Content marketing is still one of the hottest marketing trends around but may not always be a sustainable strategy for some businesses and it has hit marketing like a tornado. Marketers, indeed are no longer impressed in reaching audiences in any medium. They claim that there is no guarantee of using social media, not Facebook, not Instagram, LinkedIn, Twitter or YouTube.
Some key takeaways include:
Public relations faces difficulties with traditional media’s current challenges, as there are now other news outlets close up shop.
Organic social media content continues to decline.
There are paid advertisement and click-through rates to broad audiences that are far-out.
These highlights reached large, broad audiences that require more funding and effort that are affordable only to the large scale companies. So what should we do?
Even when you put a simple advertisement on Facebook, the initial question Facebook would ask is, “Who is your target audience? Your ad may not know your audience and is unlikely to reach your potential customer, but it is going to cost you more in extravagant media ads.
The truth of the matter is, without an audience-first marketing strategy, every angle of marketing will get you to cost more of your time and money
Audience-First Marketing is Your Best Marketing Strategy
Honestly speaking, audience-first marketing strategy structures every aspect of the social, digital, content and other media spend to the audience’ needs and business goals. Before you do anything else, invest in audience-first marketing strategy in terms of researching, understanding, linking and targeting your audience.
On the brighter side, social media networks and other social ecosystem gives astounding ways to further connect deep not only the demographics and geographics but also the psycho-social needs of their existing audience and potential audience.
Marketers learn how to use digital advertising solutions using refined audience data that allows dealerships to target potential shoppers with relevant content.
Although marketers would claim they already know their audience, the fact is many are still not exhausting efforts more than throwing social content and media splattered at the wall and hoping it would stay there.
Any company or organization that wants to be in longterm business needs to spend the time to research and know their targeted audience so that segmenting, targeting and implementing an audience-first marketing approach is done properly.
Here are some pointers you need to consider:
- Understand how you can segment your traffic or CRM data to come up with relevant audiences, then cater to different messages thru segments.
- Learn how to re-market with all your channels, so that your identical audiences can be more active.
- Learn how to provide agencies with dealer CRM data that can help them create relevant audience strategies.
Also, marketers need to learn the following
- The what, why and how of audience marketing basics
- Why audience-first marketing is important
- How the target audience is defined
- How does audience targeting work
- Similarities and differences of an audience and market segmentation
- Segmenting markets and audiences using demographics, geographics and psychographics
- Knowing the important role of a buyer in marketing and targeting
There are numerous guides on “how to” and “best practices” marketers can adapt and follow. But the truth is, if your audience does not feel any connections with it, your company or brand will not make that success.
To develop a successful marketing campaign, understanding your customer on a primitive base is the only thing that you need to consider first.
Paying attention to your customer’s needs can help improve relationships with the audience and they have proven to retain customers. Why? It gives customers the feeling that they are given special treatment.
Studies say that there are 90% of consumers that found personalized ads appealing, while there are 80%
that they are more inclined to do business with a company that offers a personalized approach.
With the customer-centered marketing approach, companies stop trying to tell the audience what they should need.
The imminent advantage of an audience-first marketing approach is obvious: it is about quality audience over quantity. An audience-first grasps the idea that a tailored marketing strategy is a more effective choice.
One sperm cryobank used an audience-first strategy and result showed that there is a massive 14,285.71% ROI. It was done thru a mix of audience-first techniques. The resources include targeting a very specific demographic, keyword mining, geo-targeting, and social media campaigns. The audience was addressed in the right way and it worked.
A more fundamental advantage of audience expectation is arising. There are growing consumers who expect a more personalized experience. Ads are now convenient, relevant and authentic. A badly worded-ad or a misplaced ad can push potential customers away in an instant. With audience-first, the data-driven digital marketing emphasizes that their expectations are being met. Audiences who feel they can be related and feel heard are more likely to convert into potential consumers.
Why risk it?
There is no doubt that an audience-first approach is tedious. It needs a huge amount of effort, energy and mastery to embrace a deep understanding of data from so many different sources and channels, then designs a data-driven paid media marketing strategy. Incorporating live and social video in a manner that seems authentic to the company is not always trendy. It will require more ads, bolder, smarter and catered to the right people – and that can be a huge step of an undertaking.
However, there is no denying that it’s worth it. Primarily, an audience-first approach can give high ROIs. There is no need to waste resources and energy on an advertisement that doesn’t work. Even with skyrocketing numbers, a personalized ad creates customer loyalty. The more ads that are audience-centered in approach, the more relevant it will be for customers. When customers feel understood, it is very likely that they will stay. Point is, in the short and long term effect, audience-first really pays off.
The goal of digital marketing is to understand who your ideal audience, reach them at scale and effectively connect with them via cost-efficiency. Marketers claim that to achieve it is rather challenging. To ensure consistent delivery of the right message to the right audience at the right time and place is vital to success but only works at a scale with an effective audience-first strategy.