Is your niche the same as your audience?

Tuesday, January 16, 2018

Audience, target market, niche, which is which and what means what? Much of the time these terms are used interchangeably, but they are not all the same. Simply put by marketing guru Michael Port, “Your target market is the group of people you serve. Your niche is the service you specialize in offering to your target market.” Audience is similar to target market, but let’s look at each alone.

  • Audience - This is the largest of the three. Your audience is the group of people you aim your marketing at in general. For example, if you are in the Health and Fitness industry your audience, is all those who have an interest in keeping fit and healthy.

  • Target Market - Within your general audience you then have a target market of people who may be interested in what you provide - they also may not be interested. So again, within the Health and Fitness industry you may target runners and the items or advice they need for running.

  • Niche - This is the ‘why’. Why are you doing what you do? What problem do people have that you can help solve? To narrow the example down again, your niche in this area may be runners who are mums and dads.

In regards to the content you produce for your business, it can also be aimed at each of the three - the wider audience, a more defined target market and then a smaller section again - a select niche. If we use the above example of the Health and Fitness industry, content writing topics for you may look like this - 

  • Wider Audience - 5 simple steps to staying fit and healthy.

  • Target Market - 5 ways running helps you stay fit.

  • Niche - 5 tips to fit running in around work and family life.

When providing content to your readers, you must decide who you are writing to from the start and which segment of potential customers you wish to aim at. For all of these three levels, the common thread is the same - you want to educate (eventually sell) directly to those most likely to buy.  

Whether it’s a broad audience or a select niche, we can help define your content marketing. To find out more, contact us

Has Video Killed the Blog Writing Star?

Sunday, June 18, 2017

Just as the Buggles predicted Video would kill the Radio Star, can we say the same about Video overtaking written content?

Video content seems to be everywhere and everything when it comes to marketing right now. According to Cisco it currently accounts for 69% of all consumer traffic on the net, which is predicted to rise up to 80% by 2019. In our fast-paced society, videos are quick to watch, naturally engaging and easily absorbed by consumers, so why wouldn’t they be the next big thing to attract potential customers? But, has video killed the traditional blog?

Video Content

It’s trending for a reason – humans love visual input! (Netflix binge, anyone?) But, just as with an Academy Award Winning Drama, quality trumps quantity.

Video content must be top quality to make the biggest impact and it needs to really connect with the viewer so they feel compelled to share.

The time it takes in shooting, re-shooting and editing videos can become inefficient and costly, unless you can commit to a strong video marketing campaign.
Still want to do video but afraid of poor quality letting you down?

Snapchat is THE place for “Behind the Scenes” clips, making it more forgiving for self-filmed video. Add this to the power of it being the platform with the largest usage, but with (currently) small business sector uptake, and you can capture the attention of your market with little competition. 

“When you’re on Snapchat, you’re in Snapchat, you’re not in a news feed, you’re not scrolling down…it’s a completely controlled environment. You’ve basically got their attention for 10 seconds.” 
Kerwin Rae, businessman, entrepreneur, investor and international speaker.

If you already have a huge following on other social media, use this power to upload just small snippets of video on Facebook, Instagram and Twitter for quick attention grabs, without the need for extensive editing. Always end with an outro featuring your social media handles and website address.

Written Content

Not to be outdone by the video boom, written content is far from being video’s poor cousin. Apart from SEO, well-written blogs and website content are critical to give your audience somewhere to go once you’ve hooked them with video. Written content – especially valuable and share-worthy content – is the backbone of your marketing strategy.

So how do you get your audience to read your content?

1.      Make it something worth reading!

2.      Share it, share it, share it!

3.      Talk about it!

When talking with a colleague, friend or potential customer and a relevant subject comes up tell them you’ve written a blog. Something like “Hey, I just wrote a blog about that, you should check it out.” Give them your business card, drop them a link or show them right there and then on your device.

Stuck for words?

Start simply and commit to just one blog per month. The absolute key is providing value to your ideal audience and keeping it as precise and targeted as possible.

Only address one single topic per blog post. Why? Well, for starters, it saves other topics for future posts but, importantly, writing on just one topic allows you to delve deeper into it and give better value to readers.

Google algorithms are being tweaked all the time to give the best user experience. Simply, the more often you are putting up fresh content, the more likely you are to be found.

The Verdict

Rather than being rivals, video and written content work hand in hand for smart business owners. Attention-grabbing video can entice and excite and written content creates value and information. Both are integral parts of the customer engagement experience and, therefore, your sales and marketing process.

Just in case this Blog has put you in the mood for some Buggles, click here.

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Article by Rachel Allworth ~ The Writing Group ~