How Digital Marketing Strategies Vary Based on Your Brand’s Target Audience

In the era of digital marketing, it is important for brands to keep up with current marketing trends in order to stay afloat and flourish above their competitors. Social media has established itself as an effective conduit for B2C connections, with users of all ages now able to directly interact with brands they know and love. As of this year, 91% of businesses in the US utilize social media platforms to promote themselves, and no two strategies are the same. In order to decide what kind of strategy will work best for your brand, the most important factor to consider is your target audience – the people who are most likely to be interested in your brand and what it has to offer. Through working with a digital marketing agency to develop a successful strategy, your company’s online presence will be able to achieve substantial growth and you will reach your target audience in no time.

Understanding Your Target Audience

At its core, your strategy should be based on understanding your target audience enough to fine-tune and customize your content to appeal to their interests, ultimately increasing your conversion rate over time. One size does not fit all in the realm of digital marketing, so it is important to acknowledge the makeup of your target audience in order to successfully market your products and services to them. What aspects of your brand are they drawn to the most? What are the dominant age and gender groups that interact with your brand’s content? What are some of their other interests that they demonstrate on social media? These are necessary questions to ask in order to identify your target audience. For example, EVA Air mainly aims their content towards frequent travelers, since they understand that many of their followers are loyal passengers who use their airline. Alternatively, Galaxy Theatres mainly targets movie-goers, since they know that many of their followers are residents of the surrounding area who regularly attend showings at their theatres. Because these companies take the time to familiarize themselves with the demographics and interests of their followers, they are able to capitalize on those shared qualities and effectively market their content towards people who fall into those categories.

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The Importance of Networks

Once you’ve identified your target audience, the next step is to find out your best point of access. In regard to social media networks, understanding the demographics of your target audience is essential for choosing which platform(s) to use for your brand. For example, Parex is a company that specializes in CI, stucco, and architectural coatings and finish systems. One of the platforms they utilize is LinkedIn, in which 57% of the users are male. Marketing on LinkedIn allows Parex to get the largest reach out of all other social media sites, since the majority of Parex consumers are male. According to their reports, 65% of the users that interact with them on Facebook are male, as well as 80% of the users on Twitter and 72% of the users on Instagram; therefore, their most efficient digital marketing strategy requires a solid presence on LinkedIn. When you find the optimal platform for your brand, it will be much easier to gain access to your target audience.

Search Engine Optimization

Although marketing your brand on social media platforms will play a large role in your digital marketing strategy, another important factor to consider is search engine optimization (SEO). You can gain valuable insight about your target audience through conducting analyses to find out what they are typing into their search bars, allowing you to see exactly what they are looking for when they search your brand. In this manner, you can make changes to improve your SEO by molding your content to fit their search habits. Certain industries, such as healthcare and businesses with multiple locations, can also maximize their return on investment (ROI) by posting SEO blog articles on their websites. By writing these blog posts, their ranking on search engine results rises and their audience reach is subsequently widened. Hiring a digital marketing agency to aid you in composing these articles would be a beneficial step towards improving your brand’s SEO and overall online presence in the long run.

Building a digital marketing strategy for your brand can be an overwhelming task to think about, but it is absolutely crucial. Having a creative team from a digital marketing agency to guide you through the process is the best way to help your brand reach its target audience and ultimately stand out online.