By: Maria D. : September 2019 :
Getting the right people to engage with your brand and converting prospects to customers doesn’t take rocket science, but it does take focus, a sound strategy, and marketing content in such a way that hits your audience’s sweet spot(s). And, the first step in the process is to clearly define your target audience.
Deploying messaging before having a clearly defined audience is like shooting from the hip or casting a wide net—pretty much, you’re just hoping for the best. But, when you take into account the who’s, what’s, where’s, and why’s of your client base, and gain a better understanding of their likes, dislikes, and what makes them tick, you’ll be able to craft messaging that hits ‘em right in the kisser—how, when, and where you need to the most. Some factors to consider include (but are not limited to):
Identifying and understanding what lifecycle stage your audience is in is key to determining how best to engage them. The approach you’d take when dealing with someone in their early 20s (generally) differs from the approach you’d take when dealing with someone in their 40s.
AVOID THE STEREOTYPES. Don’t fall into the trap of letting arbitrary gender roles lead your messaging. Instead, try to get a better understanding of the people behind the labels—their likes, dislikes, hopes, fears, and motivation.
Leveraging regional culture is a great way to deliver your message and get heard.
Knowing your target audience’s professional position and understanding what (exactly) they do can give you a good idea of the services, platforms, and products they may use (or are best to interact through) on a day-to-day basis.
Don’t assume everyone speaks the same language as you (and we’re not just talking native language). You may think that using industry buzzwords, slang, and acronyms makes you sound smarter, but if people are forced to take a step back and decode what you’re saying, they might miss the important stuff.
Lucky for our clients, we are masters of the “defining target audiences and converting prospects to customers” craft and know the right questions to ask/steps to take to successfully define your audience and create messaging that resonates with them. Interested in learning more? Hit us up to find out how we can put our expertise to work for you!