This article is part two of a ten part series by Wishpond. We explore the business benefits of blogging, and how it can help your online marketing efforts.
Like any good online marketing plan, when blogging for your business, you need to know your target market. This knowledge will give you insight about what your customers want to read, when, and how often. Here is a short checklist to get to know who you are writing for:
1. Review your current customer base
Look at who is currently buying your product or service. Why do they buy from you? Do they have similar interests or characteristics? If so, are there other potential customers like them?
Do a quick analysis to determine who your best customers are. How can you best market to them using written blog posts? What do they want to know about?
2. Check out your competition
Look at your competition. This is getting easier to do with social media. Look at who they are marketing, and what their tactics and angles are. You might want to emulate them, or go a completely different route, to target a slightly different market.
3. Analyze your product(s) or service
As any good marketer would tell you, know your product. How is used? And who would want or need it? You can target some of your blog posts to new markets, by explaining the value of your product to them.
4. List out demographics and psychographics of your target
Take your current customer base, your competitors customer base, or potential customers, and list out that customers likes and dislikes, demographics and psychographics.
List out demographics such as:
Marital or family status
List out psychographics such as:
You can take this one step further, and really get to know you market by creating a persona or two for particular blog themes you are writing. This can create a much more intimate connection between your product blog and your consumer.
5. Define your market segments
Once you have a comprehensive listing of your market, and who they are, define your market in segments. This will help when coming up with themes for your blog.
For example, a business that sells art supplies to re-sellers might segment their market by geography, types of businesses or even how they sell to their consumers (online or offline).
Written by Krista Bunskoek, Director of PR @ Wishpond
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