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Target Audience and User Intent


When you write a piece of content or analyse keywords for SEO practices or create a piece of social media communication, your target is always to reach your audience adding value. Ultimately the end users are the ones who are going to act to your digital marketing techniques and convert their decisions and opinions about your brand into leads and sales. They are the so-called traffic that eventually turns into big time revenue for you and your business. Such is the importance of audience in the growth of your business.

Now, in order to be able to cater to the right set of audience in the most effective way, understanding the target audience and their user intent is of utmost importance.

Find out through surveys and researches what your audience prefers? Do they like texts? Do they react to images? Do slogans and impactful graphics affect them? Their action based on the videos posted. These questions are a good way to find out what exactly your audience expects of you!

As has been rightly penned by Meghan Keaney Anderson, VP Marketing, HubSpot, “Don’t push people to where you want to be; meet them where they are.” The true goal of digital marketing is to understand the audience and cater to them as per their requirements. It is essential to build a relationship with the audience in order to make your business sell.

Here are some tips you might just follow to make sure that you understand your audience well.

#1: Choosing the right keyword: Picking out the right researched keyword and utilizing it in your SEO practices is the smartest thing to do. Choosing the incorrect keyword can make it very difficult for you to reach your target audience. However, in order to know the correct keyword, it is also important that you know and understand your target audience well.

#2: Use Compelling Communication: Remember, whatever your means of communication, it should be compelling enough to engage the audience. Let’s say you have a website with impressive communication, and it shows good amount of traffic visiting it, but with no comments or further questions. In this case, the traffic visiting your website does not affect your business. Maybe the audience does not find your website engaging enough and, thus, does not respond to it. In such a situation, building up engaging communication in keeping with the wants and desires of the audience is essential.

#3: Give Additional Benefits: All customers, once they have developed a steady relationship with the brand, expect to get additional benefits. Now these benefits can be discounts, offers, etc. Whatever they maybe, they do a good job in creating a long-term customer-brand relationship. No matter how basic their requirements maybe. Every customer expects to be treated in a special way. Study your target audience and offer them the benefits they would want to enjoy.

In addition to the above-mentioned points, it is also necessary that your content is rightly directed towards the right segment of audience. Apart from keywords, choosing the right title also matters in answering their questions and giving them the faith that they are of utmost importance and that the content they are reading or spending time reading is useful.

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