How do you engage your target audience
As a business owner or marketer, you know how important it is to know exactly who you are trying to communicate to in order to ensure your message is effective. If you currently have a website, you more than likely have some form of understanding of who it is that is visiting your site. Therefore, you probably already have a target audience in mind. However, now you need to understand how you can communicate effectively to your audience through video.
Within this article, we will cover:
- Understanding your target audience
- How to engage your target audience through video
- How to communicate with your target audience
- The best way to reach your target audience
Understand your current audience
Before you attempt to communicate through video, think about who is visiting your site currently. What is their age and gender? And what is it on your site that sparks the most interest? Figure out why that particular audience is attracted to your site – could it be your tone of voice or blog topics be influencing this type of traffic. Once you’ve determined who you are trying to attract, you can begin to tailor future content accordingly.
Location is another factor that you should be mindful of when figuring out how to speak to your target audience. If you are a local business, there is a higher chance that your audience is individuals that live in that particular area. Therefore, it will make more sense to allow for local jargon and news that is relatable to that demographic. However, if you were trying to reach out to an audience that is nationwide, it wouldn’t make sense to limit yourself to local jargon.
Nonetheless, before you begin on defining your audience, you must ask yourself; is your website actually attracting the right audience?
Get your video right
We understand that It can seem difficult to know how to maintain the audience’s attention for the whole duration of the video. However, through great hooks, you can keep them wanting more.
When coming up with the script, avoid the temptation of including every small detail about your business/service/product. Think of when you are watching an advert on TV, you get an overall idea of what the brand is and the item/service they are selling in 30 seconds or less… Really understand the key message that you want to get across to your target audience. This will help you cut out the extra and leaves less room for distraction and useless noise within the video.
Luckily for you, people are paying attention to the visuals. Therefore, cutting the script short is much simpler to do when you are able to communicate through your visuals. You must uphold the excitement of your audience through the emotive message behind the images/video you are displaying.
You must keep in mind that your video is not directed at everyone. Understand which video formats resonates the most with your audience. For example, if you are a company who sells beauty products, a How-To video will be more preferable. Or alternatively, if you have a B2B audience, a behind-the-scenes video can help you build trust to your customer. It is really important to speak the language of the audience.
Knowing how to communicate with your target audience
With the advancement of technology, it is no longer common for businesses to communicate a generalised message to a huge unsegmented audience. With so much more information accessible to identify your target audience, it is all about understanding how to integrate your key messages in order to connect with them.
Like mentioned earlier, It is important to have a clear view of what type of audience you are targeting. An audience will interact with your brand in a way which is unique – knowing how your consumers behave will help you provide value in your video.
Regardless of the platform, you choose to put your video, create a story/message that other people want to listen to. Your goal should be to create content that is worthy and authentic enough for people to want to share and stand for what it is you are offering. Ask yourself, if you were your consumers, would you share it.
What is the best way to reach your target audience?
Through market research and analysing your competitors, you can gain a better understanding of what type of communication works well and what doesn’t. You will also begin to pick up what your target audience’s needs are. Speaking to their needs will display that you put them first and will see what you can make their life better and just that little bit simpler.
When speaking to your audience through video, you must remember; you’re talking with them, not at them. Therefore, you shouldn’t focus on why you are the best, but instead focusing on connecting to the viewer. A conversational tone whilst providing reasons why your service/product can make the audiences life better is a much better method than trying to prove your the best.
You want to establish trust and credibility whilst creating an engaging message throughout your video.
Once you’ve established your audience, the next thing you want to know is the right channel to use. Is it through social media, your website, or Vimeo? Alone, or in a group of people? Learn and understand the different platforms out there before to know you are speaking to your target audience.