With as many performance metrics and large volumes of data marketers today track, it can be easy to forget that its not only about how many people click on your content but also about how many see value in what you have to say and convert into potential leads. Marketing campaigns solely targeted towards search engines can ultimately alienate an audience rather than draw them in.
Connecting to an Audience through Buyer Personas
Pitching to a vague and general audience leads to generic and uninspired marketing. By segmenting your marketing plan into a collection of buyer personas, you can reach out to and target specific sub-sections of your audience and demographics. Buyer personas allow a company to personalize their marketing on a deeper, more meaningful level.
Personalizing Content to the Reader
Automation and data collection can be used to personalize content directly to the reader. Readers may be pitched different products based on their browsing habits or sent specific email blasts depending on their traffic activity. Personalized content will reinforce the connection between the user and the brand, showing that the brand is dedicated to noticing and meeting the user's needs.
Optimizing Content for People Rather than Search Engines
Content optimized for search engines may be more visible, but visibility is only a means to an end. The end goal is to appeal to and engage a human reader, and this is where many content campaigns fall flat. Content must be optimized not only for search engines but also for the end readers who will be delivered the content – Brands have to capture their attention and engage them for conversion. And today, search engine algorithms are getting even smarter at detecting which content readers truly identify with, and which content has simply been spliced together for the search engines.
Developing Your Brand's Personality
Once a brand's personality and voice has been developed, it becomes much easier to engage and interact with users. A brand's personality will naturally flow through its content, allowing for a deeper personal connection. A brand's personality should remain consistent throughout its marketing -- and the only way to do this is to outline and test it thoroughly. A company can develop its brand through vision statements, mission statements and other thoughtful explorations.
It's important to always remember that, at its core, a marketing campaign is designed to reach out to people. Though people may be reduced to easily scanned metrics for the purposes of analysis, they still need to be considered as individuals. Connecting with a brand on a personal level will often go a long way towards creating a long-lasting relationship between buyer and business.
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