A marketing strategy that is anchored to engaging the brain of your target audience will succeed.
The current trend in marketing has moved more and more towards personalization because it works. Speaking your audience’s language, using their keywords and echoing their emotions, engages their brain.
Engaged brains are what your marketing strategy needs to strive for. There is so much online noise between email inboxes and social media streams.
In order to stand out from the crowd you need to grab your target audience by the brain. Those few precious seconds when you capture their attention long enough to look at your visual, read your headline or open your email.
There is so much online noise between email inboxes and social media streams. You need to grab your target audience by the brain and capture their attention.
How do you ensure you get those few precious seconds? By doing the homework and research that most of your competitors will not take the time to do. You need to create a brain tool kit that is unique to your business and your target audience.
Create a brain tool kit that is
unique to you and your target audience.
What are brain tools?
In keeping with the traditional definition of a tool, a brain tool is something you use to help you do a job or repair something. In this case, the tool is based on knowledge and insight and the job you want to complete or repair is your marketing strategy.
If you’re ready to try something new and take a fresh look at your marketing strategy, why not get started with these 3 simple brain tool questions:
Who is my target audience?
The first step in building an effective marketing strategy is understanding who is your target audience.
I appreciate that most business owners default to “anyone that needs my services”. Unfortunately, that is the least effective starting point to building your marketing strategy.
A marketing strategy designed to speak to everyone
connects with no one.
You need to step back and assess the specific groups that make up your overall target audience.
[Tweet “understanding your target audience is the most powerful brain tool”]
An in-depth understanding of your audience is the most powerful brain tool you need. Give yourself some time to think carefully about each of these questions:
- Who are your current clients and what do they have in common?
- Who are your dream clients, the ones you would most like to serve. What do they have in common?
- Who are your ideal strategic partners, the business and organizations you would most like to partner with. What are the characteristics these businesses and organizations share?
- What about potential employees? Are you actively looking to recruit and grow your business? What are the skills and qualities you want to bring in-house?
In order to fully answer these questions, you may need to do some research.
Dig in to your database, website analytics, social media metrics and you may even want to conduct a content audit. Once you have defined and assessed each of the groups that make up your total target audience you start to see shared areas of interest.
[Tweet “define your target audience to determine areas of shared interest”]
These shared areas help you to further define the types of content you need to create and the language and visuals you need to design in order to engage their brain.
What does my target audience want?
This brain tool will become your sanity saver.
When you have the knowledge and insights into what your target audience is looking for, your content creation becomes focused and strategic. You don’t need to juggle creating a blog post, ebook, video, infographic, slideshare and tip sheet for everyone.
You will know which groups within your audience are looking to be educated, who wants to feel inspired, who wants to hear a good story and who wants your hands-on help at a workshop.
The more you dig into your audience data and the more questions you ask, the stronger your strategic content plan will become.
Interviews, surveys, informal meetings and polls are just some of the steps you can take to find out what questions are brewing within your target audience and how would they like them answered.
We recommend creating a persona for each of the identified groups that make up your target audience. You may have a client persona, a strategic partner persona and an investor persona.
Start with the persona that is most important to your business objectives, usually the client persona, and build from there. The interviews will provide all the insights you need to guide your content creation.
DEFINE your target audience
before you DESIGN your content
Creating content just for sake of keeping your social media feeds and blog current is a waste of your time.
Jump off that content creation treadmill and take the time to create the content your audience is really looking for.
[Tweet “jump off the content creation treadmill and personalize your content”]
Don’t be discouraged if you’ve already created a significant amount of content. There are numerous ways to repurpose your content and this repurposed content will now include the benefits of your target audience insights.
How do I engage my target audience’s brain?
The fast answer to that question is visuals.
Visuals engage the brain in a way that text on its own cannot. Eye scanning studies have proven beyond a doubt that our eyes are drawn instinctively to visuals first. Why fight it? Make visuals an integral part of your marketing strategy.
Visuals engage the brain. Eye scanning studies have proven beyond a doubt that our eyes are drawn instinctively to visuals first.
[Tweet “visuals engage the brain in a way that text cannot”]
The brain tool that you need now is the one that will take your visuals to the next level. Moving beyond just adding visuals but using them strategically to enhance the message behind your content.
In order to create these strategic visuals you need to use the two brain tools you already have:
- Your target audience data
- Your targeted content creation plan
This knowledge and insight will guide what types of visuals to use, what text should be added to your visuals to further enhance their impact and where your visuals should be shared.
You will know which emotions to capture with your images and which headlines and keywords to use to draw your audience’s eyes like a magnet.
Creative visuals engage the brain and give you those precious seconds of audience attention.
There are ways to make awesome visuals that won’t break your marketing budget. There will be a bit of a learning curve as you start to use new techniques and build your visuals database but your audience’s brains will thank you.
Their brains are exhausted from scanning over all the irrelevant content. You have the opportunity to create emotional visual content that captures their attention because you truly get them.
Set aside some time this weekend to really think over these questions. By the time Monday rolls around you will already have 3 brain tools to help you build a more personalized marketing strategy – a marketing strategy that engages the brain of your unique target audience.
If you want to learn more about collecting knowledge and insights to build a more effective marketing strategy check out our free ebook, How To Reach Your Target Audience Through Science.
If you have any tips you would like to share on how you keep the brains of your audience engaged let us know. We are happy to share and promote your wonderful suggestions.
Jennifer Arnold, Founder at InnovaMap, Ph.D. in Neuroscience
InnovaMap – we use the science of marketing to connect you with your target audience.
Contact us to learn more on how to start integrating techniques for engaging the brain into all your marketing strategies.