When moderating your next panel discussion, here are 17 thoughtful questions to ask (plus some great tips on creating your own).
1. Recognize your target audience
For their most popular articles, TAR Productions, a video production firm, had between 260 and 1,300 visits each month. Nevertheless, they weren't generating any top-notch leads from their traffic.
When content marketing company Grow and Convert looked at it, the issue was clear. Although they spoke about making films in their postings, their ideal customers weren't doing it. As a result, their work attracted other video production firms rather than their desired clientele, who would never hire them.
The similar error is made by many small enterprises. They produce material for people who are similar to them rather than for their intended audience. For instance, a company that writes about conversion rate optimization (CRO) will draw in CRO specialists, whereas a company that writes about shooting stunning images will draw in amateur photographers.
To effectively sell to your target audience, you must identify who they are in detail. This should be simple if you've done your market research and developed client profiles. You'll already be aware of your intended audience.
For instance, if you have a photographic studio in Singapore, the following people would be prospective target clients:
Millennial couples getting married in Singapore, aged 25 to 35.
Don't yet have a statement like this about your target audience? Not to worry. Create one for your company using the instructions below.
2. Strengthen what is currently effective.
Nobody has unlimited resources, hence nobody can apply every marketing strategy known to man.
You must thus deploy your marketing efforts appropriately.
The easiest approach to do this is to increase spending on the strategies that are already producing results. By developing standard operating procedures (SOPs), recruiting more staff, purchasing equipment, and other measures, you may expand the channel. Do more of what is giving you results if it is.
You must monitor your marketing KPIs if you want to know which channels are effective. If you already carry it out, great. If not, there is always time to begin.
Or you might just ask your recent clients how they heard about you:
3. Discard strategies that don't work.
In the same way that investing more in what is effective also makes sense, so does cutting back on ineffective investments. Avoid attempting to compel a channel to work for your company. Make good use of your resources.