We all know firsthand how valuable audiences are to marketers. They can help us portray our client, outline demographic information, and more. However, the persona has no way to explain the context – what does the person actually experience at the moment when they encounter the content? If you want to run campaigns that truly connect with your audience, you need to be more specific and go beyond personas. You have to agree to the use of tools to better penetrate their space.
Context and its features
Context is a channel that is designed to close a deal, picks up warm customers who are already looking for your service, even if they are not yet aware of it. It works on the user’s request history.
The contextual method, in contrast to the targeting method, is simpler and clearer, because it works for those who are already looking for you on the Internet. But this way, you limit your traffic, and do not tell people about the company, who may not yet know that you are vital for them.
The context works with requests, but direct is often not enough. Then you have to connect near-target keys. For example, the keywords “buy / order a laptop” will not be enough for customization, since there will be a lot of competitors. To reach the top, the nearest keywords are connected: “compare prices for laptops”, “review of laptops”. Sometimes non-obvious keys are also connected, say “buy a laptop” can also help the recipient stay on the laptop after he sees the price for his request. For each individual case, it is worth choosing individual tactics, which are initially included in the marketing plan.
When you work with context, your target audience is already interested people, so the description should contain a key request and a call to action. Here the task is to make the recipient choose you, among many others.
Context is most effective in such cases:
- The demand for services or goods has already been formed. Popular positions are well known to users and are in regular demand.
- Personal target audience has not yet been formed. It happens that it is impossible to immediately assess a potential client, it is not known who exactly may be interested in the goods. You just have to find out which category of the population will be interested in your products.
- Your services are in demand, but they are not often used. This applies to real estate campaigns or car distributors.
- You offer elite products, rarities, antiques. Expensive positions are designed for a group of people with an income above the average, but people of different professions, gender and kind of hobbies can do this.
- Complex services (deep resource analytics, B2B), since it is impossible to single out a narrow range of potentials here.
- For resources whose offers are not ordered online. These are building materials that go into account, doors, gates, metal structures, pipelines, cabinet furniture. Such resources exist for review, preliminary calculations, and the deal, as a rule, is in the office.
If we answer the question of whether the context of the audience is important, then we can say that of course it is. Therefore, in order to better understand your audience, the following tools can help you:
- Keyword planners. You can start the SEO Keyword Planner, pick some phrases and fill in your content to earn organic traffic. These tools will help you understand the specific language your audience is using. Focus on phrases that read like questions and answer those questions to provide immediate value.
- Google Trends. After researching your keywords, enter them into Google Trends to see what else you can learn about the people using those search terms. See what geographic location the search is coming from, what time of year, week or day the number of searches increases.
- Popular content. Search Google using terms you define to see how other companies are answering relevant questions. Knowing the challenges your customers face is just the first step to developing campaigns that connect. Step two is understanding what your audience thinks about their problems and using effective emotional writing.
- Show, but don’t tell. The easiest mistake you can make when writing emotionally is to just go out and say that you are doing it. Don’t tell people how they feel. Instead, imagine how they would rather feel.
- Resonate, but not exploit. To prove the need for your service or product, you must evoke, not exploit, emotion in your audience. It’s easy to use the strong emotions of worry, anger, fear in customers to sell, but it all feels fake. Instead, show them that you understand their emotions and maybe even share them with them.
We hope this article was interesting and informative for you. Stay tuned!