Fast-Track Your MARKETING

You’ve done your social media and marketing research about it’s coming home gif. You’ve done your keyword research. Now, it’s time to get up-close and personal with the people on the other side of the screen – your potential customers. But how?

In this post, we’ll take a look at some of the best tactics for understanding what kind of content resonates most with buyers in different stages of the buying cycle.

1. Focus on the buyer’s needs and desires.

It’s important to have a good understanding of your audience when it comes to creating content, because it will allow you to develop specific content based around their needs and desires. For example, if you handle the lion’s share of your business in the US with your UK website, you probably don’t need to mention that water is wet on the UK version of your site. Instead, you should focus on catering specifically for what people are looking for on each side of the pond. For example, in the US, you don’t need to mention that your product is certified by the FDA – so, why would you mention it on your UK site? You could, of course, have a separate blog post that outlines all of the information about your products. A good strategy is to develop content with the specific needs and desires of each market in mind; this will give the buyer everything they want and need without having to go hunting for it.

2. Investigate social competitions.

You should also investigate social competitions and try to understand what kind of content you should be sharing. One way to do this is by conducting an analysis on a contest or activity that’s currently happening on social media. For example, a lot of people are currently competing to win tickets to see Coldplay in the UK this summer. That means you can easily create content around the fact that Coldplay is coming to the UK and that they’re offering free tickets, which you could use as a call to action. This is an easy way to bring some traffic to your site while also generating a buzz about your brand.

3. Create content that answers questions on social media.

One good way to better understand what your potential customers want is by reading questions on social media and discovering what types of questions are being asked most often. You can then create content around those questions.

One example of a question you’ll inevitably come across is ‘what is this?’ when it comes to the product or service you provide. If an inquisitive person asks what you do for a living, for instance, and you respond with the name of your company, they’re likely to look away. That’s why it would be better to answer the question by telling them what your product or service does. Answers like these are much more likely to generate engagement on social media because they give people something specific to comment on – instead of just a company name that most people won’t know about.

4. Follow influencers to understand what’s popular.

You can also gain a better understanding of the types of content your potential customers are looking for by monitoring influencers and tracking what they post on social media.

For example, an influencer might post something on Instagram that’s pretty controversial or has a lot of engagement. Then, you can try to emulate that type of content by doing your own thing. That way, when you do come up with something similar, your audience will already be familiar with it – which means it stands a higher chance of gaining higher levels of engagement than something completely new and fresh from a little-known brand.

5. Track keywords in search engines.

By using a keyword management tool you can track the search terms that people enter into search engines and gain a deeper understanding of what they’re looking for. This will give you an idea of the topics and subjects that are currently popular in your field of expertise and create content based around them.

6. Monitor your competitors closely.

You can also stay on top of trends by monitoring your competitors closely. For example, if you have competitors who write blog posts, then you should try to emulate their style to come up with something similar – or that’s likely to appeal to the same audience as them. If you don’t have any competitors, then you should research what types of content you’d like to write and then develop new content based around that.

7. Analyze your competition’s content.

You can also take a look at what other companies are doing and try to develop similar content to gain a competitive advantage over them. For example, if a company is all about building relationships with customers, then you could try to focus on offering something different instead – such as offering discounts or additional products that are ideal for people who want more than one type of product from the same brand, for instance (you could use this as your call-to-action).