If youโve been put work into building your brand (or rebranding) the next step is to focus on attracting your audience. Want to know how do that? Weโve got five simple steps.
1. Know That Your Brand Should Be Customer-Focused
On your side, branding is intentional. Itโs how you โput yourself out there,โ or how you โshow upโ to potential customers and current clients.
But your brand as a whole is dictated by more than what youโve done to build your company, refine your tone, and nail down your brand values: itโs also how people perceive you.
No matter how much time you spend trying to look like a professional, potential clients wonโt buy it if you donโt take time to inform your audience, share testimonials from industry leaders, or answer their questions.
Likewise, brands who want to set themselves apart as being green and stopping climate change will not attract their audience if they send their products in non-recyclable or non-compostable packaging. Itโs not simply having good customer service: itโs also listening to the customer.
The takeaway: Do research on your target audience. Make sure the brand you create lines up with them – then do regular check-ins to see where you can improve. Listening to your customers is one of the best ways to attract and keep your target audience.
2. Know Your Target Market and Target Audience
Your target market includes everyone who might purchase your product or service, whereas your target audience includes the people who actually use your product or service. (In other words, your target audience is a subset of your target market.)
While itโs possible to โtalk to your target market,โ youโll find more success if you focus on speaking to your target audience, since those are the ones that will regularly be using your service or purchasing your products.
The takeaway: Be focused in your efforts to find your target audience. Create client personas to be more intentional and specific. If you can picture your ideal client in your head, then youโre on the right track.
3. Pay Attention to Customer Purchasing Behavior
We talked briefly about testimonials earlier, but they make a major difference in whether or not potential clients try your service. Before that, they go through an entire customer journey, starting from the time that they first find out about your product/service until the time they receive it and how they feel about their experience afterward.
Purchasing behavior encompasses the whole process – from awareness to post-purchase. And how your company handles pain points along the way has a direct impact on how your clients will feel about the brand.
For example, if your company is great at guiding a customer through their purchasing process but falls short at the post-purchase step, customers may feel like youโre not trustworthy because they canโt reach you with questions or concerns about the product.
(Itโs sort of the business equivalent of going on a date and then ghosting the person – not really the vibe you want to go for.)
The takeaway: Ensure that your entire customer journey is seamless. Anticipate customer purchasing behavior and the pain points they could run into, and then work those solutions into your branding process.
4. Reinforce Your Brand Through Social Media
Whether youโre creating organic social media content or are making advertisements, you can attract your target audience.
If youโre creating organic posts, research and include hashtags that your target audience would follow. For example, if youโre a garage door repairman, you might include #NewGarageDoor or #(Area)GarageDoorRepair as your hashtags.(Donโt go overboard, and be sure to research trending hashtags first before you use them!)
If youโre advertising, you can target your ads to a specific demographic. The amount of customizability will vary depending on the platform you choose, but in general, Facebook is great for helping you target a specific audience.
You can (and should) also think about responding to customer inquiries on social media. The more you can interact positively with clients, the better!
The takeaway: Social media is an important part of increasing trust in your brand, whether you post regularly on social or create paid advertisements. Itโs also a good platform for customer outreach or customer service.
5. Get Help to Grow Your Brand and Attract Your Audience
Growing your brand and attracting your audience takes a lot of work: you need to know who your target audience is and what pain points they experience. You need to take a multichannel approach to reach your target audience too – not just through high-quality blog content, but on social media. Customer service is another integral part.
You donโt have to do it alone, though. At Matcha Design, we have loads of experience helping people like you attract their dream clients.
The takeaway: Weโre here for you if you need help growing your brand. Contact Matcha Design today to learn more!
