So you’ve started inbound marketing to attract your target audience (if not, read 5 Reasons Why Inbound Marketing Works). Good choice. However, when you’re using inbound marketing as your online marketing strategy, you might be tempted to aim your new content at the most widespread, general audience you can think of. After all, more views equal more sales, right? Well, that’s not actually the case.
Here are three reasons why creating content to attract your target audience is fundamental to your successful online content strategy:
Consider this: prior to mainstream internet usage, it took 2-7 touch points to close a new customer. That figure has been tracked to have grown to 28-62 touch points because of the access to information customers now have.
Content makes up those touch points for you – building the trust and confidence every customer searches for before they buy. Just be wary of repetition with your content, and trying to solve the same problem – in the same way – more than once.
Imagine and then research the steps that persona would go through in order to consider buying from you. Then, predict the problems each potential customer would encounter during this process (i.e. on their buyer’s journey). Produce content that alleviates concerns, smooths over problems, and answers questions. You’ll ultimately guide the target audience toward choosing your business over a competitor’s.
If you’ve repeatedly solved problems and successfully predicted the buyer’s journey, this will give brand recognition, and will result in more sales.
If your audience trusts you and your knowledge, they’ll share your content. Therefore quality content keeps paying for itself again and again. Eventually increasing your brand visibility.
To build the kind of brand loyalty that has customers returning again and again, you need to: