“What will it take to reach our audience?”
That question is at the root of a lot of inbound communication our sales team receives from prospective clients. Our leads have a general idea of who their audience is (boomers and seniors), and they know Immersion Active is the expert in marketing to boomers and seniors online, so they come to us to for help bridging the gap between brand and consumer.
But jumping straight to the what and the how of the solution is a bit like putting the cart before the horse. In order to figure out what it will take to reach an audience, especially from a messaging standpoint, we first need to dive deeper into the who.
Diving deeper means looking beyond the demographics to learn more about your audience’s situation in life and the motivations behind their actions. The 50+ market is a broad category, and not all boomers and seniors think alike. So to understand your consumers’ maturing psyche and to avoid making assumptions loosely based on their age, we have to take time to listen.
What are your potential customers dealing with right now? What are they mad about or annoyed by? What do they worry about? Do they make purchasing decisions quickly or do they like to learn all the facts and take their time thinking about it? What makes them happy? What relationships are important to them? What would make their life easier? And, most importantly, what words do they use to describe what they need or are looking for?
Connecting with Consumers Using Their Own Words
One of the most revolutionary things I’ve learned as a conversion copywriter is that the best messages don’t come from my head; they come from consumers.
Using voice-of-customer data—the natural language spoken or typed by your audience in relation to your brand or industry—to inform the messaging and overall content strategy allows us to be much more effective in reaching an audience.
Where does voice-of-customer data come from?
- Inquiry calls or forms
- Site search data
- User testing
By gathering and analyzing these data inputs, we can learn:
- Where consumers are in the buying process
- What their buyer modality is, i.e. how consumers make their purchasing decisions—are they spontaneous, competitive, methodical or humanistic?
- How to speak fluently to consumers in each modality using their own language
- Which messages to prioritize on the page to address their most pressing questions and concerns
Putting the Voice of Customers to Work
Recently, I spent some time listening to inquiry calls for one of our clients. By hearing what types of questions potential customers frequently asked, learning what words they used to describe the services they needed to solve their problem, and getting a sense for what information was most important for them to hear, I could more effectively optimize content to address their needs.
Once we take the time to listen and get to know the audience, we can get back to the what and the how of a content marketing strategy.
The audience research and analysis I conducted based on the inquiry calls had an immediate application for optimizing our client’s online inquiry form. The test variation I developed based on that analysis generated 34.1% more leads than the control page.
The audience research and analysis also helped inform many other marketing activities for the same client and made the copy I wrote much more effective at motivating consumers to take the action we wanted them to take.
What voice-of-customer data could you leverage for better insight into your audience? Contact us today for a conversation about how audience research and analysis can help inform your messaging and overall marketing strategy.