Hello, 2021 (and goodbye, 2020)! In all honesty, 2020 was rough and scary at times. Although it’s in our nature to want to sugarcoat it or throw a funny GIF at the subject, we won’t ignore the difficulty we’ve all experienced.
It’s true—we weren’t alone. In those moments where we felt overwhelmed and disheartened by the constant newsflashes, others were feeling the same way. Other parents were trying to balance their work and their kids’ new at-home learning schedule. Other families were coming to terms with losing some of their beloved holiday traditions. Others were struggling with illness, loss and fear.
Through these experiences, we’ve all felt a stronger connection to one another, even without being face-to-face. It’s this realization that reminded us connection will always transcend any other business practice or sales tactic. True connection with your ideal customers, whether via website or phone call, is what builds lasting relationships.
Your Target Audience Needs YOU
Who are your people? Who have you connected with during this time?
Perhaps you’ve recently joined a Facebook group filled with other parents who have questions about homeschooling. Maybe you’ve joined a virtual book club with like-minded individuals who want to make the world a better place. It’s through these activities that you find a sense of belonging, answers and plenty of supportive shoulders.
Here’s the thing: Your target audience is looking for all of that, too. And there’s no one out there that can deliver those things better than you.
“There’s someone out there who needs you. You must live your life so that person can find you.”
– Jan Phillips
If you’re an attorney, you might be thinking there are thousands of attorneys out there. If you’re a bookkeeper, you might be listing other local bookkeepers in your head. Yet, there is only one you.
Your unique experiences, business practices and insight make you the perfect match for your target audience. It’s those differences—your superpowers—that allow you to connect and convert.
Start the Year Off Right by Defining Your Target Audience
This all may sound a bit woo-woo. But sometimes you have to drop the industry jargon, pull away from all the technicalities of marketing and remember you’re a human. Your customers are humans, too—not just visitor views on a Google Analytics spreadsheet.
Start this new year of content planning and creation off right by fully defining your target audience. You can do so by creating your ideal customer avatar, also known as a persona. A persona is a detailed description of your target customer, including attributes such as their:
- Desires
- Fears
- Challenges
- Needs
- Goals
By defining your ideal customer, you’ll understand how to speak to them in a way that truly connects on a deeper level. As a result, you’ll find it easier to plan and create content that’s valuable throughout the coming months.
Not Sure How to Connect With Those Who Need You Most? Let Us Help!
This year presents a new opportunity to better connect with those who need you the most. If you’re unsure about how to move forward, or you’re struggling with defining your audience, we can help. Send us a message!
