Council Post: How To Build Better Relationships With Your Audience

Last updated: 09-02-2020

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Council Post: How To Build Better Relationships With Your Audience

Shane Barker is a digital marketing consultant who specializes in sales funnels, targeted traffic and website conversions. 

One of the most important aspects of growing your business is to connect with your target audience. This will help you understand the needs, wants and interests of your consumers and enable you to fulfill them.

Consumer behavior has changed significantly during these challenging times. That’s why building relationships with your audience is more important than ever.

Staying connected with your ideal buyers and adapting to new scenarios can help you stay relevant. Here’s how you can do it.

First things first: You need to identify who your target consumers are. You should create buyer personas to determine the audience demographics you’re catering to. This includes information such as their locations, age groups, income levels and interests.

For example, as a digital marketing consultant, I focus on building relationships with business owners, decision-makers, marketing professionals, influencers and other professionals in my industry.

Similarly, if you have a women’s clothing brand, you should look for ways to attract and engage with women who can afford your products and who live in areas you can ship to.

Along with audience demographics, it is also important to identify the topics they’re interested in and the channels they’re most active on. This will help you get the right direction to reach out to them and build stronger relationships.

Content marketing is more than just creating and distributing content. You need to learn the art of creating content that is relevant and valuable to your target consumers and that can make them take the desired actions.

You should come up with topic ideas that your audience wants to learn about. For this, you can use content research platforms like BuzzSumo or Ahrefs or learn from industry experts. You can also host polls on social media to ask your audience about the kind of content they want to see.

You should leverage multiple content formats to connect with your audience, including blog posts, interactive emails, infographics, photos and videos. You can use design tools such as Canva and Adobe Premiere Pro to create impressive visual content for your audience.

Regardless of the content format and topic you choose, you should create content that:

• Addresses the pain points of your audience.

• Provides them with real solutions.

• Adds value for them.

• Is not pushy or sales driven.

Want to build strong connections with your audience? Let me tell you the best way to do that.

Stories are known to capture consumers’ interests, simplify information and provoke emotional responses. You should focus on building emotional connections with your audience by sharing your brand’s history, challenges and successes.

You can create fun and engaging behind-the-scenes videos to give consumers a sneak peek into your work culture, values and future plans. Trust me: People are more likely to remember your story and brand for a longer time if they connect with it on an emotional level.

Stories, when told effectively, can help people remember your brand. That’s why they say storytelling is the future of marketing.

People are likely to perceive your brand based on the moments and experiences they have with you. It’s important for you to regularly interact with your target audience and have meaningful conversations.

Consumers want real conversations, and those conversations are no longer limited to your customer support services. You should be able to deliver exceptional experiences across multiple customer touch points, with social media being an important one.

How can you respond to potentially hundreds of messages every day?

It’s simple. You can use the power of conversational artificial intelligence (AI) to promptly respond to your consumers, provide instant solutions and keep them engaged. Platforms such as Landbot.io and SAP Conversational AI can help you to design, deploy and analyze your conversational strategies effectively.

By deploying a chatbot on your website and in messaging apps, you can create seamless, engaging and memorable experiences for your target audience.

Using conversational AI solutions to enhance user experiences can help you build trust, strengthen your relationships with your audience and generate more leads for your business.

I believe the one mistake that most businesses make is they forget to monitor how their audience responds to everything they do.

Why are you doing all the hard work if you don’t know whether your efforts are paying off?

You should monitor how your audience responds to the content you created or the new product you launched. Are they happy? Do they like and engage more with a specific content format or topic? Did a particular post upset them?

Once you start noticing your audience’s reactions, you will be able to identify which strategies work well for your brand and which ones do not. If your audience knows that you’re listening to them, they will be more likely to share their feedback and engage with your content.

You can analyze both positive and negative sentiments around your brand and work on improving your messaging, products and services for better results.

Ready To Nurture Your Relationships With Your Audience?

Building strong relationships with your audience takes time and effort. You need to consistently nurture your customer relationships by providing customers with relevant content and products and engaging with them.

These tips can help you build lasting customer relationships and accelerate your business’s growth.

Forbes Coaches Council is an invitation-only community for leading business and career coaches. Do I qualify?


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