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Knowing your target audience (customer) is vital in being a successful marketer and blogger. There are two things about your customer that you need to know.

What is the exact need does your customer have in relation to the niche that you are blogging about.

How you engage with your audience will depend on the niche but all niches can and need to engage deeply.

That engagement can happen along two scales.

1 it can happen intellectually. An example of this would be a site dedicated to iPhone photography. This requires a great deal of depth and information, a teaching atmosphere that takes your audience deeper into the world of photography, shows them whats possible with a phone and how to do it. 

You would still need to engage emotionally. Connect with the why they wish to take better photos. It might be for a business venture they have such as becoming an influencer, or because they wish to sell quality landscapes images on Etsy, or maybe they just wish to gain a deeper enjoyment from their travel photos. Oftne its this emotional connection that leads to success.

Either way there is an emotional content but the intellectual or rational content is going to have to be deep to succeed in this crowded niche.

2, It can happen emotionally. Take an entertainment site on TikTok like funny dog videos. This is more of an entertainment site so the connection will be largely emotional. The rational connection might be the lessons learned from your videos about dog training but they will need to entertain.

3. It can and will happen to some degree on both scales. It is important to remember that your product needs to connect in both scales but remember that human beings always connect emotionally first. The deeper rational connection comes after the emotional. It might be the deeper connection as the person dives into the depth of your content but the emotional aspect will have come first.

This phenomenon is somewhat driven biologically. In the human beings primal development period it was advantageous to immediately jump away from a hissing snake like sound that it was to stop and investigate the sound first and then jump. Those that jumped first and fastest lived longer with more opportunity to pass on these jumpy gemes. 

The Engagement Potential

This again will relate to the engagement potential of your niche. We have discussed this concept before and its important that you reflect on it now. It will determine how in depth you need to know your customer and how much focus your SEO effort will need.

Deep engagement

Does your niche have the potential to engage deeply?

As we have discussed before any niche has the potential to engage deeply. It will depend on your strategy in terms of monetization. But in a general sense people who are seeking enlightenment, knowledge, skills, or have a powerful motivation such as a health driven need to lose weight, or to invest adequately for their family, or who’s employment potential depends on the knowledge or skills they have.

Niches in this category include:

• Money and investing,
• Health and fitness,
• Fashion,
• Hobbies like photography, cooking or knitting. 

If you build a high quality product in these types of niches then the opportunity to build loyal followers who will join your nesletetr, follow you on social networks, visit your content sites, and will look forward to returning time and again to your content sites 

But these consumers require depth, variety, and exploration of the niche. They are not seeking fast, short, simple solutions or answers. You need to empathise with their needs and that means you need to know them well. Market research will be a skill you will need. The course on Market Research will help you get to know your potential customers better.

SEO will be important in helping Google find you but you will be looking to engage your customers in a multiplicity of ways so the emphasis will be less so than for the low engagement niches.

Shorts or Tik Toks of your posts will be used largely as a means to an end rather than an end in itself.

Important

Remeber that this niche scale is arbitrary. Any niche can be devised to attract a loyal high engagement audience or a low engagement entertainment value snippets audience. The content strategy will vary depending on your niche. 

It is important to understand the journey a customer takes when they are consuming a product. The how’s and why’s of that decision-making process and the milestones along the journey will help the marketing create a successful journey, and set up the methods by which we can measure and then optimize that journey to our benefit.

The Awareness To Adoption Model

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