To employ any marketing strategy, it is imperative to know your audience well. But it is easier said than done. In today’s era where marketing tactics and strategies are rapidly diversifying, marketers are finding it hard to keep a track on essential fundamentals of devising an effective marketing strategy. One of the most important principles of a marketing strategy that can make or break a campaign is the marketer’s knowledge about the audience.
Without a clear knowledge about the audience, it will become hard to formulate a strategy, choose from the various marketing mediums and what message to send across.
So, let’s find out some of the easiest ways to know more about your audience.
Do your research in advance: To start off with, conduct thorough market research and ensure that the demographics you have selected are in line with your brand and products. A digital marketing consultant can provide you with services to find out specific information about particular demographics. But it is not wise to assume anything when it comes to marketing. To refine your target audience, challenge your assumptions. Learn more about your customers’ behavior, related niches, take measures to attract the interest of other groups. The more input you have on your target audience, the better it would be to make an effective strategy.
Look at your competitors: It is one of the most effective market researches. Instead of looking at the targeted audiences and digging into their demographics, this approach suggests studying competitors who share the same business profile as you. Examine their brand voice, marketing tactics they employ, the audience they cater to, what message they communicate through their ads.
By evaluating the marketing strategies of your competitors, you can pick out the points why a particular campaign didn’t work and ways to employ a similar approach in your marketing.
Create a customer persona: Most digital Innovators use the tactic of creating a customer persona to conceptualize their target customer. Most often, businesses form the outline of a target audience through fragmented information like gender, education level, career, income or personality traits. By doing so, you can conceptualize an ideal strategy which can be followed to tap the demographic.
Get to know your clients personally: Once you have made some customers, get to know them better on a personal level. Put some extra efforts to find out more about them. What piques their interest? How are they different from others? What things concern them the most?
Though you can’t apply your observations to a general group, once you have enough data to form a behavioral pattern, you can make a generalized assumption.
Monitor reader comments and engagements: Comments and engagements on your social media posts can give you an insight into who your audience is, what they like the most about your brand, what is their response pattern. Paying close attention to what they review, how they review and when they review can tell you a lot about them.
Conduct surveys: Conducting surveys is the most basic way to know about your audience. Besides being the quickest way to learn more about your audiences, is very cost-effective. To make more interesting, you can reward your participants for filling out the survey for you