Before you can build any kind of branding or marketing strategy, from social media outreach to print ads to email marketing and more, you need to define and analyze your target audience. It sounds like fairly simple and intuitive advice, but do you really know your audience as well as you think you do? For something this important and foundational, you have to be certain.
Even if you’ve already done the work to get to know your audience, audiences can change – so you may have to start again from scratch periodically. Here are a few tips to define and analyze your target audience so you can better communicate with them across marketing channels.
1. Take Stock of Existing Customers
Take a look at your website back-end, your last year or so of business history, and any other target market demographic data you have. Who are your existing customers? How old are they? What are their job titles? What other salient information can you gather about them? Use the information your customers have in common for target market analysis and to get a picture of your ideal customer – and don’t be surprised if you have multiple ideal customer types.
2. Assess the Competition
What customers are your competitors targeting? Are these the same people who buy from you, or do you attract an entirely different audience? If there’s a key demographic your competitors aren’t targeting, is that a gap you can fill? What is your competition not offering that customers are hungry for, and what can you do to offer what others don’t?
3. Put Out a Survey
Ask your existing customers directly what you want to know. What do they like most about working with you? What problems do they have that you solved? Why did they choose you over competitors? This will give you a sense of your demographics’ priorities beyond basic data about age, job title, income level and so on – although this is also important information.
4. Build a Buyer Persona
Buyer personas are documents, often with visuals and graphics, that display key information about your target market demographic (or demographics). The information may include the ideal customer’s age, job title, level of education, preferred way to communicate, the specific insurance they typically need, what their buyer concerns are, and the biggest challenges they face that impact your business with them.
Once you have this document, you have valuable information that has defined your target market demographics and can help build highly impactful targeted campaigns. It can take some time to build an accurate picture of your target audience, but the effort will be worth it!
Have questions? We have answers. Reach out to Brad Nevins at firstname.lastname@example.org or call 707-759-5391.