Having your own company and offering a given product or service to clients, you can go to the element and promote yourself in an intuitive way. Very often, however, this type of action will resemble a shooting in the dark – instead of hitting the center of the target, it will miss a lot or die from its own bullet … and more profit.
In the past, in order to perform targeted surveys, it was necessary to hire specialist interviewers or those that did non-participant observation to study consumer behavior, which was thoroughly laughed at in the Swedish movie “Kitchen Stories”, for example. Currently, you can also cooperate with various types of research institutes that support the business world, but instead of spending a large portion of funds on it, it is better to use generally available knowledge and specialized tools that are available for free or for a small fee. With a dose of self-denial, anyone can become an expert in determining the target group.
Target audience – it all depends on the size of the business
When you run a small business, you often know your customers and their needs very well. In this case, questions like – “how to determine the target?” or “how to reach the target group?” they don’t make much sense. However, the matter becomes more complicated when the company is of a considerable size and most of its potential clients are completely anonymous. And how to convince people you don’t know?
This will only work if you properly target and create models of customers (so-called personas) who may be interested in your product or service. A teenager with crazy internet marketing has completely different needs and a middle-aged woman who prefers calmer advertising content. A solid, personalized message can hit the recipient’s sensitive points, evoke emotions and encourage him to engage, which is a necessary part of the relationship between the company and the client, which is what content marketing is based on.
No, we won’t talk about another well-known Swedish film here, but about the basic issue related to defining the audience. Persona is a model of our ideal recipient, its characteristics, which include such matters as gender, age, level of education, place of residence, preferences, worldview, marital status, life practice, current needs or level of life satisfaction. The company cannot afford to create content (such as SEO-compliant articles, video content marketing) that completely falls short of the expectations of the recipients who would be interested in the products or services you propose.
You should think about your personas as close friends who you want to meet, offering them to fulfill the most secret consumer dreams and make their lives a bit happier. Everyone lives in their own fairly closed world of beliefs, thoughts, visualizations, which is often referred to as being in their bubble, in their tunnel, so young people will not be interested in maternity-related content, and their parents will find the rebellious advertising campaign just plain.
That is why it is so important to always be a few steps ahead of your audience, trying to anticipate potential trends. For this purpose, it is worth continuing education, reading the industry press and portals, following the content placed under the hashtags important from your point of view, reading comments on social networks and opinions, and of course using tools to define the target audience.
Target audience – two basic tools
Thanks to individual, specialized analytical tools, you can learn about the characteristics of your target group in great detail. The most popular tools to help target audiences are:
Facebook Audience Insights
Virtually every modern company uses social networks, because this is where they can meet and establish close contact with their customers, presenting the latest promotional materials. Facebook gives you great opportunities to look behind the curtain and check the data on people who have received your company posts and how the recipients reacted to this content (whether it was hidden, liked or shared).
In addition to basic information about the target group, such as gender, age, place of residence, thanks to this system you can also check the relationship status of your fans or websites that are close to them. This helps you plan your strategies and collaborate with famous people or companies with whom you share your fans.
However, when publishing video content marketing on Facebook, it is worth paying attention to whether the material is viewed in its entirety or whether it is abandoned by viewers at some point. Such information helps in better targeting of content and allows you to create content that will please, amuse or evoke emotions in your recipients.
Thanks to this platform, you can check what type of people the people visiting your website are. What are the characteristics of customers who quickly run away from it, and what are those who stay a little longer or make a purchase? Google Analytics allows you to examine, among others the age, gender, interests and industries they are close to, as well as how they navigate around your site. It is worth setting your promotional activities for the type of people whose visits to your website usually end with a purchase or the desired action. At the beginning of your business path, it is worth playing with targeting your target group by making a series of marketing tests. Sometimes you can opt for advertising texts written in a looser, more direct style, and other times you can choose more serious content (although even funeral services can be advertised cheerfully). The recipients of your marketing strategies will show you the right way by their positive or negative reactions or, for example, lack of them. Reality can surprise you sometimes and you may find that your target audience is completely different than you might have expected.