Aside from the visual impact of your web presence, your company name and slogan, your corporate blog is the single most important audience-building opportunity you have as an organization.
While microblogging is a great way to get clicks and views, the signal-to-noise ratio is incredibly high, and platforms tend to be ephemeral. No one reads every tweet or looks at every Instagram post from the brands they follow.
Audience building means creating a much stickier interaction with potential customers or clients by actively soliciting their subscription or loyalty to your blog.
Target Audience Market Research
Before you relaunch a corporate blog, take a step back and work out a blog strategy that includes both the kinds of content you want to feature on your blog and how you plan to go about building a blog audience.
If you haven’t nailed down your buyer personas, you need to go back to this step in the communications strategy process and dig deeper. Make sure you know the basics about your ideal customers, like age, gender, location, income, and education levels.
This is the step most people struggle with the most. You’ve created a great product or offer a great service, so everyone should buy from you, right?
Wrong. You really need to do some market research. You also need to compare your initial conclusions with the evidence you acquire as you start to make sales.
For instance, if you are marketing a book set during WWII, you might conclude your primary audience was female baby boomers (since most readers are female). As they age, they reflect on their own youth and the contrast between their era and that of their mothers.
You might find, however, that this was a faulty premise, and that the book resonates more with those less familiar with the second world war, who haven’t grown up listening to their parents’ stories about rationing, air raid shelters, and what was branded as the war to end all wars.
The details you really need to acquire are the why: what goal does your customer want to achieve and what problem is it they’re trying to solve? Who influences the decision to purchase?