How to: connect with your marketing audience

Successful marketing is all about creating a dialogue with your audience, and as we all know, a dialogue requires two active participants!

It won’t do you any good to simply force your ideas upon an otherwise ambivalent audience, so connecting with your potential customers and clients is especially vital.

Take a look at three of the best techniques with which to establish a dialogue with your audience and apply these tried and tested marketing gems yourself this year!

Give them something interesting

The face of online marketing is changing at the moment as many companies, realising that customers want more than just a sales environment from their favourite brands’ websites, are beginning to offer more engaging content for audiences to get their teeth into.

Written articles, advice columns, mixed media content and other interesting diversions are all guaranteed to help establish a dialogue with your customers, as Sainsbury’s realised when it emerged that their purely non-transactional Tu Clothing site was generating ‘phenomenal traffic’.

Make a big gesture

While the small things can make a big difference, nothing helps to grab audience attention like a dramatic gesture. This year, millions of people around the world watched on in awe as daredevil Felix Baungartner jumped from the edge of space, bedecked in Red Bull livery.

As a stunt to generate brand awareness and connect with a young, active audience the Red Bull skydive takes some beating, but of course you don’t have to go that far. Anything ambitious, interesting and original is always likely to resonate with your customers and clients.

Be a leader, not a follower

It’s a common mistake in marketing that jumping aboard the latest online trend will help to get you noticed. In fact, trying to keep up with the latest craze may only alienate your audience or generate negative publicity, as Waitrose discovered when their #WaitroseReasons campaign backfired.

You’re far more likely to get a positive response from your audience by being a leader, rather than a follower – if you want to be a part of the next online trend, instigate it yourself!

Of course, none of these three tips are particularly easy to put into practice – in order to instigate a really meaningful dialogue with your audience, you need to be creative, forward thinking and possess a large amount of marketing nous.

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Ian is the founder of Opportunity Marketing marketing, with over 18 years of experience in successfully setting up marketing departments, creating marketing strategies and implementing these strategies across a wide number of SME companies in both the B2B and B2C sectors through a variety of channels.