On Friday, May 8, we hosted the first of our four-part Digital Marketing Webinar Series. Isabella Pedicone, Senior Program Specialist with Arrowhead Center, led the “Your Personal Online Strategy” webinar, which focused on discovering target online audiences and appealing to their needs and values through pleasant online experiences for customers.
Define Your Target Audience
This webinar highlights how online business spaces, websites, and social media, can offer different access and convenience for existing customers and can also invite new potential customers who might have found your business through space they are familiar with (i.e., social media), or those who are seeking out a product or service to satisfy a need they have. Pedicone suggests conducting interviews with target groups as well as doing some secondary research, to understand pain points of customers and how your business can address these. This research will not only help to plan out online spaces but will also help to identify who your target audience is and what they value.
Build Custom Experiences and Build Trust
Once an audience is identified, the next step is to shape the online experience to match them and their needs. In this, the most important aspect is to build trust. This can be accomplished through making them feel confident in your expertise, assurance in the quality of products or services, accurate descriptions, and that you are able to resolve any potential issues that could arise.
In the creation of your online presence, it is important to consider the ease of use for customers. This can be done through ensuring easy to read content that is free of spelling and grammatical errors, removing any roadblocks they might encounter, and making the space easy to navigate.
Competitive Analysis: Define Uniqueness
The webinar finishes by discussing the importance of discovering your competitive advantage. This can be done through competitive analysis, researching similar businesses to see how your business is different. Observe their digital presence and the content they share as well as how they interact with customers. This analysis can help you to capitalize on the uniqueness of your business and the approaches you will take to make people care about your product or service and ultimately, choose you.
View the presentation below!
The post Your Personal Online Strategy appeared first on Arrowhead Center.