In an online world where access is easy and fads come and go, you’ll need a bedrock of loyal customers and/or markets that guarantee conversions or at least high-value clicks. Focusing your approach is important; one of the ways to do so successfully is to know who your market is. There are different types of audiences; knowing these allows you to formulate effective marketing strategies.
The seeker has a need or a problem that needs an answer, SEO experts say. They search online and compare different brands before making a decision. Seekers may be shoppers, readers, listeners or visitors of your websites. To enable you to identify them, they display certain characteristics, which include:
- They are searching for something that interests them.
- Grab their attention by offering relevant pages that match their interests.
- They have full control over their consumption, entering and leaving as they see fit.
Someone isn’t on your seeker list unless they arrive at your online properties, such as blogs, event pages, website or other similar places.
The people in this category are those that discuss your brand online, but aren’t necessarily customers or visit your media pages regularly. It’s important to know who these are and what they say about your company. When you research about broadcasters, you are able to identify potential brand advocates and influencers who are important to formulating strategies.
The amplifier is much like a mini media company; he or she has an audience and may help you spread the message of your content marketing strategy. Some may already be in your networking, providing you with their expertise in some form or other; they may be influencers, reviewers, analysts or other similar people.
These are some of the audiences to consider when formulating an online marketing strategy. Knowing these people allow you to clarify and create a cohesive brand message.