So, you want to run a business, but your marketing team finds themselves struggling to find that expansive audience. Ideally, a marketing team wants an audience to be large, diverse in race, age, gender, and fairly active. How can you achieve this following? Advertising, utilizing search-heavy keywords, and writing for high conversion rates will only carry your team so far. You must reach out to your audience on a personal level to discover common ground with them. Ultimately, you need to find a “mutual truth” between the customer and the brand and then connect with them.
What defines this mutual truth? One way or another, the members of your marketing team and brand share something with the audience. It can be their humble origins, experiences with family, or other life events—a common and mutual truth. This truth can lead to both what the consumer wants and what the company wants.
For example, the customer needs health insurance for their family, and your brand wants to sell that insurance policy. The basis for that truth has been found, but what can you do to find that truth and expand your audience? By utilizing just a few strategies to engage the audience, your marketing team can succeed and connect to the audience.
The usefulness of having and utilizing important data is no secret to content marketers, but data needs to be used properly. You may have heard of resources that are “data-driven”—solely relying on providing data and nothing else. Providing your audience with data involves beyond throwing numbers at them—those numbers need context to create a full picture.
Using data helps provide your points for what goods or services you provide, but your team must go beyond that. The data you provide—statistics, definitions, observations, examples—need to illustrate a greater picture. If statistics say something negative about society, how can your products or services improve those statistics? Rather than taking in basic assumptions and regurgitating them, explore the unexplored themes that can attract a greater audience.
A great marketing writer does not simply throw empirical data at their audience but utilize it for a purpose. But what might be some of the most important types of data to provide? For an audience looking to be informed and enlightened, consider using the following such as:
Any audience can say they have seen numerical and linguistic data provided to them. Numerical data provides numbers and statistics for the viewer—like how often people post on social media. By comparison, linguistic data uses language to communicate information such as descriptions, statements, recordings, and transcripts. These examples are used frequently to easily convey information to an audience but can be applied further. In fact, the lesser-used visual data typically help attract the most attention of the three.
People are easily stimulated and attracted to visual examples—they want colors, shapes, and images that speak to them. With both numerical and linguistic data, you can pair them with visual data. This includes using visual images as examples for linguistic data or graphs to communicate numerical data. By using visual mediums to capture and communicate the ideas of the data, you not only communicate it more efficiently but lure in even larger audiences.
When a marketing team aims for an audience, they can easily make common assumptions about what their audience wants. The elderly wish to feel young, men want to talk about sports, women strive for physical beauty, etc. These assumptions themselves may not be wrong, but they can be predictable and easy to target. Therefore, chances are that many businesses have already found this niche that certain audiences need. Most businesses will not thrive and prosper through following other examples—they must go beyond audience expectations.
Through research and talking with your target audience, you might be surprised to find different results than you expected. In fact, your results may lead you to a new conclusion and idea that perhaps your audience never expected. This idea of the unexpected is what your marketing team should strive for. One of the greatest elements that attract an audience is by offering something they may not find anywhere else.
Those unexpected elements and offers may be the mutual truth your team strives to find—and the one that will best connect to the audience. If you find your business struggling with its current team and strategies, assistance may be available. Through services such as law firm marketing, social media management, and blog distribution networks, Actionable Agency can help. By offering many marketing solutions and web development for law firms across the country, we extend their reach and develop their business. At Actionable Agency, we can provide an analysis of your current strategy and website of your firm to help formulate new solutions. For more information, call us toll-free at (855) 206-9689.