How Ottawa Advertising Agencies Help You Understand and Engage Your Audience
One of the biggest mistakes in ad management and marketing is to base your efforts on your own behaviour or anecdotal evidence. Just because you prefer using a certain channel for purchases doesn’t mean your customers will, too. This is a massive assumption and making it amounts to setting yourself up for disappointment. When it comes to implementing an effective marketing strategy, you need to know your target audience and tailor your marketing strategies to their needs and behaviours. And therein lies the real challenge! You need to get into the mindset of your target audience. You need to understand how they think, and how they make decisions. Easier said than done, right? Believe me, SEO TWIST and many other Ottawa advertising agencies are all too familiar with the challenge. It’s our job to shift our perspective and get into the mindset of your customers. From there, we conduct extensive research to determine the best ways to meet their needs. How do we do it? We start with target personas.
What Is A Target Persona?
A target persona, sometimes referred to as a buyer persona, is an outline of your typical target audience member. This is usually your ideal customer. Think of target personas as characters you use to play out common marketing scenarios. They’re typically developed around pain points, the main problems or challenges that your customers are facing. By determining some of the most common pain points, you can reverse-engineer some of the most common situations that would bring customers to your site. You probably already have a good idea of who your audience is, but if not, it’s time for a bit of research. Behavioural data from Google Analytics can help determine the age range and gender of your audience, including location data. From here, you can make some observations to help inform your target personas. Keep these questions in mind during your research:
- Where is your audience located?
- Which social media platforms do they use?
- What communities are they a part of?
- Where do they go for information?
- What publications do they read?
Getting concrete answers means you’ll need to get some feedback from your customers. From here, use your insights to inform your target personas. Remember those pain points, and build personas around the big ones. The info you’ve gathered will inform details like salary, family situation, interests, and much more.
Developing a Target Persona
Say you’ve got a car cleaning and detailing company. What does your ideal customer look like? Enter the target persona. Your ideal customer might be the head of a household in the suburbs, ideally with two vehicles. They’re in their mid-30s to late-40s, married, with three young kids and a dog. They work in real estate or finance and have disposable income, and their two vehicles need semi-regular cleaning and detailing work, say every 4 months. What pain points are preventing them from coming to your business? Let’s dive a bit deeper with this persona. We’ll give him a name, Nick, and with a bit of creativity, we’ll say Nick wants to take a bit more pride in the dream vehicle he’s saved for. All the same, he doesn’t want to spend tons of money on detailing work when the dog and kids are jumping in and out of the family cars on a daily basis. He’s DIYing his car cleaning and detailing but has trouble finding the time for it. Our persona, Nick, is looking for a fair-priced car cleaning and detailing service but is a bit apprehensive about the cost and quality of work. Using this persona can help you target people in this demographic. While the backstory we’ve given Nick is very specific, there’s plenty in there that will speak to an even broader group. Fair-priced, dependable work? Time-saving car cleaning services? Sign me up! This persona can then be used as the target of your marketing efforts. It helps inform the language you use in content, your CTAs, and even pricing, discounts, and sales. Of course, that’s not the whole story with getting into the mindset of your customers.
Is Your Brand Trustworthy?
Consumers are more aware than ever of online scams, and web browsers put a high priority on user security and safety. Google Chrome, in particular, will wall off websites it deems unsafe or untrustworthy; you actually have to opt in to visit in these cases. But even before that, if a site looks untrustworthy, or even feels off, it’s an immediate red flag for most users. Broken links, faulty forms, or a simple lack of professionalism won’t do your business any favours. You want to make a good first impression, after all. It’s necessary to develop your target audience’s trust if you want a chance at winning them over. Customers will choose to buy products and/or services from a company they trust will deliver on their promises. Ask yourself the following questions, keeping in mind your customers’ perspective, to see how reliable and trustworthy your brand appears to your target audience:
- How easy is it to find and purchase your products? Can your website be easily found online, through search?
- What is the quality of your customer service? Are all interactions, including product returns and replacements, positive experiences for customers? Are you confident that your customer service is the best?
- How do your products and services compare to your competition? What can you learn from them?
- How do your digital marketing efforts compare to your competition’s?
By answering these questions, you can find ways to improve your products, services, website, and online presence and build trust. You can also tailor your marketing efforts, such as communications, ad management, specials, and outreach specifically to your target audience. Of course, in some cases, you’ve got to rebuild trust.
Rebuilding Brand Trust
Rebuilding trust is an ongoing process, and it doesn’t stop once you’ve rebuilt your brand’s image. It’s part and parcel of your services and must be if you want customers to continue their support. Anticipating customer needs and answering their questions quickly and efficiently is a great place to start, and your social media accounts are the perfect place to engage with your audience. When in doubt, keep these tips in mind:
- Maintain and highlight your business’ values. Chances are, your customers will share some of these values, which presents a perfect opportunity to build trust and loyalty.
- Provide secure checkout options and proof. Customers want to know that their credit card information is safe. Secure badges or notices that the page is using a secure server will instill this trust.
- Maintain a professional, relevant web presence. This starts at your domain name or web address (just use your brand name) and filters through every aspect of your brand. That means a responsive, functional site with professional design and functionality your customers can count on.
- Be available, personable, and attentive. Empathy goes a long way. Understanding why your customers might be frustrated is the first step towards rebuilding trust or solving any challenges. By approaching customer service and engagement on a more personal level, you can easily humanize your company, creating a greater level of trust by offering personalized service and support.
A final thought: it’s awkward, not to mention sort of arrogant, to proclaim just how amazing you are. (You are amazing, we’re not doubting that! Humblebragging isn’t terribly popular, however.) Let others do it for you! Social proof, whether testimonials or reviews, speak volumes to your audience and are an amazing way to build and rebuild trust. Of course, sometimes, you need a fresh start.
Should You Rebrand?
Rebranding can help you get your business back on its feet if you’ve been experiencing a lull in sales. Here are three situations where rebranding might be the best way forward:
- Your brand is associated with a bad reputation.
- Your target audience has changed.
- You need to evolve to keep up with the competition.
If one or more of these apply to you, it might be time to give your business a new lease on life.
How to Communicate Your Brand to Your Niche Effectively
Communication is key to reaching your target audience. So consider using these tips to communicate your brand effectively:
- Know the social media platforms your target audience is using—and engage with them directly on these platforms.
- Know the type of content your audience is looking for—i.e. answers to questions with engaging, informative content.
- Be up-to-date and on-time with your offerings to accommodate the demands of your industry—i.e. time your posts on social media based on events, trends, or ideas that will drive readers to your content.
- Stay consistent with your content—know when the best time is to post content and always post valuable, quality content on a regular basis.
- Be responsive—spend as much time and effort engaging with and responding to your audience’s comments and questions. This real-time response will show how much you value and are committed to your audience and will build loyalty and trust in your brand.
Contact a local web marketing company for help in reaching your target audience effectively. An internet marketing company will help with market research, ad retargeting, rebranding, web design, and content marketing so you can better understand and engage with your customers, and build their trust.