Put your audience at the heart of what you do!

Start your strategy with your vision.

• What is your vision?
• What do you want to achieve?
• What are your goals?
• Where do you want to go and how are going to get there?
• Where is your audience?
• Who is your Customer?
• What drives them to your website?
• What makes them part with their money?

Think how this ties in with your overall strategy and your business. What “tools” are you going to be using to get there (you can’t use them all).

If you haven’t already created a customer persona – you should create one (or more). A customer persona is a narrative around your existing customers (a fictional chararacter) that you create to help you direct your marketing towards them and to help you put your customer at the heart of everything that you do.

You can back up your customer persona with data. Use the audience reports in google analytics, use You Gov Profiles, ask your customers and get their feedback using surveys and polls such as poll daddy and twitter polls.

Understand your audience:

Put them at the heart of what you are doing

• Cater for your specific audience.
• What problem are you solving for them?
• What are they looking for?

Once you know this – you will be able to write content targeted at your customers/audience.