How to engage your target audience by blogging

Digital marketing has evolved. Traditionally, business would engage their audience with a 30-second ad on TV, radio or on a double-page spread in a printed publication. Your audience would see or hear your advertisement, then move on. Today, in the technological world we live in, the marketing climate has become more digital and much more personalised.

One of the best ways to build brand awareness is to start conversations with your audience regularly and you can do this through blogging. Having a business that offers really good products or services is great but, your audience needs to know that you exist. Consistent blogging can help you build a relationship with your audience, providing relevant information that gives them real value. Blogging can encourage your audience to engage with you, allowing you to find out how to improve your products and services to best serve your end goal.

The benefits of blogging are vast and include one of the most important marketing goals to achieve – connecting people to your brand. People want to feel as though the brands they love also understand them and are there to make their lives easier by guiding them to the right solutions for their challenges. Blogging allows you to create a personality for your brand and gives people a sense of what your brand stands for and is all about. You don’t need to be overly clever or creative, just authentic and relatable.

Blogging-for-business 

Blogging for your business can help you keep up with the changing needs of your audience and potential customers. Adding blogging to your digital marketing strategy can aid your business in many ways. 

Here’s how:

• Blog and site on the same domain – Building search engine optimisation (SEO) value means ensuring that your blog lives on your website – when people search the keywords in your blogs, they’ll also land on your website, raising awareness of your brand.
• Boost your SEO – Blogging may seem challenging considering how often you need to do it to stand out but, once you get into the swing of it, you’ll find that a digital marketing strategy without it, is lacking. Writing something new every so often that speaks about how your product or service can solve the challenges your audience face, can easily boost your SEO.  A business that creates consistent blogs is also providing search engines with fresh, new content to index. Well-crafted blog posts can house relevant keywords that consumers use to search for the products or services you offer.
• People connecting other people to your brand – Writing relevant, alluring content makes your business stand out in your industry. When you understand your brand and understand your audience, you can bring them together in an aptly written blog post.  When your audience likes what they read they can open the conversation up to more people on social media platforms. Each of your blog posts must have the relevant social media links that make the post shareable.
• Routine blogging schedule – People who enjoy reading blogs are always looking for something new to read. Create a routine schedule to post your blogs – whether it’s daily, weekly or monthly, decide what works for you. Have a few blog posts lined up at all times to stick to your schedule. You must also ensure that the time between blog posts isn’t too long as this will get you consistent traffic that will keep you top of mind. Posting consistent blogs can also allow you to take on blog subscribers who will be loyal to your schedule.
• Add a call to action – This is marketing 101, you present a challenge your audience has, you inform them of the solution you have for their challenge, then you tell them exactly where to get that solution. Each of your blog posts should carry a call to action that will maximise your potential for conversions.
• Make your blog mobile-friendly – With the billions of hands holding mobile phones every day, having a mobile-friendly site exposes you to a bigger audience.

Find your unique voice and use it in your blog posts – even going as far as putting a name to each of the blogs posted to give your audience the sense that they’re speaking to a person, one on one.