Today, in an ever-competitive market place where consumers are being pulled from pillar to post by thousands and thousands of businesses trying to capture their attention, cutting through the noise and connecting with your audience can feel like a towering impossibility.
If you’ve been struggling to encourage more engagement from your ideal customers, we might just have the perfect solution for you. Read on and we’ll tell you more about how you can build a loyal audience by offering high-value solutions.
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Understand your audience and what their biggest problems are
The first and most critical step is to truly understand your audience. Besides the typical age, gender, and location, what are their biggest problems? What really grinds their gears?
For example, an SEO agency in Miami would typically target other businesses who are looking for lead generation solutions, given that it is the most difficult and expensive thing to master in marketing.
But it goes deeper than that; their typical ‘ideal’ client will want:
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More qualified, ‘ready to spend’ customers to their website.
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Higher conversion rates (including the other key marketing metrics).
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At a fair and affordable price.
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From a reputable SEO agency, they can trust.
So, how can they go about connecting with their audience on a deep and meaningful level? How can they establish themselves as a trustworthy agency worth a second glance?
First they need to thoroughly understand their ideal clients’ needs. Following that, they need to demonstrate this understanding through their actions…
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Create high-value content that speaks to these needs
In order to build a loyal audience, you need to provide them with high-value information. Using the same ‘SEO agency in Miami’ example listed above, they could create a FREE eBook on their website with “Everything you need to know about mastering local SEO in Miami” (as an example).
Clearly, this will be a powerful resource because it is relevant to their ideal customer’s needs. And in providing this information for free, it will build trust and authority.
Of course, the saying: “If you are good at something never do it for free” makes this approach seem counterintuitive.
However, the important thing to remember is that the agency wouldn’t technically be giving way their services for free. All they would be doing is demonstrating their authority by sharing high-value information that their audience can choose to put into practice if they wish.
Some of their prospective customers will take the free information and run. True. Others however, will recognise the fact that this is an SEO agency worth investing their money with!
Additionally, if they have a comprehensive blog that is chock-full of all of their target audience’s most frequently asked questions—and publish new content regularly—their audience will come to rely on them as a source of quality information.
“Build it and they will come” takes on new depth and greater meaning in this regard.
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Have a clear and unique value proposition
And of course, it doesn’t matter how much free, high-value information you give away, you’ll never be able to convert your website traffic into loyal paying customers if you don’t have a clear and unique value proposition.
What is it that sets you apart from the competition? What will your prospects gain, truly, by choosing you over everyone else?
You can’t just say that you are the bee’s knees and expect people to believe it. You genuinely need to provide a powerful solution that will be all but too awesome to resist!
Final thoughts
Let’s recap with one last example. Let’s imagine that you are dating two people at once and trying to decide which one will make the perfect life partner:
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The first person is attractive and fun, but they don’t really seem to understand you or your needs.
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The second person is attractive and fun, and it feels like they can read your mind!
Who would you choose?
The fact is, the modern consumer needs to feel seen by a prospective brand before they can comfortably invest in them. And if you wish to keep your customers coming back time and time again, you must make it worth their while.
Understand their problems and consistently offer them practical solutions and they will reward you with their loyalty.