Why and how do I get the attention of target customers?
Why And How Can I Get The Attention Of My Target Customers?
by James Destinas
Why And How Can I Get The Attention Of My Target Customers?
If you are a business owner or marketer, you may find yourself asking the question, “How do I get the attention of target customer?” This question is the essence of all your marketing strategies, your copywriting, sales pages and advertising.
But wait. Before you can understand the nitty-gritty of grabbing attention you have to understand what attention actually is. In simple words, to hold someone’s attention means that a person interested in what you have to say and what you represent.
Now another question arises, what makes you worthy of someone’s attention? To get someone interested in what you have to say, it has to be relevant to what they want and in-line with their priorities and goals.
If we know one thing about humans, it’s that everyone has their own preferences. Where one person finds the low cost to be a priority the other might find saving time to be one. If one person wants the details and the other may just want the overview. So, when looking to get someone’s attention it’s important to know their preferences.
One of the best ways to capture attention is to discuss or have a conversation about what you believe your target person is interested in. When you talk about things that interest them it immediately grabs their attention.
So, how to grab their attention? Make use of social media and other marketing channels. In this day and age, if you are looking for something you are probably going to google it and this is where you grab your target customer’s attention.
For example, to be found via search results you need to market yourself to a particular audience in a particular way using the language they use. For example, if your target audience is men who have trouble communicating, you are going to advertise yourself like, ‘Husbands who have trouble expressing themselves to their spouse read this book.” Now, a man who has trouble expressing himself to his spouse will be interested in that book right away because one, it was relevant to him, and two, it claims to solve a problem he has.
Attention 101: Make sure your customer finds you
If you are just starting out, your competition is large companies with probably multiple years of marketing on you. So, how do you cut through the noise and grab your target audience attention?
With so many similar businesses/products out there, you need your target customer to not just find you, but also remember, recognize and trust you. This is important because if you can’t be found, you don’t get their business, let alone their attention. This is where inbound marketing strategies come in.
Inbound marketing is an organic way of getting discovered by customers, where instead of taking your business to your customers (traditional marketing channels), the customer finds your business themselves via organic channels like search engine results, blogs posts, and social media ads, guest blogs.
This method, though slow allows you to be found naturally by your target customer leading to a better rapport building and a pleasant first encounter - no sleazy pop-up ads or cold calling required. This helps you get off on the right foot without being pushy.
Implement a Search engine optimization (SEO) Strategy
To be found by your target audience you need an SEO strategy in place. SEO is more than just keywords, and include on-page SEO, off-page SEO to name a few factors. However, you can get started by identifying and utilizing the most important keywords related to your business. To be found by your customer, target keywords which have a high search volume to attract the most relevant audience.
Use Paid Ads
Another way to get your target audience to find you is to pay per click ads. Even though PPC is a paid tactic don’t be fooled, it still falls under the inbound marketing umbrella because your user will only see your ad when they search a keyword related to your business. There are other channels where you can pay for ads include paid ads including Facebook, Instagram, and Twitter, to name a few and to successfully garner the attention of your target customer it's useful to know where your audience hangs out the most.
Remarket to potential customers
Don’t let your customer forget you. To get your target customer to visit you again use remarketing strategies which helps you remarket ads to the users who have expressed interest in your content, or products. Remarketing allows you to identify the customers who have spent time on your website and display specialized ads and promote the products they already viewed.
Join the conversation: Maintain an Active Online Presence
Besides using marketing channels to find your target customer you need to take the conversation to them via a content marketing strategy. Content, blogs, videos are one of the most common ways to get found by your target customer. Perhaps they were looking for some information and found a very useful blog post by you bringing you to them.
Hone your Brand Voice
To be heard and understood by the target customer your brand needs to communicate in the "language" of your target market. Use the same language, tone, and vernacular as your ideal customer use. If your brand or product is made for a particular audience, gather data about them and use it to write copy which speaks directly to them.
Every business has unique voice specifically catered towards a specific audience and the more your business sounds like your target market, the easier it will be for your brand to cut through the noise and grab their attention.
Solve a problem
Blogging plays an essential and powerful role in driving traffic and nurturing leads to your main website. A blog helps you get discovered by your target audience and help your customers stay up to date with the current events in the field. The key is to share content which is relevant, useful or entertaining for them. Identify their problems and make sure your audience understands that you are offering a solution. Be very specific and don’t try to target everyone.
Blogging also helps your business build authority in the niche. Create value for the customer in the form of useful content by targeting keywords that your customers search for. Answer their most widely asked questions in your content and make sure you’re publishing relevant content at your own blog or at another high-quality blog as a guest post.
Social media channels offer you a chance to connect and engage with your audience outside of the traditional mediums. According to statistics, more than 70% of the U.S. population has at least one social media profile, meaning you can reach your target audience via at least one of the social media platforms available.
Join the conversation and interact with your audience outside of business. The more you listen, the more you learn the better you will be at grabbing your audience's attention. Join public forums like Quora to answer questions relevant to your niche, make Facebook groups to gather data and ask for feedback related to your product or service. When you provide solutions to their problems, you automatically become relevant to the customer.
In conclusion, before you demand someone’s attention you have to ask yourself one simple question, ‘Do I deserve their attention?” If the answer is no, work on it until the answer is yes.
Lastly, stay authentic, relevant and real. Understand your audience and their motivations and solve a problem and you will get their attention without any effort. You can start by collecting as much data as you can about them and conducting thorough research. Write content specifically for your audience, and make sure you are offering a unique, new and a fresh perspective.
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