3 Simple Ways to Connect with Your Target Audience

Chris Horton
Chris Horton Digital Strategist, Synecore

Posted on November 8th 2012

3 Simple Ways to Connect with Your Target Audience

connecting audienceGiven all of the tools at our disposal, I’m continually surprised by the lack of personal touch in most B2B and even B2C Internet marketing initiatives. Just because online marketing is a digital medium does not mean it has to be cold and impersonal; rather, as marketing continues its rapid shift online, businesses must learn to personalize their digital assets in order to stay competitive. They must figure out how to use digital means to form connections that matter. To riff on a popular aphorism, to ignore (your audience) is human, to connect (with them) is divine.

Adding a personal feel to your digital assets does not have to be a long, drawn out process. In fact, you can begin to do so today. Here are three tips to get you started.

Shoot an Introductory Video

This does not have to be an expensive promotional video. The goal is to introduce yourself and/or your team to online prospects and customers. This is a great chance to show that your business goals and values align with the wants and needs of your target audience. Don’t worry about equipment-you can film this video with a portable recorder or even a smartphone. It doesn’t have to be high quality, but it does have to be authentic. You should embed such a video on the Home Page or About Us section of your website, as well as on appropriate social media channels like Facebook, Pinterest, and YouTube.

Write a Values Statement

Take a moment to put fingers to keyboard and tell your online audience a bit about yourself. Mission statements are great and all, but you might do better with a brief summary of who you are and why you are doing what you do. Presuming your company’s products/services align with its business goals, this summary will provide your audience a glimpse of what you as a business value the most.

When writing such a “values” statement, make sure to be honest (in fact, you might learn a lot about yourself/ your business during the exercise). Try to write to your ideal prospect. If you had just a few minutes (or in this case, a few paragraphs) with such a person, what would you want them to understand about your brand? You can post this statement in the About Us section of your website, in a blog post, and/or throughout your social media channels.

Design a Photo Collage

Remember making collages in kindergarten? Well, they also happen to be a great way show your target audience the personal side of your brand. Given the success of Pinterest, it is clear that many people connect with visual media. Why not take this concept a step further and post a photo collage on your website? Again, don’t agonize over process; to quote an immortal marketing mantra,“just do it.”

Designing a photo collage of your brand doesn’t necessitate the services of a professional photographer; in fact, I would argue the opposite. Instead, walk around your office for a week with camera in hand and take candid shots of you and your team in action. Then get the whole group together and pick out your favorite ones. Try to select photos that best tell your brand story- shots that your audience can look at and say, “I get who they are and what they do.” If nothing else, you’ll have created a nice memory book for your company.

I should point out that all three of these ideas are forms of online content marketing. Hopefully you can use on or all of them to form deeper connections with your target audience.


Chris Horton

Chris Horton

Digital Strategist, Synecore

Chris Horton is a content creator and digital strategist for Minneapolis-based integrated digital marketing agency, Synecore. An avid tech enthusiast, Chris has written extensively on a number of topics relevant to the growing marketing technology industry, including SEO, inbound, content, social, mobile, email marketing, apps, online branding/PR, and Internet trends. Chris' marketing tips can be found on Synecore's Marketing Technology for Growth blog. You can connect with Chris on TwitterLinkedIn, or Google Plus, or email him at [email protected]. Check out his new book, Digital Marketing: Integrating Strategy and Tactics with Values, published by Routledge in October of 2014.

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Kent Ong
Posted on November 8th 2012 at 6:46AM

One strategy will never fail in including personal touch in between B2B and B2C is giving value. When we being generous, people tend to open their mind and heart...

Posted on November 8th 2012 at 7:41AM

I've been toying with the idea of doing video for a while now...I need to get on it. And I like the values statement idea, I need to incorporate that into my bio.


Scott Yuen
Posted on November 9th 2012 at 9:31AM

That's an awesome idea Brittany. This is a great way to engage people into your message. I saw this surprising stat the other day...

181 million people in the US watched more than 39 billion online content videos during September 2012. 

This was from ComScore

Posted on November 8th 2012 at 12:06PM

You're at an advantage for even thinking about connecting with your audience, not just converting them to customers. People like to do business with people they know and providing your story helps them get to know you. Videos can be shot with your laptops camera or you can get a ton of quality from a $50 camera/mic setup. I would add to this list "write about your company's story and history".

Posted on November 9th 2012 at 4:35PM

Another way to further engage your audience in a personal way is by embedding a social media aggregator, like Postano, on your company's website. This way, they don't have to leave your site to engage with your social media content, but can still connect to their own social media via social sharing buttons.

It's another way to personalize your business' website and make it more personable by showing that you care to engage and inform audiences that may not be on social media. 

Chris Horton
Posted on November 9th 2012 at 4:50PM

Thanks for all of the great comments! Scott, that comscore data has been inspiring a lot of talk within our office about the importance of video/social video; I appreciate you sharing the data. At the end of the day, it's all about connecting with your audience by providing genuine value to them...

Thanks again, gang!