Oh how the seasons change: Growing with your audience, adapting to new challenges
Sure as of Sept. 23, it’s officially fall … but that’s not exactly what we’re talking about here.
Not only in marketing, but across all industries, it’s important to look at how the needs of your customers, clients, and ideal audience changes throughout the year. It’s important to move beyond the classic holiday promotions and really focus not only on annual seasonal changes but also on how your audience navigates the season of their lives.
Our job is to assess client's pain points, address their needs, and understand them as a consumer in order to provide them with a product, service, or experience that is specifically tailored for them.
We all have experienced email marketing bombardment. You sign up with your email while purchasing something online
or visiting a site and then the next thing you know your inbox is inundated with generic one-size-fits-all content.
From a consumer perspective, not only is the amount of content overwhelming (and let’s be honest, probably annoying) but it can also leave you feeling misunderstood. No one wants to be crammed in a hodgepodge group. And while some evergreen generic content is good and beneficial to your consumers, if that’s the only thing you do, your relationship with your audience is not going to grow into the loyal return-customer relationship you’re hoping for. And when you don’t take the time to understand your audience and their needs and desires, you can’t blame them for not being a fan of your content!
Needs may change as your audience ages and with that may come new opportunities for you to help them pivot to resolve those pain points. This isn’t a one-and-done. Take the time to periodically check in with your audience. Get to know them, recognize their needs and as those seasons change, you will be prepared to offer support and change with them.