2023 - Visiting Lecture - The important of public speaking for businessmen - Part 3

When your business is found by the right audience, customer conversion and retention becomes the top priority of any company. Getting to know your audience will give you the insight needed to provide solutions to their problems. This list of tactics will allow you to fully resonate with them by better understanding their actions and needs.


Use insight and research to create buyer personas that represent who your ideal customer is. This can be done by uncovering how current customers find your content, pulling information from your sales team about the general characteristics of the customers they interact with, and understanding who will benefit most from what you have to offer. Having this information allows you to fully understand who exactly is in the market for your product or service and what they have in common. Developing a marketing persona also gives you the ability to tweak your content to suit your audience. Once you know who your ideal audience is, you will have the opportunity to target them accordingly for the campaign.


Developing a marketing persona is not only a way to better understand your buyers, it is also important when creating and executing a content marketing strategy. Another important key element to this is figuring out which channels led them to make a purchase. Something that might resonate on Facebook with a group X audience might not mean the same thing or evoke the same engagement with a group Y audience that might be more attracted to Instagram or Twitter.


Surveys can reveal which parts of your content marketing are most effective and what your current audience believes could use some effort. They can provide a glimpse into what motivates customers to make purchases. Use this feedback to optimize your content so you can help streamline the process of attracting new customers who resonate with your brand.


Questions that draw individuals into the brand experience can help build trust and, ultimately, brand loyalty. If you're an ecommerce brand, questions like "How did you find us?" or "What is your favorite part about the shopping experience?" can help you better understand the content that drives conversions or relationships that then engage and connect others. Always make sure you connect with your customers and social community at least once per quarter.


Analytics can help you empathize with your audience as you learn where they are coming from and how much time they spend engaging with your content. With this, you can also identify what they are most interested in and what isn't necessarily lighting their fire.


There are several ways to collect this type of information. You can use web page data to determine things like user and new user growth and time spent viewing content. Bounce rate is also an indicator of content consumption—how long do people spend on your page and what do they do afterward? Leave soon? Navigating to another page through the page they landed on the site? At the very least, free tools like Google Analytics can provide you with this data, and further analysis from paid tools can offer more data on engagement.


Insight into this information can help you determine what customers want from your brand. Understanding more about what they want and eliminating what they can't live by can help brands to create more content that resonates with their audience and creates a more personalized experience, resulting in true satisfaction when done right.


Another way analytics can help you better understand your marketing audience is through geographic location, search queries, device preferences and conversions. Understanding the path that users navigate to your brand experience can help you better develop and refine your audience's personas, and it can also help you create content that caters to their needs.


The material above was delivered by a presenter from Mexico in an international webinar held by STEKOM University in collaboration with the University of Mexico. The title of the presentation is "The Importance of public speaking in intercultural contexts". The name of the presenter is Estela Salome Solis Gutierres, PhD. He works at the Faculty of Human Science, Universidad Autonoma de Baja California.


This international webinar activity is part of the implementation of STEKOM University's commitment to increase various international activities. This was done in order to realize the vision to become an international-class university. Various international activities carried out by STEKOM University continue from year to year. There are international activities that are sustainable and there are also some international activities that are not sustainable. All types of international activities are accommodated and regulated by the International department of STEKOM University.