Understanding Your Digital Audience and the phase they are in | Benchmark Search Conference 2015
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Transcript of Understanding Your Digital Audience and the phase they are in | Benchmark Search Conference 2015
1
Speaking
TrainingPublishing
Consulting
Understanding Your Digital Audience and the phase they are in
www.stateofdigital.com -‐ www.basvandenbeld.com -‐ www.linkdex.com -‐ www.momentology.com
European Search Personality2015
Bas van den Beld
@basvandenbeld
@basvandenbeld @stateofdigitalBas van den Beld – 2015
Partly because of them I’m pretty active on Social Media
@basvandenbeld
@basvandenbeld @stateofdigitalBas van den Beld – 2015
I also share a lot of work related stuff
@basvandenbeld
@basvandenbeld @stateofdigitalBas van den Beld – 2015
Why do I see some things and don’t see others?
@basvandenbeld
@basvandenbeld @stateofdigitalBas van den Beld – 2015
We are looking for the attention of one with many
@basvandenbeld
@basvandenbeld @stateofdigitalBas van den Beld – 2015
And to think our attention span is less than that of a goldfish
@basvandenbeld @stateofdigitalBas van den Beld – 2015
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Un Aware Researching Phase
Buying phaseAwarenessphase
We are focusing our efforts here
@basvandenbeld
@basvandenbeld @stateofdigitalBas van den Beld – 2015
If you want ‘success’ in social, search or digital marketing in general…
@basvandenbeld
@basvandenbeld @stateofdigitalBas van den Beld – 2015
…so you will have to communicate how your audience communicates…
@basvandenbeld
@basvandenbeld @stateofdigitalBas van den Beld – 2015
…this means you need to understand your audience
@basvandenbeld
@basvandenbeld @stateofdigitalBas van den Beld – 2015
You REALLY need to understand your target audience
@basvandenbeld
@basvandenbeld @stateofdigitalBas van den Beld – 2015
Remember: There is no “average user”.
People approach the buying process in different ways
@basvandenbeld
@basvandenbeld @stateofdigitalBas van den Beld – 2015
Understand the different types of audiences
@basvandenbeld @stateofdigitalBas van den Beld – 2015
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Seekers
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Those looking for informa`on on a topic
Amplifiers
Those sharing, making you visible for others
Joiners
Those who are addicted to you (signing up)
Buyers
Those that buy from you
@basvandenbeld
@basvandenbeld @stateofdigitalBas van den Beld – 2015
Each audience type has its own behaviour and needs their own strategy
@basvandenbeld
@basvandenbeld @stateofdigitalBas van den Beld – 2015
Understand where they are in their buying process
@basvandenbeld @stateofdigitalBas van den Beld – 2015
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Un Aware Researching Phase
Buying phaseAwarenessphase
Social Search
@basvandenbeld
@basvandenbeld @stateofdigitalBas van den Beld – 2015
Truly research your audience before creating anything
@basvandenbeld
@basvandenbeld @stateofdigitalBas van den Beld – 2015
Find out what they say, need and read
@basvandenbeld @stateofdigitalBas van den Beld – 2015
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Sources
Social Media
TwitterQuora
Google+ Linkedin Groups
Facebook groups
Slideshare
Websites
Competitors
industry sites
where audience is
Your own data
Analytics
Shares
ideas
Other data
Search trends
Trending
@basvandenbeld
@basvandenbeld @stateofdigitalBas van den Beld – 2015
Create content for every part of the cycle
@basvandenbeld @stateofdigitalBas van den Beld – 2015
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Un Aware Researching Phase
Buying phaseAwarenessphase
1 2 3 4
@basvandenbeld
@basvandenbeld @stateofdigitalBas van den Beld – 2015
Yes, phase ‘unaware’, but they are ‘friends’ for live…
(1)
@basvandenbeld
@basvandenbeld @stateofdigitalBas van den Beld – 2015
Continuously understand your audience and where they are in their funnel
@basvandenbeld
@basvandenbeld @stateofdigitalBas van den Beld – 2015
Not every piece of content needs to sell
@basvandenbeld @stateofdigitalBas van den Beld – 2015
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Thank you!www.stateofdigital.comwww.basvandenbeld.comwww.linkdex.comwww.momentology.com