When it comes to defining your target audience the majority of companies often think their product or service is for everyone. Whilst this is a business owners dream, it isn’t a tactic that we would suggest you go with. Every business has its own USP’s, which will resonate better with different audiences.
So how do you define your target audience?
Targeting a specific audience does not mean that you are excluding people who do not fit your customer personas, in actual fact it allows you to focus time and money ensuring they are likely to purchase your product or service. Defining target personas is the most efficient, affordable and effective way to generate business.
I would ask you to really think about who your product is aimed at. With that at your disposal, it will be much easier to determine how and where to market your business and generate creative ideas.
The information you will need to generate these personas will vary depending on the industry and type of business that you are, however, there are a few main factors you should consider when creating these profiles:
- Who is buying your product or service? Consider demographics such as age, location, gender, occupation.
- What causes the buyer to invest in a product or service like yours?
- What operational or personal results do they expect to achieve by purchasing your solution?
- What are your buyers’ pain points? What would potentially lead them to believe that your solution is not their best option?
- What impacts your buyers’ decisions? Is it competing products, services, solutions or price?
Organising Your Audience Data
Once you’ve gathered all of the relevant information that you need in order to create a target persona, compile it into a reference document and share with your team to ensure everyone is on the same page regarding whom you’re targeting. When marketing efforts don’t work the way you had hoped or questions arise regarding your campaigns, you can refer back to your persona document.
It is also helpful to give each of your personas a name and photo, this allows you to had a vivid visual representation of the person you are trying to market to. It’s important to remember that your personas are not a “set and forget” task. Personas can change with time, context and environment, therefore, it’s essential that you analyse customer behaviour frequently. By creating and revising these target personas, you will have an accurate understanding of where your marketing efforts should be and to whom.
If you are struggling to create personas or just not using them to their full potential, our marketing team are on hand to offer friendly advice and guidance to support your marketing efforts. Give us a call and we’d be happy to help