Get to Know Your Target Audience!
Really the first step in marketing yourself in any way, it is absolutely critical that you understand who your target audience is and what they are looking for when they come to your website and business. If you are targeting the wrong consumer base with your marketing, all of the money you invested in that campaign will be all for nothing. If you take the time to gain an understand and research who your target audience is and what they want/need from you, your marketing campaigns are sure to result in more sales leads, more conversions, and more sales!
When trying to pin down who your target audience is, you must gather information about two aspects and characteristics: their demographics, and their psycho-graphic profile.
For the demographics of your target audience, you need to be able to answer questions such as: What does a potential customer look like, what is their age/gender, what income level are they at, how far away do they shop from?
Answering questions like these will help you gain an understanding of who your target audience is and what unique characteristics they hold.
While the term Psycho-Graphics may seem like a term out of an Alfred Hitchcock film, psycho-graphics are very important in gaining an understanding of what someone WANTS to purchase your products or services. Psycho-graphics include answering questions regarding the customer’s interests, values, attitudes, lifestyles etc. You will need to be able to answer questions such as: what does the customer want from you? What are their needs and how can you fulfill those needs? What are their fears and concerns about your products/services and how can you overcome those challenges?
Gaining an understanding of the way that your target audience thinks and what they need/desire is extremely valuable when you are trying to market your products and services. If you can gain an understanding of how your customers think, you can then tailor your marketing campaigns to fit those wants and needs.
So once you know what information you need about your target audience, you need to gather that information! Certainly the best way to gather this information is to conduct a survey which strives to answer all of these questions. However, you will most likely find that getting your clients and customers to take time out of their day to fill out a survey can be a tough task. Because of this, it is a good idea to attach an incentive with any form of information gathering. For instance, you could offer a 15% off coupon with the filling out of a survey, or you could offer some sort of gift card. Be creative! You need that information, so do what it take to gather it!
Once you have that information about your target audience, you need to compile it into some results. With that information you should develop 1-3 different “consumer profiles.” This will help you gain an understanding of who it is you should be targeting with your marketing efforts. With this consumer profile in mind, tailor you amrketing efforts to match these consumers wants and needs, and you will see your sales skyrocket!