Being strongly relatable to your audience inspires them to act, or at the very least have them bookmark or note your business for future needs. As a result, audience engagement should be a high-priority goal for web designers, marketers and business owners.
When striving to be more relatable to your audience, it’s important to keep these seven tips in mind:
1. Speak to Your Target Audience
It’s difficult to be relatable to your audience without a firm grasp of who your audience is. As a result, it’s important to hone in on your target audience. Identifying your target market involves sharpening your focus to determine who most needs your product or content. The answer to this relies on several factors, including price. More upscale clothing, for example, may appeal better to an older demographic, while more affordable clothing may appeal to a younger group.
Data can also help in identifying your target market. You can gather survey data to identify potential markets and analyze competitors in your niche to collect relevant information. A combination of data and asking yourself “Who will get the most out of my product/content?” will likely lead to a target audience.
In speaking to this target audience, it’s vital to appeal to many, but also to speak to your general buyer persona. If there are buzzwords or trends inherent in the target audience, embrace them. If the audience mainly comprises individuals with deep academic backgrounds, do not be afraid to get technical. Jargon, conjunctions and colloquialisms can apply depending on the audience.
Dr. James Schmidt’s site is a fine example of effectively speaking to a target audience, in this case, those who are inquiring about orthodontic work and want assurance of Dr. Schmidt’s credentials and experience. As a result, Dr. Schmidt effectively relays information new patients want to know, such as schooling, certifications and general background.
2. Create Unique and Valuable Content
An effective way to relate to your audience is to provide them with unique and valuable insight they cannot find anywhere else. This original content can range from infographics and videos to hosting an interview with an expert in your field. Regardless, all audiences crave interesting and unique content, rather than repurposing of the same topics. Provide your unique takes on news topics in the industry, infusing original analysis to showcase your expertise.
Music website Pitchfork realizes it is competing with many other sites on the web for music-related content, so it’s aware that original interviews and insight are essential to captivate audiences. Although Chance the Rapper has done many interviews in the past, Pitchfork’s unique take is to interview him at Chicago’s Museum of Contemporary Art. Similarly, the interview with Frankie Cosmos breaks down every single on her new album, contrary to a conventional and tired interview.
Both formats stand out from the conventional interview and appeal to fans of independent, outside-the-box music as a result of relating to their preference for uniqueness.
3. Make Your Case for a Stance
It’s difficult to find an industry or niche without a controversy. In every topic imaginable, there’s some level of argument, ranging from the heated debates in politics to which Pokémon starter is the best. Regardless of the topic, relate to a contingent of your audience by picking a side and making your case. Your audience is looking to you as an expert, so strut your stuff. Back up your stance with evidence and case studies, complete with citations and imagery.
Similar to how politicians that do not pick one side receive the “flip-flopper” label, it’s important for content creators and marketers to make a decisive stance. Just be sure not to admonish the other side, since some of your audience may be there.
4. Ask Questions to Inspire Conversation
Your audience can more easily relate when they feel like more than a reader. As such, it’s prudent to finish your content with a question for the audience to answer. It can be as simple as “What do you think about this article?” or something more specific.
KDRA News Network manages to immediately relate to its audience with the headline: “Wait until 8th to get a smartphone! What are your thoughts? Leave a comment below!” Immediately, it pulls in the audience as part of the conversation.
The article provides various studies on how smartphones may interfere with relationships and impair sleep, relating to an audience wary of these devices. It’s aware the question may have different answers, especially on a site whose target audience is both students and parents. The decision to ask the question from the get-go does well in relating to both audiences in their desire to speak their mind.
5. Tie Personal Stories Into the Content
In relating to your audience, it’s worthwhile to remind them you’re more than a content creator. You’re a human being, just like them, with relevant experiences and emotions to share. Tie personal stores into the content to accomplish a more humanizing tone. Whether your story reminisces on how you got turned onto a hobby as a child or how a client experience relates to an emerging trend or news topic, personal stores are great at engaging audiences and making them feel like their lives are relatable to your own.
6. Provide Readers With a Relatable Design
The average reader isn’t going to analyze every visual element of your site, though they do want to feel like they’re not out of place. Strive for an accessible design to relate to every experience level of an internet user. All clickable elements should stand out, pages should be clear and the content should be easy to read. Avoid overly small text or clashing colors. An easy-to-navigate design does well in appealing to every user on the web and relating to their universal need to get content quickly and seamlessly.
7. Be Active on Social Media
Social media is a fantastic platform for connecting with your audience, especially since it’s the same platform they use to speak with real-life friends and family. A website with a prominent social media presence can often turn up alongside friends and family in social feeds, providing a feeling of comfort and familiarity by natural extension.
Go the extra mile and host contests, live video Q&As and content reposts on your own Facebook page. An audience can relate to a business’s social media presence if it’s congenial, informative and relevant, just like friends and family are on social media.
Relating to your audience will inspire them to become loyal customers. These seven tips provide great methods for achieving relatability no matter your target audience.