In a single sentence, describe your ideal customer. Where do they hang out online? What are their biggest problems? How often do you talk to them? Don’t rely on assumptions. Consciously focus on your customers by creating content that serves their needs and beats the competition.

Today’s guest is Shondell Varcianna from Varci Media, a content writing company for financial institutions, about how to get to know your audience. She shares effective and easy-to-follow advice to improve audience research without extra time and resources.

 

Some of the highlights of the show include:

• Reach Real Customers: You can’t offer something to someone you don’t know
• Real Problems: Sell your product or service as a solution for your customers
• Relationships: Are you the right person to serve your audience at highest level?
• Recommendations: Know who to target, where they are, and what they want
• Website Content: Match with searched keywords and make it resonate
• Communities: Wherever your target audience is, is where you want to be
• Ask Audience for Answers: What do you do for fun? Where do you hang out?
• Social Media Connections: Meet strangers and don’t take ‘no’ personally
• Know, Like, and Trust: Offer consistent content that informs, educates, inspires
• Content Strategy: Videos, podcasts, posts—get creative when creating content
• Authenticity: Where it all begins to get your audience what they (and you) want

 

Links:

• Shondell Varcianna on LinkedIn
• Varci Media
• Facebook Groups
• LinkedIn Sales Navigator
• Ben Sailer on LinkedIn
• CoSchedule

 

Quotes from Shondell Varcianna:

“If I know of you, but I don’t know you, how can I offer you anything because I don’t really know what you want.”

“Wherever your target audience is, is where you want to be. You’ll have to find out where they are, and then you just need to show up where they are, consistently.”

“Everyone is accessible on social media. Everybody. I connect with strangers every single day on social media.”

“Content that speaks to everyone is content that speaks to no one.”