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Everything You Should Know About Your Audience

11 November 2021
by James Skellington

There’s no question that the digital revolution has altered the ways in which audiences engage with and respond to marketing. And thanks to pacy advances in data, technology and analytics, our approaches have evolved drastically too.

But the journey doesn’t end there – our marketing landscape is ever-evolving, so it’s vital that marketers continue to keep in touch with the needs of their audience if they want to stay ahead of the competition (and there’s certainly a lot of it kicking around!).

Navigating such a capricious environment can be a daunting prospect, and many marketers feel under equipped to deliver strategic solutions effectively. That’s why we’ve compiled a handy list of tried-and-tested pointers to help you achieve optimum prospect and audience engagement throughout your comms…

Always Segment Your Audience

It might not be a metric, and it might not be technical, but organisation plays a pivotal role in ensuring you nail the delivery of your comms.

Segmenting your audience into specific groups based on their individual interests and interactions avoids mediocrity because your marketing messages are tailored to resonate specifically with certain people, rather than sending what you think they want to hear, or trying to reach too large of an audience with a ‘batch and blast’, irrelevant email.

Focus on Personalisation

Not only is personalisation fast becoming a competitive advantage in marketing, it’s also something audiences expect from their interactions with brands.

Gone are the days of generic consumption – what people really want nowadays is a compelling, relatable and laser-focused experience, tailored to their individual of-the-moment interests and needs. And with such a huge volume of content bombarding audiences across multiple delivery channels – can you really blame them?

“But how are you supposed to know what every single one of your customers is interested in?” you may ask. That’s where marketing automation and insight comes in. By utilising data that you already have on your audience, you can segment your database into organised lists and workflows, then send hyper-personalised content to the right people, at the right time.

It makes sense, doesn’t it? If customers feel like brands are speaking directly to them, they’re more likely to consume, respond, and, in turn, trust you over your competitors.

And there are even more benefits to plugging in intuitive marketing automation, too – especially in how it can help you transform your return on investment. Providing crucial insight and more sophisticated ways of evaluating engagement, you no longer have to rely solely on ‘vanity metrics’ – instead, you can unlock the powers of lead scoring and paint an even clearer picture of your audience.

Lead Scoring Explained…

This measurement involves assigning numerical values to each lead you generate, based on attributes such as webpage engagement and content downloads. Naturally, individuals who are assigned the highest number are the most ‘valuable’ as they’re the most likely to convert.

That means your sales team can prioritise leads that are deeper in the marketing funnel, leveraging any information that has already been provided to develop a more personal touchpoint – such as a phone call – to achieve conversion-rich results for your business.

But these conversions aren’t the only benefit of lead scoring – by working to understand your audience on a more granular level, you can instil a greater sense of loyalty and (you might sense a theme here) rise above the competition.

Web Tracking is Your Best Friend

Although not the most elaborate of marketing solutions, web tracking should certainly not be overlooked. The more information you know about your audience – no matter how small or seemingly insignificant – the better equipped you’ll be to make savvy decisions.

By clicking onto this blog, you’ll already have sacrificed info such as your location, session time and which pages you’ve visited. But don’t be alarmed, brands do have a responsibility to follow strict GDPR rules and regulations about how they collect and utilise any data they receive.

So, should you be tracking everyone who visits your site? Absolutely not.

Tracking metrics will vary from business to business, depending on of-the-moment campaigns and objectives. Where something works as an excellent performance indicator for one organisation, it might be completely unproductive for another. As long as the metrics you choose are well-defined, easy to measure, and aimed towards meeting the current goals of your brand, then they will be hugely beneficial.

One Final Thought…

Getting to grips with the needs of your audience is crucial in today’s ever-changing marketing climate.

It’s not the quickest process, nor the most straightforward – but good things take time. And the more you know about your audience, the stronger your comms will be.

By starting with these tips, you’ll have a sure-fire foundation to grow your business successfully.

Download The Ultimate Guide to Marketing Automation today, to find out more on how to understand your audience.

Plus, supercharge your marketing by arranging a demo of Force24 – the UK’s fastest growing marketing automation platform. Call: 0845 272 5990 or email: info@force24.co.uk

Photo of James Skellington
James Skellington
Field Sales Manager

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