If you hope to create the most effective content to be used on your website, in ads, in marketing emails, on social media, and for other purposes, it’s crucial that you identify your target audience and learn to speak their language. According to the Marketo Engagement Gap Report, 56% of consumers believe businesses are missing the mark when it comes to understanding their needs, and 51% believe brands send too much irrelevant content. Fortunately, all it takes is a bit of time invested in research to start speaking the same language as your customers. Then you’re ready to create content that engages them on a deeper level.
Learn Your Audience’s Business and Jargon
Even when you’re marketing B2B, it’s important to understand your potential customers. After you’ve chosen some types of businesses that need your services, immerse yourself in the culture and terminology of those industries.
Learn Your Audience’s Problems
Any time you’re marketing services, your goal is to fill a need. Your customers hire you to make their lives easier, so find out what kind of problems they are experiencing in their industry and think about how your services can solve those problems.
Use the Language You Hear/See Them Using
Once you know your audience, their industry, their jargon, and the issues they experience every day, it’s time to start speaking directly to them. When you write your content, include industry-specific terms and emphasize how your services can help them solve common issues. When you use the same language your customers use, they won’t see you as an outsider; rather, they will see you as a colleague offering solutions they can use right away.
Relatable content is critical to any marketing effort, and if you’re having trouble getting started, TIC Digital Marketing can help you. We offer a suite of inbound marketing services that can help you identify your target audience and start speaking their language. To find out more, call (858) 280-3792, send an email to firstname.lastname@example.org or fill out the online form on our contact page right away!
- Pick just one of your target audiences. List 3 words used as jargon in that audience target’s industry.
- If you have a lead magnet up and running, read through the copy and see if it uses industry language or jargon specific to its target audience’s industry.