It’s easy to lose your direction when drafting out your digital marketing plan
One thing you have to keep in mind in order to stay on track is who you’re talking to. Your audience is a group of people, as small or large as it may be, they’re still human beings.
1. Humanize your UX
My favorite quote that I always repeat when talking about web design is:
The website isn’t for you, it’s for your end users.
This concept goes both for freelancers as for agencies. You’re not trying to impress anyone with your website if not the end user.
Trying to satisfy the client is absolutely not our goal. The person who has to convert is the end user.
The more you show your end user that you understand his needs and are trying to give him the best experience he can have on your website, the more probable it is he will return, bring friends and convert.
We already know that a user might land on our website acting on a micro-moment need. But that doesn’t mean they’re ready to click that CTA and give you their credit card number just yet.
You still need to acquire their trust, and as we know from psychology 101, the more we see someone, and the better experiences we live with that person, the better we think of him.
Translating that to digital marketing, having someone come back to our site frequently, and letting him have a good experience on our website, the better the chances he will finally click that “check out” button, eventually.
Therefore you should make sure your navigational elements are user-friendly, your on-site search is as helpful as possible, and your content is clear and easy to read.
2. Know your target audience
Someone once said that talking to the wrong people on the wrong social networks is like shouting in an empty room.
I’ve already talked about choosing the right social media platform for your business to communicate on, but what about the people?
Facebook, for example, gives us a nifty little tool to see information about the audience we can potentially reach, like what they’re into, their demographics and so on.