Every brand has to define theirs target audience Make it clear which segment to target. Also known as goalthis term refers to a group of people with certain characteristics who are considered to be the consumers that a business is targeting.
In previous articles, we’ve seen how communicating your brand affects purchasing decisions. In this post, we will develop the topic messagebecause before you put together what to communicate, you need to define certain things.
The first thing you need to consider is who are you talking to, who will be the people who will receive what you want to say. This is important because it changes the structure of the message itself.
So the main thing Define your target groupshe goal, your “ideal customer”. Putting content together for a generic audience isn’t the same as narrowing it down to a group of people with certain characteristics.
The notion of target group becomes particularly relevant when planning a marketing campaign. Like any strategic action, it requires prior planning, which in this case involves understanding what segment of the market you want to conquer.
Understanding the meaning of the point, we share in this article 3 steps to follow to identify and get closer to your target audience. Go!
The first step in defining your target audience is Think of the most direct or “toughest” qualities such as age, gender, occupation, place of residence, income and marital status.
Some of these things depend solely on your product and your intentions of who you want your customers to be. But for others you will need help from other tools.
These are some that we recommend incorporating into your communication strategy:
- Facebook Insights: If your brand has a Facebook page or Instagram profile, you have access to this tool that will show you demographic information about who is interacting with your page.
- Google Analytics: allows you to see important information about your website, e.g. B. who’s looking at it, how they got it, and how long they’re staying there.
- Surveys: If you ask your existing customers a few relevant questions, you can get invaluable information about them. Simple but effective. There are free tools such as Poll Monkey either Google forms.
Get to know each other better goal
Once you’ve defined the demographic part, you can move forward with “softer” traits for example hobbies and interests. The aim of this step is to get to know your target group and can be empathetic with the.
What does that mean? Understand what motivates them, what their problems are, their needs and how they feel about it. Really put yourself in their place.
think all that It will help you a lot when it comes to putting the communication together of your brand, because you will know what concerns to solve, what doubts to answer with the text you have composed.
How it goes? Today we are lucky to have digital fonts such as social networks and blogs. You can learn a lot about your target audience from these places if you know where to look:
- social media: They allow you to see what their interests are, what content they are already consuming, commenting on and sharing. Also see what other brands they like and consume. Type: Take advantage of the information Instagram offers in the “Public” and “Statistics” tabs. This can help you too Understand your potential customers better already raise a solid sales strategy in this network. Learn How to Sell on Instagram Like a Pro!
- to blog: You can enter the blogs and other online publications of your industry and your target audience and read the comments they leave what they think.
- groups or forums– Whether it’s on social media or off, groups and forums are a great place to see what concerns your audience has.
- speakers or influencers: See who they follow on social networks, who they “listen” to as speakers of the topic or industry.
- customer interviews: If you also have personal access to your customers, don’t miss this contact to ask them questions and get to know them better. In case your business is 100% virtual, you always have the option of the virtual surveys mentioned above.
Decide how to speak to your audience
Once you complete the first two steps, you will have a high level of awareness of your target audience. They will not only know who they are, but also what “mobilizes” them.
All of this will leave you in perfect condition to define yourself how to communicate with them. Because that is the challenge: learning to write in such a way that customers and potential consumers benefit from it feel identified and can obtain with your brand.
How it goes? Something that is very helpful in this process To form one Copy bank (text bank) to understand how your audience usually speaks and expresses themselves. You can use the same sources that we listed in the previous point. For example: joining groups or viewing the pages of influencers on social networks and reading the comments. This can give you super valuable information because they are your direct words.
Finally, this case where you define who you will talk to and how you will communicate with them is also a Opportunity to strengthen your identityas you will not only consider your target audience when composing your message, but your target audience as well the “voice” of your brand.