Oh, the coveted “target audience” … that enigmatic, intangible being you’re supposed to base all your content, efforts and strategy on.
You’d think determining your target audience would be easy, right? You decide on the type of customer you want your business to attract, and boom! There you have it: a target audience ready and raring to go.
Unfortunately, it’s just not that simple. In order to have a target audience that’s not only right for your company, but actually viable and potentially lucrative, you need to be a lot more thought and work into it.
Have you determined the right target audience for your business? If not, try some of these tips:
Don’t limit yourself.
You don’t have to choose just one target audience and stick to it. You can actually have as many targeted customers groups as you want! Just make sure you’re tailoring your marketing strategies and efforts to the exact needs and challenges of that group, and you’ll be golden.
Analyze your current and past customers.
Your past and current client list is the single best indicator as to who your target audience should be. Take some time to analyze those customers: how old were they? What were they looking for? What was their position in their company? These questions can all help you hone in on the right audience for your brand.
Ask them yourself.
In addition to simply analyzing your customers, you can also send out surveys and conduct interviews with them. This lets you get deep insight into your target customers’ minds.
Don’t skimp on the details when building your target audience. Be as specific as possible. Nail down an age, an income level, their position, their interests, their worries and more. The more information you have, the better you’ll be able to tailor your efforts to their needs and wants.
Look for trends.
Take a look back at past data – web analytics, sales call stats and more. Try to pinpoint trends in customer acquisition. Where did they find you? What were they looking for when they came across your company? What information did they utilize or see during the sales process? This data can point you in the right direction for targeting.
Build custom forms.
One of the easiest ways to capture data on your target audience is to build custom fields into your online forms. Instead of just asking for a name and email, have them enter their company, their position, or even their project budget. Then, you’ll know exactly who is looking for you, who vists your website and who inquires about your services.
Use your sales team to your advantage.
Your sales reps will be the most familiar with your target audience. What types of customers are they calling or contacting? What are some common complaints, pain points or challenges they hear when on those calls? What are customers most often looking for? You can also ask them about demographics, like age, gender and other data that may help you better target your efforts.
Don’t forget to choose a “negative” audience, too.
Before you can know what your target customer looks like, you need to become familiar with what they don’t look like. So sit down and jot out a list: what types of customers wouldn’t be right for your brand? Which ones wouldn’t benefit from your products or services? What types wouldn’t have the means or funds to work with your brand? Knowing all this will allow you to build the most viable target audience possible.
Knowing your target audience is a crucial part of business success. It helps you better strategize, it makes for more successful marketing and sales efforts, and it usually leads to more customer satisfaction in the long haul. If you’re not sure you’ve got the right target audience nailed down for your company, we can help. Contact us today or get a free website review now!