Everyone understands that Disney cartoons work well because they reach adults on one level and children on another. The art is achieved by giving different audiences what they want when presented with the exact same thing! This marketing technique is important to understand for almost every industry.
In the case of your website, the different audiences may be:
- A thorough viewer versus a scanner
- A methodical purchaser versus an impulsive one
- People who require different types of service
- People who require different levels of service
A website designed to capture different audiences must work on different levels. In order to accomplish this, begin with a clear marketing agenda - one which describes and prioritizes each sought-after audience. Even a great looking website is not apt to attract and convert viewers if it’s not combined with a strong marketing strategy. Once you have established an agenda, here are six ways you can be sure you are addressing your varied audience’s attention:
1. Think like the people who need the products and services you offer
- What do they need to know in order to make a decision?
- What are the salient points that will help them make their decision?
- What do you offer that your competition does not?
2. Provide clear navigation
Remember, when people begin looking in the wrong direction, it is much less likely that they will continue their search. Hence, they never contact you. Make it clear who you are addressing, whether it be individuals, families, businesses, etc.
3. Organize trails for your most desired audiences to follow
Once you establish how people may want to progress in their search for information, provide easy-to-follow pathways in order for them to do so. Each audience needs a clear direction. For instance, a marketing director may seek website support while a small manufacturer may want an entire marketing plan, complete with branding, website development and advertising promotion. If you are set up to service either, each will need unique paths -- even though those paths will probably intertwine.
4. Prioritize your messaging
Some people only want to see headlines and images until they find one particular topic they are interested in. These are the scanners, and you need to make the experience rewarding for them.
Others like to read all the copy in a thorough progression. These are often serious buyers. The experience needs to be rewarding for them, too. For most people, sub-headers, icons and call-outs are helpful ways to pick out what they want to read, and their interest in the content will determine how much they do.
5. Tailor your content to your audience
Yes, you need to maintain brand integrity. But within that branding, use copy and images that resonate with the audience you are addressing. A person looking to buy insurance has a different orientation if it is car insurance for their teenager versus someone seeking flood insurance for their business. Subtle changes in the way you approach each can work well to ease their concerns.
When the content is the same for all audiences, make sure it is relevant to all.
6. Whet the interest of your viewer
Intriguing images and compelling photos grab attention. Questions and incomplete information with an offer to learn more keep website viewers clicking. Where a visitor is somewhat satisfied and interested in learning more is an effective place to position conversions, or calls-to-action.
Different audiences make decisions at different points in their research. It is wise to be ready for the early converters and provide enough grist for those requiring more time and info to decide.
Websites are generally designed to be open to the public. As such, the same content is presented to all. The more you can craft content to be relevant to all your intended audiences, the more positive response you are likely to achieve.
Archer is dedicated to building well-designed websites that are based upon and integrate the marketing strategy of a client. We are proud that our clients profit from our upfront dedication and extra efforts.