Connecting to your target audience is a daunting task. But what if I told you it didn’t have to be?
Like any relationship, forging a genuine, meaningful connection with your buyers takes time and effort. But once you do, you will begin to reap the rewards: you’ll be able to promote yourself to an appreciative audience that is clamoring to do business.
So, how do you get there?
First, you must understand the type of pain points your audience aligns themselves with.
Pain points are the specific issues your audience faces that your products or services can solve. Identifying these pain points – and speaking to them in your marketing – is key to bringing new customers into the fold.
Traditionally, there are four different types of pain points:
- Financial Pain Points: Your audience is trying to find a way to save money, as they are currently unsatisfied by how much money is entering or leaving their pockets.
- Productivity Pain Points: Your audience is looking to save time, or rather, to use their time more effectively.
- Process Pain Points: Your audience is in search of a more effective way to solve their problems.
- Support Pain Points: Your audience currently lacks support they need during their customer journey.
Once you identify which pain points resonate with your audience, you can better position your business to appeal to their wants and needs.
Finding Your Audience’s Pain Points
Now that you know what you’re looking for, you can start doing a little investigating.
Depending on the time and resources at hand, there are several ways to go about understanding your audience’s pain points.
Customer interviews are invaluable. Nothing beats talking to your audience one-on-one. But if you’re short on time, or don’t have access to real customers, a good place to start is with customer testimonials and reviews (on Google, Facebook, HomeStars, etc.)
As much as it’s nice to relish in complimentary customer reviews, it’s important to view the negative comments as well. This way, you can identify areas of improvement. If your customers have provided reasoning behind why they are dissatisfied, you’ve found a pain point!
After you’ve reflected on reviews of your product or service, it’s time to turn to your competitors. What are they offering their customers that you are not? What pain points are they addressing?
Look at their reviews, along with their website copy. Doing a Google search will also prompt their ads to pop up, which is a good opportunity to look at how they are appealing to their customers.
Addressing Pain Points
So, you’ve found your pain points. Now you must tailor your copy to suit the needs of your audience. Target your audience based on their pain points, and you will start to build a connection between them and your product or service.
- Financial: Highlight the money your customers will save by switching to your product/service.
- Productivity: Emphasize that by switching to your product/service, customers will also be saving time and their frustrations through user-friendly technology.
- Processes: Discuss how your product/service is the most effective, reliable, and convenient way to solve their issue.
- Support: Be present in every stage of the customer journey by helping your customers, both new and secured. Use inclusive language and emphasize that they are more than just a customer to you.
Add to Your Copy
Now that you know how to address pain points, we have a few extra tips for you to incorporate into your marketing copy to help prospects realize how great your business is.
In this case, qualitative data is much more valuable compared to quantitative. Each customer has an individualized experience, meaning they all have their own different pain points. One customer is not going to share the exact same problem as another, though it can be categorized into larger ideas like the ones discussed above.
At the end of the day, your audience is not going to remember the number of customers served or percentage of satisfaction – they are going to remember the stories behind customer success.
This can easily be found through use of customer testimonials, as it gives prospects confidence to continue their customer journey with you. By seeing displays of trust between your business and customers, prospects will expect to have a similar experience, one where they are supported.
Make a Lasting Connection To Your Audience
Building a connection with your audience is vital to the growth and survival of your business. By no means is it an easy task, but the effort you put into this relationship will pay off in time. Now that you understand how to find your audience pain points and address them, you can get started on nurturing a relationship with your customers.
When in doubt, just ask yourself: what do my customers need and how will I provide it for them? Reach out to us to start connecting to your audience and attracting qualified leads now.
LinkedIn is a powerful and under-utilized social media.
It is a gateway to company executives, business-driven people and many other influential users.
Because LinkedIn’s Ad targeting strategy is so comprehensive and has so much data from users to take from.
LinkedIn is set apart from other social medias because it is made up of:
- 500 million active users
- 45 million decision-makers
- 73 million senior level executives
Now that you know the impact LinkedIn Ad campaigns, it’s time to find the best targeting options for your needs!
1. Sponsored Content
Sponsored content on LinkedIn is native ads that you come across when scrolling through your feed.
The goal of sponsored content is to engage viewers quickly while simultaneously delivering the objectives of the ad.
Sponsored content builds relationships through the use of relevant content based on the LinkedIn algorithm. This has been proven to be an effective method of creating leads and engagement. In fact, 25% more consumers look at sponsored content than display ad units.
LinkedIn is great for sponsored content because of their audience targeting software. You can build you perfect audience using your own profile’s audience. You can even move beyond that target audience using LinkedIn’s Audience Network.
The best part is that you can follow the campaign performance within the LinkedIn Insight Tag.
2. Sponsored InMail
Sponsored InMail is used for your core audience.
Using LinkedIn’s messaging system, you can send custom messages to the active members. Think of this type of advertising to be similar to a newsletter.
55% of organizations give their personalization efforts a grade of C or lower, this is the perfect method to change that.
One of the best features within sponsored InMail is the call to actions. These CTAs are optimized for conversions and leads. On both mobile and desktop, the CTA is always visible while the user scrolls, giving them every opportunity to go further down the funnel.
Not only is it viewer friendly, but it’s user friendly too! Anyone can have a perfectly formatted layout without worrying about its responsiveness. InMail automatically formats the content you provide it to look good on any screen.
3. LinkedIn Text Ads
This is a perfect choice for those looking to expand their reach within LinkedIn without breaking the bank.
Text Ads are simple ads on the right side or top of your LinkedIn desktop feed. It is what it says it is: text and a small icon to accompany it.
Create a text ad using bids based on pay per click or cost per impression. You control how much you want to spend.
How can you make the most of text ads?
You will always get the best results if you have accurate audience targeting. When creating your ads, in order to tailor the ads to the desired audience consider:
- Using creative visuals
- Using CTAs that link to a landing page that also matches the ad
- Continuously test and make adjustments, 3-4 ads in each campaign is best practice
When it comes to running a LinkedIn ads campaigns, there’s no set way. It’s all dependent on who you’re targeting and what you want out of the ads. LinkedIn allows you to take control of everything, even your own profile, and get the traffic you want.