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Business Blogging
Email Course

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Lesson 1:

Get to know your audience

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Running a successful business blog can be a daunting prospect.

You know that blogging is essential for educating and engaging with your audience. And you know you need to be publishing regular, high quality content in order for your blog to be a success. But where on earth do you start?

Keeping it simple

Well, the answer is surprisingly simple: you start with your audience.

There’s no point choosing your topics at random or writing about what you find interesting, if it’s not going to engage your audience. So you need to direct your focus towards the people you want to attract to your business. What do they want to read about? What will they find interesting? What will they find useful?

This is not a science but rather an empathetic exercise, as you try to work out what your audience would find interesting and relevant to their business.

This sounds obvious but it’s actually surprisingly difficult to put into practice. Let’s dive a little deeper.

Who is your audience?

Your audience is made up of different types of people:

  • First time visitors – those who have found your site through Google or social media.
  • Readers – those who occasionally or regularly read your content.
  • Subscribers – those who’ve signed up to your blog or mailing list.
  • Leads or potential customers – those who’ve expressed an interest in your product/service or are likely to buy from you in the future.
  • Customers – those who have already bought from you, and may well continue to do so.

There’s a big difference between your customers, who already know your brand; and the rest of your audience, most of whom have never met you or done business with you. Your job is to fill in the gaps between these groups.

Generally speaking, your blog posts should be ‘soft sell’ where you give value by educating and sharing your expertise with the goal of building a loyal audience. Regular blogging is a great way to build rapport with your audience as they get to know you through the tone and content of your posts.

Stepping into the shoes of your audience

At Wildheart Media we use an invaluable tool to help our customers identify their audience. This tool enables you to think more deeply and empathetically about your current and potential audience.

So, what is this tool?

Customer profiles

Creating customer profiles allows you to discover who your customers are, what motivates them to buy from you, and how they’re likely to interact with your business. In short, it allows you to step into their shoes.

Using a standard template, you run through a set of questions to dig deeper into the types of customers your business has and build up a persona for each type. This includes questions like:

  • What are their goals?
  • What are they passionate about?
  • How will they be able to afford you?
  • What problems do they have?
  • How does your business help them?
  • How could your business help them in future?
  • What resistance to buying do they have?

Most businesses have more than one main type of customer, particularly if you have several different revenue streams. Taking each type of customer in turn (we’d recommend no more than 3), imagine a particular person and give them a name. These can be based on real customers you actually know, or imaginary ones. Then put yourself in their shoes and answer the questions on their behalf.

This process can be really fun, as you can get really creative coming up with scenarios and information about your customers. But don’t get too carried away – remember to stay focussed on each type of customer in turn, identifying what type of person they are, what their motivations are, why they’re looking to buy from you and how they’re likely to behave online.

Putting your profiles into practice

We believe customer profiles are an essential tool that every business should use to identify who their audience is – even if you think you already know!

When it comes to creating content for your website and blog, customer profiles are invaluable. You can use them to ask “Is this content relevant to customer X, Y and Z?” or “How would customer X, Y and Z react to this content?”

Bear in mind that over time your customer profiles may change, so they are not set in stone. If you’re launching a new product or service it may attract a very different type of customer than your existing business does, so you may want to re-visit your customer profiles and add to or amend them as necessary.

How we do it at Wildheart

At Wildheart Media we created our own customer profiles when we moved into the niche of content marketing for yoga businesses. We identified 2 types of customers who we thought were likely to buy from us – a couple of travelling yoga teachers from France and a yoga studio owner in the US. We then answered questions using our standard template to build up their personas. This was a really fun exercise and gave us a lot of insight into our potential customers!

Because we were using these profiles to inform the content and structure of our website, not just our blog content, we also created a user journey for each customer. Using the personas we’d put together, we were able to outline a typical journey that each customer might follow to find our services online. This was an essential part of the process in designing our website structure, as well as writing the content.

As part of today’s task you’ll be able to download an example of the customer profiles and user journeys we created, as well as a template for creating your own.

Today’s task

I’m sure you’ve guessed what your homework is by now… that’s right! Create your own customer profiles so you can get to know who your audience is. Simply head back to your email to complete today’s task.

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