
Users are most likely to remain engaged with your brand and keep returning to your platform if they can occupy a niche that no one else quite manages to cover. This largely depends on your brand’s willingness to pivot and adjust their content strategy for the sake of more impressions and conversions, but can be quite manageable even without a significant shift in your goals and practices.Make this clear to your audience as well - nothing resonates more effectively with your users than when your description of an ideal audience member suits them perfectly. They’re likely to keep you as their first choice for content and news services when they realize that you’re catering specifically to their niche.
Conclusion
The process of identifying and effectively targeting the ideal digital audience for your platform is not easy, and it doesn’t happen quickly either. It’s a process that takes time and continuous effort on your part as a digital media brand. But by following the suggestions we’ve covered, you’ll be well on your way towards expanding your brand’s reach across the web and converting more users into paid subscribers.
Ashutosh Jha
Ashutosh Jha is a professional blogger, Blog and IT Consultant. He writes about Blogging, SEO, Making Money, Internet Marketing and Web Design.
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