Nowadays, marketers forget the dry corporate messaging and speak to their target audience in a new way. Yet, marketing is more than delivering the right message to a target audience in today’s world. Relationships are the key to a company’s success — brands need to find out how to engage and entertain.
The only question is, how do you captivate an audience? Of course, the marketing tactics may vary across channels. However, most marketers accomplish this by imagining the people they are selling to and using the right strategies.
These days, it’s all about emotional connections and brand loyalty. If you want to establish relationships, your words must be worth listening to for customers to take action.
Does Your Marketing Campaign Captivate Its Target Audience?
Captivating an Audience With Marketing
The simplest way to capture an audience is with the right content. Most customers want you to educate, entertain and enlighten them with blogs, videos or podcasts. You can think of it as sticky content — finding a way to hook your audience. That way, your leads keep coming back for more, interacting with your small business over time. So, the more connections you establish with your customers, the more likely they will become an ambassador of your brand.
Yet, there’s more to it than publishing a blog post or video every week. Your content must build a foundation for long-term relationships.
1. Segment Your Audience
You must start by segmenting your audience or creating a customer profile to construct personalized messages that speak to your customers. Personalization is how businesses create relevant experiences across digital channels and build customer loyalty. And the only way brands can achieve this is through target audience segmentation.
Create an in-depth understanding with:
- Demographics: Age, gender, annual income, job title, etc.
- Psychographics: Values, beliefs, likes, dislikes, hobbies.
- Behavioral: How they act and consume information online. What websites and publications do they use most often?
2. Address Customers’ Pain Points and Topics They Care About
To captivate an audience with compelling content, the best way to achieve this is for your brand to solve problems. Think of ways you can improve their lives by honing in on their pain points, concerns and questions. Consider surveying your audience on social media and by email to gather this information. Set up a query form on your website and answer your readers’ questions to embrace captivation effectively.
3. Use Powerful Storytelling
Today, brands have a wide range of options to engage their audiences with a unique narrative. One most obvious example of a brand story is through your website’s ‘About Us’ page. However, you can also tell stories and build connections by blogging, posting on social media, writing press releases, videos, etc.
4. Use Visuals to Capture Attention
Although text has a way of captivating an audience, many marketers use visuals to hold an audience’s attention. After all, only 20% of users will read all of the content on a page, and the rest will skim it.
Visuals are an incredible way to capture an audiences’ awareness. In fact, 65% of people are visual learners because they process visual content much faster than they do with text.
Some of the ways you can use visuals include:
- Creating infographics to provide valuable information and attractive imagery.
- Use pictures with quotes and post them on social media to encourage sharing.
- Make videos with entertaining insights and demonstrate thought leadership.
5. Incorporate Your Brand’s Value and Personality
Each time you invest in marketing campaigns, you should capture your audience’s attention with something of value. Bland promotional messages aren’t the way to develop an emotional relationship with customers. However, if you go above the promotional content and show your brand’s unique personality, your content will soar and instantly captivate.
Start with focusing on your unique voice. Maybe you use slang in your blogs to communicate an informal nature. Or, perhaps you reference experts to set yourself apart as a thought leader. So, the next time you launch a new marketing campaign, consider sharing information with a unique tone of voice. Start experimenting with different angles and place a focus on solving customer problems.
6. Leverage FOMO (Fear of Missing Out)
FOMO is the most powerful psychological concept marketers use today in marketing. Countless businesses use this tactic to capture an audience and compel them to act fast because they only have limited time to decide.
When you leverage FOMO, you’ll have your audience’s undivided attention because they don’t want to risk looking elsewhere. A few ways to leverage this are by:
- Running limited-time promotions: Timers are a great way to let people know they only have a certain amount of time left before it goes away for good.
- Launch content that disappears: A good place to launch limited-time promotions is in spaces that allow content to disappear — Snapchat, Facebook and Instagram Stories.
- Make it exclusive: Let people know that you offer something only they can get by coming to you. People love to be part of something that makes them feel like they’re in and no one else has it.
7. Create a Branded Community
Another excellent way to capture an audience with emotional connection is by making them feel like they are part of your small business. Essentially, it’s in a person’s nature to become a part of something bigger than themselves. Plus, they hold value to the relationships they maintain. For instance, you’d most likely pay attention to an email from a friend rather than a stranger.
If you can make your audience feel like they’ve invested in your business somehow, you can reap the benefits of those advocates. Start creating communities by:
- Using social media: Social media is the best place to start a community. You can begin building relationships there by hosting competitions, engaging in discussions of relevant topics and posting polls.
- Standing for something you believe in: Most customers are willing to pay more for items from a brand that shares their values. For instance, many consumers devote themselves to companies that give back to the planet. Partnering with a local charity can start the foundation for your brand communities.
- Continuously engaging: Part of captivating an audience is connecting with your customer on many different platforms. The more channels you’re active on, the simpler it is to build brand awareness.
Captivate an Audience With Today’s Customers
Businesses can no longer force customers to pay attention to them with the countless digital escape routes available. Yet, if you genuinely want to excel at captivating your audience, you first need to understand them. Then, use that knowledge to produce content, emotional connections and memorable experiences.
This is a guest post from Eleanor Hecks, Editor-in-Chief at Designerly Magazine. She’s also a web design consultant with a focus on customer experience and user interface. She lives in Philadelphia with her husband and dogs, Bear and Lucy. Connect with her about marketing, design and/or tea on LinkedIn or Twitter!