Many of the challenges that businesses, brands, artists, influencers, celebrities, and more face online have to do with finding and reaching the right audience across channels. The Internet is a powerful tool, but it has become fragmented, crowded and messy, making it hard for businesses to be discovered and found by new and existing customers online.
How can you ensure your business is being discovered on the Internet by the right audiences?
- Know your audience
The Internet has 4.4 billion active users and countless websites and platforms. We’ve reached a tipping point where followers and customers are split across so many places — websites, eCommerce marketplaces, multiple social platforms, the list goes on. Since every platform is so different and nuanced, the way audiences engage, interact, and behave within each platform varies just as much. More than ever before, businesses need to understand how to best speak to existing customers, how to reach new customers and know where they are on the Internet.
While keeping your brandand voice consistent across platforms is critical, the way you communicate with your audiences shouldn’t ever be a one-size-fits-all solution. It’s important to tailor your messaging and calls to action depending on the platform and audience demographics.
It is now more vital than ever for businesses to be data-led and deeply analytical to understand how their audiences behave and respond. Understanding how your audience interacts with your content, how they’re discovering that content, and what is connecting with them best is key. And then, you need to focus on removing any friction from that process.
- Create a seamless digital experience
Once you understand your audience and the various places they are online, you need to make sure that the user experience is one that is seamless, tailored and personalized to them. As industries across all verticals become increasingly crowded, businesses need to create a more holistic online presence that connects their brand to the right audiences from the right places.
Today’s Internet users have evolved and are no longer behaving as they were ten, or even five years ago. The Internet used to be a destination for people to browse, hunt, and uncover things on their own. Nowadays, Internet-enabled knowledge is a given and people’s patience and there is low tolerance of second rate digital experiences that don’t deliver the intel that consumers expect. Your audience isn’t going to dig deep, you have to bring it to them.
While it’s true that content needs to be discoverable, content will only convert when the experience of that is authentic, stress-free and seamless. That’s why we’re seeing an increase in things like image and voice search – these are all audience-centric developments aimed at ease and reducing friction for the user. It’s in this era of the Internet that Linktree was born, acting as the Internet’s contents page – removing barriers to discovery, while still creating personalized experiences.
While Linktree started to solve a simple problem for millions of Instagram users by giving them multiple links for their bio link, it is now taking on the bigger task of simplifying the social Internet and aggregating multiple parts of an online brand in one place. The purpose and the power of Linktree as a tool lies in the ability to reduce friction and facilitate the journey from a click to a conversion by reducing clutter, ensuring the journey of the visitor and user is seamless and simple. Linktree exists to simplify connections on the Internet to help people and businesses better connect with their audiences, seamlessly and simply.
- Be a resource
The average amount of time people spend online per day is actually decreasing, and this means brands have to work faster to capture and hold the attention of their audience, and make it easier to get them where they need to go.
It’s important for you to act as a resource for your audience by providing them with more than just a product. Whether you’re writing relevant and informative blog posts, sharing updates on community happenings, or partnering with like-minded businesses, the most important thing is to keep your content authentic, original, and engaging. You’ve got to be where the conversation is, and be ready to take part in it, in a meaningful way.
Businesses need to form community around their brands – these niches are the new spheres of influence. Aim to be a destination which hosts conversation, rather than pushing out these conversations to your audience. It’s crucial to make sure your voice is in line with what you know about your audience, and to use this voice in all that you do and across all of your touchpoints with your audience, from customer support channels, website content, email communications, to in-person interactions.
- Listen to your audience
If you have a product that solves a genuine problem, it will market itself, and listening to what your customers have to say will create a more engaged audience and an even better product.
We grew Linktree organically by updating and building out capabilities and functions based on feedback and collaboration with our users. In fact, until a couple of months ago, Linktree had never spent any money on paid marketing.
Building our relationships with audience members who we deemed to be influencers within our field was our focus and, as it turns out, very fruitful and crucial to our growth. Our best marketing investment has been growing our product’s capabilities and functionalities based on meaningful feedback and collaboration with our users to offer a product that could benefit a wide user base. So it’s not always the case that businesses need to spend hundreds and thousands of dollars on paid marketing efforts when they are starting out!
- The real art of discovery
Gone are the days when brands and businesses can simply push their messages out to consumers and have them be receptive. Today’s brands are pulled by consumers who are often as digitally savvy as, if not more than, the brand itself. This requires an incredibly granular focus on the customer at every level, and from every part of the business, whether that’s the way we segment audiences, in the usability of products, in the personalization of experience, or in the ways you as a brand can be useful to them as a consumer. Aligning these is what leads to not just a discoverable brand, but one consumers will return to time and time again.
Written by Alex Zaccaria.
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