The second step of the WASH Methodology deals with your Audience. In other words, who are you trying to reach with your messages, and what’s the best way to maximize how effectively you communicate? These are important questions, and it’s important you dedicate some serious time to uncovering their answers.
Before we get down to brass tacks, you need to that your target audience includes more than just current customers. You’re looking to bring in any potential online visitor, as well as the people at the outer reaches of your network of influence. These are all the people you need to capture with digital marketing. When you get all of the correct elements in place, you can have new customers and brand ambassadors coming out of the woodwork for your business.
Start With What’s Working
When you start building an audience with digital marketing, it pays to look at your existing customers first. Which person or group of people exemplifies your ideal customer? What attributes do they share? Does a certain demographic define them? Where do they typically frequent, and what do they spend their money on? These are the questions that help you fine tune your approach and catch as many eyes as possible. Asking them at the beginning of building your audience saves time, money, and helps avoid being frustrated by a lack of success.
Building awareness is about finding a way to let people know you exist, and it’s arguably the toughest aspect of audience building. It requires effort, investment, and patience for it to pay off.
There are numerous avenues to build awareness, and the best practice will vary from business to business. Some will see better results from social media and email marketing, while others will need to emphasize paid advertising and Search Engine Optimization (SEO) services. And those are just a few of the methods available to help!
The avenue you use depends on the individuals you’re trying to attract, the sites they frequent, and ultimately where they spend their money. Picking the right place to promote yourself is key to letting people know who you are and what you do. If you succeed, even simple campaigns can yield positive results for your business.
Drive Website Traffic
Once people in your arena know you exist, your next objective is to propel them to your website and further build trust.
If you’ve set up your sales funnel correctly, your visitors will find themselves on custom built landing pages promoting a valuable offer. This is your golden opportunity to receive some precious contact information. When your visitor submits their info, make sure you immediately follow through on whatever value you’ve promised in your online campaign, and then congratulate yourself on your new lead!
Strike up a Conversation
Far too many people treat online conversations like an 8th grade dance party. They’re awkward, stiff, and clearly don’t seem to know what they’re doing. You know what I’m talking about.
Here’s a not-so-secret secret to avoiding that: treat people like people! You wouldn’t go to your neighbor and introduce yourself with promotional material and a price chart, so why do that online? People want to know that you’re interested in them and not just their money, which means you need to start a conversation.
Use the contact information that you’re trusted with to further build trust. Let your list know what you’re doing in the community, and offer them powerful incentives to get involved with your business. Engage willingly and often, and you’ll draw your community back to you again and again.
Really getting to know your customers is the key to building a brand. Meet your perfect customers where they are, and then position yourself as the solution. The results will speak for themselves.