Successful online selling has a lot to do with getting to know your audience and establishing a sales funnel that doesn’t feel like one. That comes down to engaging content.
In my last article, I touched on the ugly truth of vanity metrics, and how to create activation funnels that support your business objectives. Today we are going focus on how to get to know your audience so you can grow and retain an involved target audience as you take them through your click funnel.
Know Your Audience Personally
First, up, it’s time to get emotional, and not just randomly.
The first step to getting emotional with your audience is stepping into their shoes. More often than not, you have several segments within your audience.
If you haven’t already, get clear on the top two segments of your audience. Avoid huge age and interest variables, get as niche as possible. Scour your Google Analytics, as well as Facebook, Instagram, and newsletter analytics.
When do the likes, comments, and replies come pouring in?
Read: How to Make Data Work for Your Small Business
What segment of your audience is most engaged…The vain? The brain? The hippie?
Get to know her and his online habits, what they read, where they go, what movies they watch, and which causes they find important. Take the time to do this. It is a focus group at your fingertips, and you are a fool to not pay attention.
Once you get to know them, speak to them by keeping in mind all that you learned from analyzing your insights, as well as, doing market research for your demographic.
Connect Your Content with Your Audience
Establish an emotional connection by revealing the humanness behind your brand or growing business. It doesn’t matter if your business is you or if you provide products and services under a separate name. Your brand has a voice and a heartbeat, it’s up to you to translate that knowledge of your audience across your digital real estate.
Show that you know your audience by building a strong online community.
Nickname your followers:
Beyoncé has her beehive.
The women I empower are my Shero’s.
SoulPancake has a company value of approaching all readers as if it’s their birthday – always in a celebratory tone.
So, what will you call your audience? What will be the tone of your messages and how will you respond to comments?
Invite your audience and your business into the same space. You can make this space in the comments of your Instagram, blog, or Youtube channel. Perhaps you start a private Facebook Group or host monthly web events with webinars or Facebook Live.
Invest your manpower wisely, as this way of communicating should be where your target audience engages with you the most.
Commit to Your Target Audience Exclusively
After you’ve gotten to know your audience, engaged your audience, and built a community (realistically this can take you a minimum of 2 quarters) your audience insights will tell you how to diversify your products or services in a way that meets the demand of your audience.
Your insights serve as your product development team.
Once I tuned into my own insights I was able to see that although my written book was helpful, my readers really wanted me to guide them through it. By getting to know my audience and understanding this demand, I was able to build an online course to further engage my target customers.
Make an internal note, the product or service you create based on these insights should be revealed exclusively to your community for two reasons:
To confirm your commitment to putting them first and
To show that you know your audience by really hearing them
Internally, you are able to beta test your products or services within this niche group, before providing it to a larger audience.
These are just a few of the many ways to know your audience, and there are a variety of ways to sustain your engagement. You have to commit to surveying the data from your audience on a consistent basis. As they shift, your business should too. If you keep getting to know your audience every day, you will always stay relevant in their minds.
As always, I always look forward to your comments and ideas. Share with me below.