Speak the language of your audience
So, you offer clothing to the young adult market; does your product listing reflect this? You’ve taken a great deal of time to create a look that reflects that of a young, modern audience but have you actually taken the time to ensure that your marketing material speaks to them on their level?
Many marketers miss the key step of learning the language of their audience, resulting in them not being understood by the people they are appealing to. What you call ‘integrated marketing’, your prospective clients may call ‘multi-channel marketing’. What you call a ‘jumper’, your customers may call a ‘sweater’. At its most basic level, matching your business terminology to that of your audience allows them to relate to your brand.
But it’s much more important than that. If you have a PPC campaign you need to know that your search terms are matching your advert copy and, subsequently, landing page copy. If a user is searching for ‘comfortable shoes’ on Google and your advert says ‘formal footwear’, you are likely to miss the sale. This then transposes onto all digital marketing techniques, with email marketing, SEO and social media all requiring you to know what your audience are saying.
To sell to your customers, you need to speak their language.