Sep 7, 2021

Engage Customers Through Tailored Content Marketing

Jon Robinson

Quality content for e-commerce doesn’t always equate to sales. Content without a vision, strategy, or target audience can quickly fall flat, leaving your pockets empty and your business without sales. Marketing your e-commerce site needs to be closely intertwined with your company’s purpose, and customers need to build audience engagement and see your efforts succeed.

You can use many mediums to communicate with consumers, including podcasts, videos, tutorials, email marketing, social media, and more. By identifying your target audience, utilizing the appropriate platforms, and employing the right strategy, you can grow customer engagement and generate profitable leads.

Strategic content marketing is highly effective for engaging with existing customers, and below, we’ll discuss how to build connections and grow your business.

Identify Your Target Audience

Identifying your target audience is essential to achieving tangible results. You want to avoid casting your net too wide and wasting unnecessary efforts on uninterested folks. You’ll need to research who your customer is, what they need, and how to position your product.

When creating your buyer persona, consider the following:

Demographic: This could include age, location, gender, education level, socioeconomic status, and more.

Personality: Do they need to be motivated? Are they skeptical? Lazy? Are they optimistic? Do they have an expendable income? Are they struggling with finances? Knowing these and other traits can help you understand their buying behavior.

Motivation: Are they window shopping, or are they looking for a solution? Knowing this allows you to tailor your content.

Pain Points: What frustrates your customer? Where are they coming up short? Offer a solution.

Preferred Content Channels: If your demographic is under 25, you might want to consider platforms like Snapchat or Tiktok; if they’re older, Pinterest or Facebook might be better.

You can collect data through information fields on your website, interviewing existing customers, and contact databases, to name a few. Strategize and focus on your target audience by brainstorming with your marketing team, collecting insights, and placing yourself in the customer’s shoes.

Learn How Your Audience Consumes Content

You’ll only be able to engage with your customers by knowing how to distribute your content effectively. You could share your content on a website, and it’s possible no one would see it for ages. Distributing your content through the proper channels, where your audience is ready to consume, will offer more effective results.

You can explore industry trends, web traffic, and other data to discern how your audience enjoys consuming content. Consider the following:

  • What is the preferred social media platform for my audience?
  • Does my audience shop primarily on their phones, computer, or in-person?
  • How patient is my audience when it comes to consuming content?
  • What type of content do they prefer (graphics, whitepaper, articles, video, memes)?

Having intimate knowledge of your customer’s content consumption habits can help you deliver your messaging in a palatable format that best speaks to their needs.

Various formats include:

  • Podcasts
  • Blogging
  • Memes
  • Tutorials
  • Email Marketing
  • Social Media
  • FAQs
  • Infographics
  • And anything else you think could help you connect.

By tailoring your marketing specifically to your clientele, you can generate more leads, and ultimately, more revenue.

Strategize Your Content

Once you’ve identified your target audience, you can now focus on tailoring how you present and position your product to solve their needs.

Before plowing ahead, layout clear, limited goals with quantifiable results. Having a plan allows you to analyze your progress and see if you’re on the right track or need to pivot and refocus.

First, brainstorm how you’ll connect with your audience and engage with existing customers.

The Empathy Map

The empathy map is a method to help businesses better understand their buyer’s persona and their needs. The method was developed by Alexander Osterwalder and Yves Pigneur, creators of the Business Model Canvas, which has been considered to be the best business model and management tool in recent decades.

The Empathy Map takes a comprehensive approach to understand your buyer’s personality.

What do they think and feel?

  • Major concerns
  • Big aspirations
  • Daily obstacles - How does your brand fit in their lives?

What do they say and do?

  • Appearance and general attitude
  • Behavior towards others - How does your brand connect with who they are?

Who are their influencers, who do they listen to?

  • Family
  • Friends
  • Coworkers -Who do they trust

What do they engage with and look to?

  • Environment
  • Social Connections
  • Market trends - how does your brand relate to them?

Discouraging Factors

  • Fear
  • Obstacles
  • Frustrations - how can your product solve their problems?

Encouraging Factors

  • Success criteria
  • Desire
  • Needs - how does your brand help your audience?

Once you’ve created an in-depth analysis of your target audience, their needs, thoughts, desires, etc, you can create a strategic plan to connect and engage.

Consider the following:

Create a Plan

  • Who is your audience?
  • How will you deliver content - will you achieve this by creating a podcast, live streaming video, social media campaign, email marketing, infographics?
  • How do you plan to measure results?

Position Your Brand

  • Why is your brand the best choice?
  • What makes your brand unique?

Highlight Brand Value

  • What value does your brand bring to the table?
  • What makes your brand and value stand out from the crowd?

Business Case

  • What goals are you aiming for?
  • How will your strategy help you attain your goals?

Keep in mind while you’re considering these questions to keep track of your progress so that you can analyze your efforts down the road. Seeing tangible results will provide insight into your failures and successes, what you’re great at, and where you have room to improve.

Ask For Feedback

There is rarely anything more valuable than insights straight from the horse’s mouth, and a large part of improving your strategy will come from listening to what your customer wants. You can review live chat transcripts, follow up through email, engage through your Instagram stories, conduct surveys, analyze sales calls, monitor social media, and more.

Understanding what your customer thinks, why they like your product (or why they don’t) can be enormously insightful when strategizing how to engage your audience.

A few reasons to capture customer feedback include:

Customer support: Whether your consumer is frustrated or satisfied, the feedback will be valuable. Negative feedback can help you grow, and positive feedback can help you know where you can capitalize.

Promotional Content: A great way to persuade consumers to buy or try your brand is to highlight how other customers have enjoyed your product. Transforming genuine feedback into promotional content can be marketing gold.

Qualitative details: Quantitative results are excellent because numbers can be easier to analyze, but some thoughts can’t be translated numerically. Knowing how your content, brand, or product is helpful or even forgettable can help you evolve.

Key Takeaways

Creating an excellent product is an outstanding achievement, but producing something useful won’t be worth the while without effective communication. Value can’t be appreciated if no one can see its worth, so creating a thoughtful content marketing plan will be key on your road to success.

Remember to focus on who your audience is, how they digest content, cater to their needs, and listen to what they have to say. Employing a comprehensive, empathetic approach will help you connect with your audience, engage with their needs, and put you on a path to lucrative results.


Photo by Maxim Ilyahov on Unsplash

About the author
Jon Robinson