By: STP : November 2015 :
Converting prospects into customers starts with clearly defining your target audience. This is the only way to get the right people to engage with your brand. If you skip this step, there’s almost no way your marketing content will land with the impact you brand needs. Here are some great questions to ask yourself before you begin.
Basics to consider:
How old is your target? Age plays an important role in determining how customers perceive your brand. As people get older, their preferences evolve due to changes in life experience, maturity and other factors. Understanding where your audience is in terms of current lifecycle stages can give you the insight you need to engage more effectively.
Is your target male or female? While gender is certainly worth considering when crafting your message, don’t make the mistake of pandering to outdated stereotypes. Instead, dig a little deeper and try to understand the people behind the labels. What are their motivations? Their hopes? Their fears? This type of insight will always do more for your message than increasingly arbitrary gender roles
Where is your target located? Geographic location can tell you a great deal about who you’re talking to. Consider the United States alone. The way marketers engage with an audience on the west coast might not be as effective in the south. The trick is to leverage regional culture to better inform your message within those localities.
What does your target do for a living? If you know what your target does for a living, then you have a pretty good idea which products and services your audience likely uses
on a day-to-day basis. It’s called occupational targeting, and you can use social media networks like Facebook and LinkedIn to identify both literal and inferred occupational targets.
The reason good marketing agencies ask questions like these is because they know that the only way to properly engage with a given audience is to define it as clearly as possible. With this information in hand, we can create detailed buyer personas that help us see the humanity behind all the jargon. By the time we’re done, we are no longer talking to a broad
audience… We’re talking to a narrowly defined set of individuals as if they were the only people in the room. And if not, we keep asking questions.