When you’re composing marketing messages, choosing content that willengage potential customers is your top priority. However, it’s notalways easy to know how to keep your customers’ attention. To createeffective marketing materials, research your audience and then shapeyour medium and your content to meet their expectations.
Identify and target your audience
Begin the marketing research process by identifying your key audience and determining the appropriate strategy for reaching that demographic. For example, you might consider audience age. If most of your customers are young, a marketing strategy that incorporates new concepts andtrends is likely to be successful. When researching your audience, youshould also determine their expertise level with your product.
Recent studies have shown that novice consumers tend to choose products by comparingshared features while expert consumers tend to choose products with less common, additional features. When you know your audience demographics,you also know which features of your product or service you shouldhighlight in your marketing messages.
Develop a message
Once you understand your audience, you’re ready to determine themedium and content type that will be most effective. For most modernaudiences, email marketing is a simple and useful place to start. Tocreate a memorable email marketing message, remember what you learned about your audience in the research phase.Then, develop an engaging and unique format, such as a story or anecdote about your company’s product, in order to distinguish your message from other marketing emails.
Customers in all demographics are interested in reading about theproduct’s usefulness, versatility and features in a practical context.Stories also create a narrative link with the product and encourage thecustomer to envision him or herself using and enjoying the product. When crafting your story, remember to highlight the aspects of the productthat will appeal to your demographic.
For example, if you’re selling printers to novices, you can focus oncommon factors like ink cartridge life. For experts, you would want totailor your message to include information about unusual features likethermal printing speed. Incorporating these product facts into anarrative will keep the reader interested and will encourage him or herto interact with your company.
After you have the customer’s interest, it’s important to provide the appropriate channels for communication. A recent survey has found that many customers lose their loyalty to companies thatdon’t provide opportunities for engagement. This fact highlights theimportance of participating in the current marketing trend towardcompany blogs, social networking pages and online video channels. Thesedigital means of interaction are vital because they give customers thechance to ask questions, interact with other product users and relate to your company on a personal level.
When you’re blogging, posting on social network sites or creatingvideos, remember to keep content short, sweet and positive. Customersare looking for a chance to see the more human side of your company, sogive them that opportunity.
Creating effective marketing messages boils down to knowing yourcustomers and delivering the information they need in a format that they can relate to and access easily. Research your customers and adapt your messages, from emails to social networking posts, to suit theirinterests, and you’re sure to grab their attention and, moreimportantly, keep it for many years to come.