Before creating a brand and product, you need to define the target audience. This critical process involves building personas – fictional customers who represent your target market.
Market vs society
A target market is a wide range of potential customers based on demographics, geography, behavior and behavioral domains. For example, single mothers aged 35-54. The target audience is very specific, such as single mothers aged 35-54 who drink organic coffee.
Audiences should drive all conversion efforts on a site, including content, navigation, and calls to action. Brand voice has more than words. Therefore, not understanding the potential buyers of your product is a sure way to lose sales.
But what if you don’t know? Or are you looking for the wrong customers?
Here are six ways to get to know your audience.
Identifying the target audience
Units available to customers. Analyze websites and buy data to group customers by demographic and behavior. How did they find your store? If they came from organic search, what keywords did they use? Study support tickets for common phrases. Read product reviews (on site and off).
Learn to trade. Know your competitors. What is the difference in the market? Consider hiring a professional to get important information.
Analyze competitors. Study the competitors from top to bottom. Analysis is important. What are they doing right and wrong? Who are they for and what? Which of their campaigns are active? How much do they sell for? Spy on your competitors to meet customer needs.
Research your buyers. Want to know what’s important to today’s customers? Ask! A simple poll will tell a lot. Avoid asking too many offensive questions at once. Instead, use one or two questions to create a brief survey, such as “where do you live?” or “how many children do you have?” Consider engaging with customers in real-time “ask me anything” or “tell us what you think” (video or audio) sessions with customer groups for real-time feedback.
Review the following steps. Industry trends affect both competitors and customers. Some processes are repetitive or periodic. Others are short on emotions. Review the best trends of the past two years and their impact on your business.
Translate the language. Data from the above methods can reveal how people become loyal customers. Use spreadsheets to do calculations and create clear letters in an easy-to-digest format.
HubSpot, for example, collects a customer’s job title, age, education level and more.
Buyer personas are data-rich, visual aids that represent specific details of the target audience. This template from HubSpot summarizes a hypothetical customer’s job title, age, education level, and more.
Identifying your target audience is not a one-time process. Audiences are changing.
One example is Duck Brand, which as Melvin A. Anderson’s company produced duct tape to support the military effort during World War II. As the use inspired the business (heat and air ducts) and then the business, the brand followed, introduced colored tape in the 1980s and patterns (camouflage) in 1997 Today, the product is a staple of DIY projects and crafts.
DIY and crafting are the focus of Duck Brand.