Building a digital audience in this day and age is crucial for brands. Technology is developing at an incredible speed, helping to reach customers that far surpass the limitations of traditional marketing. Having a global reach via the internet means a brand can reach a far larger and more diverse audience.
Brands do well when they are able to target customers that will most likely use their product. This is what sets digital strategies apart from traditional marketing methods. Digital marketing allows companies to focus on specific consumer interests, behaviours and demographics, enabling them to target specific audiences.
Since digital marketing is more cost-effective than traditional marketing channels, brands can reach more people while spending less. By focusing on identifying and connecting with your audience, providing value, building relationships and quality content, brands can attract a strong online following.
Identify the target audience
The first step to successfully building a digital audience is identifying the target market. By defining who the audience is, businesses can create a marketing strategy that speaks to that target group in a unique way. Marketing strategists can ask themselves questions, such as who the customers are, what their lifestyle is like and how this product or service complements or improves that lifestyle.
Brands that excel have a clear voice and personality which resonates with their customers. Apple, for example, has consistently focused on design and innovation. This resonates with its tech-savvy consumers. Apple’s message is clear: consumers that are searching for cutting-edge technology that is simple and elegant should look no further.
Patagonia is another example of a brand that has echoed and aligned itself with the values of its audience. Outdoor enthusiasts who care about protecting the planet generally support social responsibility and environmental sustainability. These concepts are at the core of the brand’s messaging.
Coca-Cola similarly cultivates a connection with their consumers by focusing on a particular message. The brand aims to bring people together so they can make memories. People of all ages can appreciate the nostalgia and sense of community created by Coca-Cola’s marketing campaigns.
Connect with the audience through the right channels
Once the audience has been identified, companies need to choose the appropriate channels to reach the target group. Each social media platform has its own followership. For teenagers and young adults, platforms such as Snapchat, Instagram and TikTok are popular because of their focus on visual content and interactive features.
Facebook is more commonly used by adults and seniors who want to connect with family and friends, while LinkedIn is a professional networking platform suited for career-orientated individuals. Twitter is popular among news and information seekers due to its real-time updates and succinct format.
Provide value to your digital audience
To best understand the needs and preferences of a target audience, businesses should identify what their audience values. Companies that align their values with those of their audience increase and fortify brand loyalty because strong emotional connections are formed. This authenticity and highlighting of values often lead to repeat business and positive word-of-mouth marketing.
By identifying what an audience values, brands are also able to stay competitive. The ability to create unique value propositions allows businesses to set themselves apart from other brands. By building strong relationships with their digital audience, companies can stay ahead of the competition.
Knowing what the audience values requires research and analysis. Large businesses can conduct market research through surveys, focus groups and interviews. This sheds a light on what motivates consumers’ purchasing decisions.
However, this can be a costly activity and most marketers prefer to tap into the wealth of data on audience behaviours that can be found when analysing social media data. Digital marketing has made it easier than ever before to gain insight into an audience’s interests, opinions and behaviours through big data analytics.
Build relationships with your followers
Real-time interaction through social media and other digital channels helps build strong relationships with customers, which increases user engagement. Building a loyal following equals more sales over time.
Social media allows businesses to connect directly with consumers in an organic way. If content is engaging, it is more likely to be shared. This helps to build an online community for the brand. Businesses need to post fresh and engaging content to consistently maintain their following.
Another way to engage with followers is through comments and messages. Regular communication with online communities makes the brand more accessible to the end user. Businesses should ensure quick response times to messages, keeping responses positive. Any issues raised by customers on online platforms should be dealt with quickly. This will ensure that any problems with products or services do not affect the company’s reputation.
Focus on quality content
Once a business has established a core online following, they need to maintain this relationship. This can be done by creating valuable content that is relevant and interesting to the audience. Videos, blog posts and social media updates all encourage engagement, especially in the digital age.
Creating a digital audience takes time. Consistently engaging with your audience and following the steps above will help build a strong online presence. Overall, building a digital audience is essential for brands that want to remain competitive in today’s digital age. By leveraging digital marketing channels to build a strong following, brands are able to increase brand awareness, engage with their customers and drive sales and revenue.
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Mobimeme offers content marketing, SEO, analytics, social media management and expert direction in the digital sphere. Building and growing online audiences for your business is what we do best. Get in touch with us to find out more about our package offerings and how you can improve your website and following.