The more you understand your audience, the more effective your marketing efforts will be. Important things every business should know about their target audience is their age, gender, socioeconomic background, personality traits, interests, values, and opinions. Knowing the answers to all of these things will help you come up with the perfect content plan, craft the best message, and choose the right keywords to target. But before you pen any marketing plan, you’ve got to understand your audience first. Here’s how to do so.
One of the best ways to know your audience is the most old-school; it’s market research. The goal of market research is to get as many details as possible about the group you’re targeting, which you can later use to build personas.
As you conduct market research, look for common characteristics. These characteristics may include demographic factors such as age, gender, education, income, occupation, and place of residence or other variables such as lifestyle and values.
When you work for a company, it’s easy to just spend your workdays with just your team. But when you do marketing, you need to take advantage of the wealth of information that exists among other departments. For example, the sales team will know the types of questions that prospects ask when they’re in the buyer’s journey. If your company has a customer service team, they will be able to provide insight into the concerns that are commonly brought up. Talking to other departments won’t just help you understand your customer, but it can inform you what keywords to use in your search engine marketing efforts.
Now we’re not saying go ask your followers what kind of content they want to see from you. What we’re recommending is something called social listening.
A great way to social listen is to go on relevant, industry-related Facebook groups. Say you’re a company that sells luggage. The ideal Facebook groups to join would be travel related ones .Based on the conversations happening in these groups, you can find out what people’s concerns, hopes, and problems are.
There are a large variety of helpful social media and social listening tools that can help you to do this, such as Facebook Insights and Hootsuite.
We also recommend monitoring comments and engagement.
Surveys are the most straightforward way to get answers. Through surveys you can find out what your current customers like best about your products and services and what improvements they would recommend. You can put a survey on your website, send one to email subscribers, or promote it on social media. To encourage people to complete a survey, include an incentive like a discount or coupon.
Keeping an eye on your competitors when it comes to all aspects of your business is important to your success. This allows you to understand what your competitors are and aren’t doing well, how they’re targeting the audience you share, and what those audience members are and aren’t responding to.
To learn more about how to improve your marketing strategy, check out more articles we’ve written.