Many companies may find themselves in a position where they have checked off all of the boxes to building their online platform. A website has been set-up, social media pages have been created, and perhaps your team has even started a company blog. But where do you go from here? Is your platform building an engaged audience that is likely to become a loyal customer?
Here are three key points to keep in mind as you focus on building your audience in 2024.
- Quality over quantity. As your team looks to build your audience online through social media pages, blog followers, and newsletter subscribers, focus on the quality of your audience over the quantity. While it can be exciting to see large numbers of followers, the focus of your marketing should be on building up a targeted following. Set aside time with your team to establish who your company’s primary customer is. What do they value? What can you offer them that is unique and will set you apart from the competition? What demographics are you targeting and how can you cross-promote with other companies?
Many marketers get caught up in finding a way to grow as quickly as possible. However, it’s important for your small business to stay focused on the customers most likely to convert to sales. Invest your time and money in finding and engaging with them online.
- Provide valuable content to your audience. Once you have taken the time to develop your brand’s presence online, it is important to develop a strategy for how to maintain a relationship with the customers that find you. Engaging with your brand for only a short window and losing interest in your business will cost you money as you have to keep acquiring new customers. Consistency is key. Develop a content plan and stick with it.
It takes time and intentionality to create a long-term marketing strategy that will build a loyal and engaged audience. For many companies, developing a content strategy that meets a need their audience regularly faces is a good investment in time and resources. For example, your team could help others in the industry stay up to date with the latest news or changing regulations. By becoming a hub of information, your audience will be engaged and loyal to your business. Take the time to brainstorm with your team what your target audience needs and how you can become a resource for them. It may feel as though you are giving something away for free, but it will pay off in the long-term as they see you as a leader in the industry.
- Build your own list. While having a large social following is fantastic, keep in mind that you don’t own the platforms that run those pages. Facebook, YouTube, etc. are all owned by other companies. It is important for your business to cross-promote on your own brand pages to build up your own newsletter or blog following. By building up a list that you own, you will be helping to ensure that you don’t lose the relationship with those customers that you invested in. Remember to post on social media encouraging followers there to subscribe to your newsletter. Consider offering them a free download in exchange for doing so. What resource could you offer them that would grow your newsletter list? While building up a large social following can provide incredible returns for your business, prioritize your own list as well.
If your team needs help developing a marketing plan for your online presence, we can help provide you with ideas to that will build your audience and convert them into loyal customers. Reach out to On Your Mark Transportation to learn more about how we can partner with your team.
