Would you like to be more convincing in your marketing campaign, be at the right place at the right time with the right message, increase your conversions, and save your time and money? These are just some of the benefits of understanding your target audience. Instead of trying to please everyone, it’s useful to know exactly who you are aiming your message at, and then make it more specific.
This may include analyzing the actual and potential audience, as well as deciding what groups of people are of particular interest to you, so you could focus your marketing efforts on them.
Studying the available statistics, as well as using your imagination and a profound understanding of people would be the best combination for success.
A few tips on reaching out to your target audience
Think about the problem your product solves
What problem does your product solve and in what way? What kinds of people might be interested in it and why? Imagine yourself in those people’s shoes, and try to think of their needs and preferences in every detail. Then shape your marketing message to them with a focus on those needs and the solution you offer.
Use online statistics tools
Tools like Google Analytics for your website and Facebook for your social media page will be your helpful assistants in discovering the demographics, interests and habits of your target audience, as well as their behavior on your pages.
Promise a prize for answering your questionnaire
People do not usually like being questioned about their lives, but you can promise them some prize for it on your website. It could be a discount, a special offer or something like that. Thanks to the valuable information you’ll get, this will pay off very quickly. Be sure to include questions on people’s opinion and expectations about your products.
Look at your competitors
Take a close look at companies that offer similar products or services and try to analyze their audience. There may also be ready target audience surveys for them or for your industry on the whole. Use the statistics to understand the trend, but be sure to find something that differentiates your product from theirs. Focus on that particular feature that will be your trademark.
Trust demographics...but not too much
The demographics statistics offer a multitude of useful hints on how to talk to your target audience. Age, marital status, the number of kids, education and many other factors will help you shape your marketing campaign, select your wording, pick more appealing content and more.
It can also be very cost-efficient to target your online ads according to the demographic factors. For things like geographic targeting, it works especially well — you can show your ads only to people in the specific region and save your money.
However, do not trust the demographic statistics blindly and beware of becoming too “biased”. For example, people do not always fit into demographic pattern of what they should be interested in at this or that age. It’s all about understanding, not about the cliches. So be careful not to “cut out” potential customers from your advertising.
Discover their values and let your message resonate with them
Values are even more important than demographics. Discover your customers’ values and shape your marketing campaigns so they resonate with them.
Find out the right time and place
Be where your target audience is. Discover the websites they like and advertise there, see what social media they prefer and focus your campaign there. Time also matters — find out when they are most likely to see your posts or ads.
A very popular trend is creating personas — portraits of your customers with as many details as possible, sometimes with a picture. It helps you visualize your customers and always keep their portraits in mind on every step of your marketing campaign.
It can be a portrait of one perfect customer, or, if you have different product groups, creating several personas can work better for you so you can divide you campaign and, for example, send personalized offers.
Good luck with reaching out to your audience, hopefully they will be happy with what you offer!