Targeted Copy Done Right in 5 Steps

Targeted copy is all about generating content that focuses on the needs, hopes, and desires of your target audience. It has to speak to them on a personal level. It needs to provide solutions to the problems they’re facing in their everyday lives.

Naturally, the level of audience engagement and conversion is contingent on how well you know—and target—your particular demographic.

How well business owners and bloggers treat their online audiences can make or break their website performance. When you engage your web traffic with relevant content, you convert prospects to long-term customers, but when you neglect to heed the word of the people, your fan base can come to a grinding halt.

You’ve heard us harp on this before, but it’s important to write audience-centric copy. To be effective, your message has to engage your audience, demonstrate relevance, and most important, immediately show you offer the solution they’re looking for.

Before you go hacking away at your web content, it helps to see how you’re doing thus far. 

With the above in mind, here are 5 steps to create audience-centric marketing content—the kind of copy that wins trust and earns attention and, ultimately, converts .

1. Create a consistent message.

If you ever feel that your website content pounds your prospects over the head with information—good! It’s important to note that your website functions to answer questions and leverage your unparalleled expertise. And that means content must be clear and consistent throughout your website map.

2. Relevant website content.

Relevant website copy—this is the no-exceptions rule. The caveat is that your online content must not only be relevant to your target market’s problems and desires, but your copy also needs to be brutally honest and visceral.

Translation: write about the real problems or events your visitors care about. Don’t pull punches. If a problem causes severe emotional turmoil, be candid about how your solution will make life easier.

At the same time, honesty without relevancy doesn’t work to your advantage. When you make content relevant, you show your audience how you’re a problem-solving expert.

3. Instant access. Do it right this instant.

Individual target markets rarely showcase similar pain points, desires, and buying behaviors; however, there is one umbrella trait that mostaudiences share…

Your prospects want your product yesterday. This is why instant access is paramount to your conversion rate. Whether you offer an e-book as a lead magnet, or a recording of a podcast as part of a nurture sequence, give the goodies up immediately.

4. Deep crawl is your friend.

Nothing establishes trust and credibility quite like relevant and honest content that provides real-world helpfulness. Websites that feature a cornucopia of relevant, honest, and helpful content are ahead of the game.

When you have a multitude of blog content, articles, and compelling web pages, your audience goes exploring. It’s called deep crawl, and it’s the demarcation line for better search results, more trust, and established credibility.

How do you promote deep crawl on your website? Read this deep crawl how-to blog.

5. Check Your Stats

Study the data and bounce rates, see which pages work, which pages fall flat, and where people are entering and exiting the site.

Install heat maps to verify how your website performance is to install heat maps, and use them to track visitor behavior. Heat maps in particular let you observe visitor response by showing you where they spend time and what they click. And, more important, heat maps reveal which content or calls to action fail. Cold zones on your website indicate that your audience isn’t completely on-board.

Looking for a way to attract and convert your target audience?

Ask the professionals at Sūmèr about audience-appropriate copy!