Before any business can hope to deliver an excellent marketing strategy that really makes an impact, they have to work out who they are trying to deliver it to. Identifying your target audience takes time, but putting in the effort to hone in on who your customers are, and what they want can make a huge difference to how successful your marketing campaigns are, and, ultimately affect your sales figures.
So how do you go about identifying your target audience? Here are some useful exercises to get you started.
Create customer personas
You should have a good idea of the kinds of people who will be interested in what your business has to offer. But to delve a little deeper try attempting to create your ideal customer personas. Really go into depth here and not only find out the gender, family life, occupation, and location of your customers but also what kinds of personalities they have, their hobbies, their challenges and pain points, their interests, what angers them, satisfies them, makes them excited? Find out how they like their information, when they want to shop, how they like to pay, what kind of expectations they have. The more detailed you are, the better chance you have of delivering products and services that they will love, in a way that they will notice.
Conduct regular surveys and questionnaires
Of course, one of the most obvious ways to identify your target audience is by asking them. Conduct surveys and questionnaires with thoughtful, useful questions that will help you better understand your customer’s desires and problems. Remember not to bombard your customers with these sorts of surveys, and keep them as short as possible. It also helps to incentivize them to respond as the more data you have, the more helpful it will be.
Use social listening
Social listening means putting your ear into the digital ether and finding out what people are saying about your business and brand, not necessarily directly to you. By getting a feel for how people view your business, you can draw useful conclusions as to the types of people that like your brand and those who aren’t engaged with it or actively dislike it too.
Use Google Analytics and Facebook insights
Gathering and analyzing data will give you invaluable insights into your customer behavior as well as helpful information on who they are. Use Google Analytics and Facebook insights to identify your customer demographic, and what kinds of things they have in common.
Ask for customer feedback
When a customer communicates with your business whether that’s buying something from you, commenting on your content, or engaging with you on social media, try to reach out to that customer and ask for feedback. Doing so can help you build a picture of what you need to do to improve for different types of customers.
Monitor your social media accounts (and that of your competitors)
Social media platforms are incredibly useful to businesses who are trying to identify their target audience. Use yours to gain a better understanding of the kinds of people who engage with your company and brand. Monitoring the social media activity and engagement of your competition can also provide helpful insights into who you should be targeting too.
Identifying your target audience is so crucial for informing your marketing strategy and making sure that you have a clear idea of who your customers are as well as where there are opportunities for your business to expand their reach. Doing so is essential and could make a massive difference to the success of your company.
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