The four essential steps to ensure a marketing message is seen

Miami/London - After putting the time and effort into creating the perfect content, the next step is to ensure your message reaches its target audience. But getting this right depends on making a number of decisive key moves.

Mel Constantinou has spent many years honing her skills as a data analytics expert and now serves as Pitman Comms go-to expert in this area, helping businesses that want to nail their audience reach for a wide range of content.

Mel explains that there are four primary areas of consideration to ensure the hard work that goes into creating content doesn’t end up being for nothing. They include:

• Data Analytics

• Targeting

• Persona

• Conversions

Data Analytics is about simplicity

Kicking off with the most elementary but crucial step on this journey, we asked Mel about what businesses need to do to ensure they use Data Analytics in a way that maximizes their audience reach.

Mel is of the belief that this area should not be too layered as simplicity is key to getting it right.

“When you are grocery shopping, you don't always buy the first thing you see, you check the price, the use by date etc. That's Data Analysis,” said Mel.

“Looking at who is engaging with your content and where they are doing so is also Data Analysis. It doesn't have to be complicated.”

Targeting is about finding the right audience

Next up is targeting. We asked about what this element entails, and the right questions businesses should be asking to leverage their business communications.

“Focusing your efforts in the areas that you think have worked for you previously is clearly more likely to give the results you want. But are your instincts right? Finding the right audience is key, and your data may surprise you. It may also just confirm that you are right, but that's no bad thing when budgets are tight,” Mel said.

The fascinating area of personae is about getting up close with your audience. Mel believes this is essential to cover as getting to know who your audience is really helps make targeting the right people so much easier.

“Look at data relating to, or if possible, talk to your existing clients/readers etc, who are they really? That's their persona. Without this information, how are you going to find more people like them? It can also help you build better relationships if you know exactly who you're dealing with.”

Conversions are the icing on the cake

Ultimately this whole process is about creating new business, essentially ensuring that the content will have concrete results. Mel explains about what this step actually means and what is required to make it successful.

“When someone who's shown an interest in what you're selling actually parts with their cash and becomes a client/customer. That's a conversion. Most businesses are aiming for maximum conversions!” said Mel.

“For content, it's a like, a comment or someone just having actually read it. Putting content out and not paying attention to whether anyone has taken any notice of it is ignoring your conversions and begs the question, why bother?”

How Pitman Comms can help out

Mel Constantinou leads on data analytics and audience optimization at Pitman Comms. With more than ten years of experience in this field, she uses data driven decisions and effective segmentation to produce targeted nurture journeys and customer pathways to showcase your brand using real world data.

“The key is to use what you have, to get more of what you want, in a methodical and ethical manner that ensures success,” she says.

To find out about how Pitman Comms can help extend your audience reach through the highest quality content creation and data analytics, please click here to arrange a consultation.