Do you know where your customers are spending their time?
I don’t mean geographically, I mean where they like to spend time online and in the real world. What they’re watching, reading, listening and who their influencers, or trusted sources and friends are?
When we start a new PR and social media campaign, we spend time getting to know who our clients’ dream customers are. More importantly, we research where they spend their time online.
We look into their likes, hopes, fears, dreams by asking them questions. If it’s a brand new launch, we listen carefully to what your target customers are saying and who they follow on social media.
Then we often ask audiences what they read, watch, who they trust to deliver content, who they’re listening to.
We do what I like to call an audit – or would perhaps best be described as a professional stalking exercise – where we look at which groups they tend to join, which media they tend to buy in to and which bloggers or influencers they trust.
This gives us an unbelievable amount of detail about where we should try to get our clients talked about. Who your customers listen to and how to influence their buying decisions.
This initial research phase takes a bit of time, yet it consistently delivers the best possible value for money with our clients’ profile raising campaigns.
We now have information that helps us know how to write for your customers, what type of language to use, tone of voice, which influencers to collaborate with.
It also helps us to define where to focus our efforts on social media. Some customers prefer LinkedIn whilst more creative audiences prefer Instagram. You might like Facebook whilst the next person might prefer twitter.
When we know more about the customers we’re trying to reach, we can be smart about where best to spend client investment.
So, what do your customers read, watch, listen and who do they trust? Let me know by adding a comment below.
Here’s to raising your profile in the best (and most cost effective) ways,
Rachel Clark runs Wrapped PR, a PR + content agency that helps companies become famous by offering truly great content, whether on the web, via social, blogs or in the press, radio and TV.
She works at a strategic level to diagnose issues and identify opportunities, then shapes content to help deliver your business message. You can find her on Twitter @rachelmclarkpr