Transform any snooze-worthy topic into more engaging content with these helpful tips. They may just reveal how to create content that people will want to read – even for topics that seem ‘boring.’
Are you ready to revamp your content marketing strategy? Maybe it’s time to try the simple, yet effective, “hub-and-spoke” method. This method could be one way to drive more traffic – and potential new clients – to your site.
The Hub and Spoke Content Strategy via @jimmy_daly
Content marketing is here to stay – and it can provide some unique benefits when the right strategies are used. Check out this solid case on why it’s time to invest in content marketing for your business (if you haven’t already).
Building The Business Case for Content Marketing via @michaelgerard @curata
If your content team is not working with a “core content strategy statement,” your content is likely not performing as well as it could – in search engines and with your target audience. Here’s a guide on how to develop and use a core content strategy statement to get better results from your content marketing efforts.
Keep Your Content On-Strategy With This Single Statement via @meghscase @CMIContent
If your content isn’t converting your target audience into new customers, you may be missing this important piece of the puzzle. Here are some useful tips on how to fill that gap and start using your content to generate more sales.
5 Ways to Use Content to Get More Sales via@neilpatel @quicksprout
Social Media Marketing
Facebook Custom Audiences can empower you to target potential clients when email isn’t an option – and it can help you “actually do it in a smarter, more targeted way using Facebook ads.” Here’s how.
Behold the Awesome Power of Facebook Custom Audience via @larrykim @WordStream
This guide uncovers how to use the data from Facebook Insights “to pull together audience personas for very little cost other than time, effort, and a Facebook account.” With these personas, you may be able to develop more targeted – as well as more engaging and successful – Facebook campaigns.
How to Create Audience Personas on a Budget Using Facebook Insights via @the_timallen @moz
If you haven’t tried to leverage LinkedIn for new leads, here’s are some actionable tips on how to get started. This may be an effective new avenue for growing your client base, as well as your business.
Generate Leads from LinkedIn Through 6 Simple Steps via @neilpatel @quicksprout
Instagram, one of the fastest growing social media platforms, holds a lot of potential when it comes to social media marketing for brands. Here’s why – and what you can do to start using Instagram strategically to positively “impact on your reach, brand awareness, and ultimately the revenue of your company.”
How to Build Your Brand With Instagram: 4 Tried-and-True Tips @nathanhchan @hubspot
Are you looking to hire a great new employee for your company? Here’s how to develop a compelling job post for Twitter and make sure it’s seen by your target candidates.
How to Create Visuals For A Twitter Job Search via @RyanMcCready1 @venngage
The Marketing Psychology Series: How to Find Your Ideal Client Online (Part 3)
Knowing whoyour target audience is important to developing effective digital marketing campaigns that can drive more traffic and new leads to your website (and your business’ front door). While demographics data can be an essential part of this effort (as explained in the previous weekly), so too are psychographics data.
In fact, psychographics can help you develop and complete the picture of your ideal client. And that can be the key to:
● Building better connections with these clients
● Getting good referrals from these clients (as well as positive online reviews & ratings that can boost your brand’s presence and authority online)
● Growing your business.
So, continuing the Marketing Psychology series, this week, I’m focusing on how to use psychographics to pinpoint and connect with your ideal client(s).
Target Audience versus Ideal Clients: What’s the Difference?
Before I dive into psychographics, it’s first important to make a distinction between a target audience and an ideal client (because there are subtle but important differences between them):
● The target audience is the general group of people who are likely to be interested in and/or buy your business’ products and/or services. This can include people of different ages, backgrounds, professions, socio-economic statuses, etc.
● The ideal client will be a specific type of person within your target audience (or a distinct ‘segment’ of your target audience). This will be the person who is the BEST client for your business, the top 20%.
The Ideal Client, is the client you enjoy working with, someone who therefore gets your best work and it’s almost effortless as you’re in the zone. Not the nagging client that you dread talking to but the one you are excited to hear from and can’t wait for the next project. The Ideal Clients not only pay more and cost less, but they refer other ideal clients.
If you have your Ideal Client figured out, You’ll Never Work another Day in Your Life.
Psychographics & Your Ideal Client: How to Use Psychographics to Identify Your Ideal Client
So, how can you find out who your ideal client is (so you can be sure to target them via your digital marketing strategies and campaigns)?
The answer: Psychographics.
Psychographics is basically the analysis of the social aspects of a group or subgroup. In digital marketing speak, this refers to ‘social data’ like (but not limited to) the following facets of group (or segment of that group):
● Values and beliefs
● Opinions and attitudes
● Lifestyle, interests and hobbies.
This data can be a little more challenging to pin down (than demographics data) because it takes a little more critical thinking about how the above factors could influence someone to patronize your business. To start dialing in these details – and using psychographics to clearly identify your ideal client, here are some questions to ask yourself (and answer):
● What are the personality traits of my ideal client?
● What does my ideal client do for a living? Does (s)he prioritize his or her career (or not)?
● Is my ideal client religious?
● Is my ideal client politically and/or socially active?
● Is my ideal client athletic or focused on fitness and health?
● What type of music does my ideal client like?
● What does my ideal client do in his or her spare time?
● Does my ideal client have kids (or strong family values)?
● Is my ideal client Internet-savvy?
Of course, these are just a handful of questions to get you started. As you start answering these questions, others may pop up – and finding the answers can help you develop an increasingly detailed picture of your ideal client.
Psychographics & Your Ideal Client: The Bottom Line
When it comes to using psychographics to identify your ideal client, the bottom line is that it can help you determine exactly why someone would buy (or is buying) products and/or services from your business.
Knowing this why factor can be pivotal to crafting the messages, strategies and campaigns that will attract your ideal clients – and turn them into repeat, long-term clients.
Have you used psychographics data to identify or reach out to your ideal client(s)? Do you need help getting started?
Tell me more about your experiences, challenges and successes with psychographics on Facebook and LinkedIn. And stay posted for the upcoming edition in the marketing psychology series when I’ll share tips on the best ways to capture your ideal client’s attention online.
In the meantime, don’t hesitate to get a hold of me on social media to ask a question about any aspect of digital marketing (or just to say ‘hi’)!