Focussing solely on a company and its brand, rather than it’s customers, is a mistake made by a lot of businesses when promoting products and services.
Your audience is the foundation of your marketing strategy and must be treated with care.
Considering the following questions will hep you focus your marketing campaign on a specific group of people. These questions will help you uncover some important characteristics about your audience, allowing you to focus your marketing efforts to suit these characteristics. Fact: Businesses report over 30% improved sales when they focus their marketing offers!
- Are you targeting business-to-business or business-to-consumer?
- What is the age group of your target audience?
- Does your audience live in urban or rural areas?
- What is the income range of your target audience?
- What is your audience’s ethnicity?
- Is your target audience predominantly male or female?
What does your audience want?
To answer this question you must have first discovered who your audience is. Different people want different things, so finding out what’s important to your target audience will help you uncover which promotions to push and how.
For example, if you discover your audience is aged between 18-29, it’s more likely they will watch an online video than take time to read a few paragraphs of text. On the other hand, if you discover your target audience is made up of seniors, you can confidently put less effort into social media avenues with the knowledge that 18-29 year olds retain the highest percentage of social media usage.
Here are some of the best tools to use for analyzing your target audience:
Many social platforms will reveal the age, gender, region, ethnicity and usage times of its users. This is a great opportunity for anyone looking to research consumers. Social media gives your customers an outlet to share their opinions and experiences, giving you even more insights. Connecting with people online will naturally build trust in your audience, and when used correctly will portray you as reliable, loyal and credible.
The tools offered by Google Adwords will enlighten you to the language of your customers- the words and phrases they use- allowing you to connect by targeting them with similar content.
Google Analytics is an incredibly savvy tool that let’s you track the behaviours of your website visitors.
Too many businesses try to predict what their customers want without taking the time to ask them. Surveys are a great way to find out exactly what you want to know about your customer base. Simply create an email marketing campaign with a tool like MailChimp or SurveyMonkey.