How well do you think you know your brand’s target audience?
It is often that mistakes are made of not using proper data-driven insights to connect the dots between our business and consumers.
Many brand managers in Europe assume they know their audience quite well. It is possible that they even have a very clear image in their head of the type of person they are trying to target when working with their advertising and marketing strategies.
What happens more often, however, is this image in their heads isn’t always exactly correct. When it comes to targeting your audience and motivating them into buying your product, you need to ensure that your understanding of this group is exact. Even small differences between what’s in your head and your audience could result in some of your work falling flat.
If you think that you may currently have this problem in your business, here are some steps which you can take to understand your target audience better. These tips can start fine-tuning your aim for your audience in all your campaigns.
Brainstorm Your Target
Your initial step should be to sit down and brainstorm what you already know about your target audience. Consider things like the characteristics that all of the people who are most likely to buy your products will share. Aspects to consider are age group, job title, salary and even common challenges, needs, and objections that this group of people might share.
Examine the audience that your competitors are targeting. Does that group differentiate from yours? If so, how? Examine the data using the right tools to understand the entire funnel. Consider how you can leverage this data to retarget your audience.
Make Use of Brand Trackers
Brand trackers can give you measurable and actionable data on your audience. This data can include specific insights. For example, tracking brand awareness will show you whether or not your ideal target audience knows about you. Tracking brand consideration will also tell you if they would consider using your brand. It is also possible to track this data for your competitors and compare how your brand does against them
It is possible that you may discover that your current audience isn’t actually the best one for you to be targeting. By digging deep into this brand tracking data, you might just come across new audiences that you never previously considered.
Develop a Persona for Your Target
It is absolutely worth creating a persona of what a member of your target audience would be like.
If you target the millennial generation for example, go beyond a standard idea of a millennial and think about who you are selling to with more detail. Perhaps it is millennial females who live in urban areas and work in the tech sector that buy your product more than others. In this case it is important to learn their defining features and characteristics.
Once you know the persona that you need to target, it is important to share this information with everyone on your team. Everyone on the team needs to align their strategies and be on the same track, targeting the same persona.
Once you know who your exact target it, it’s time to start trying to reach them. In this case, focus on the channels that your target audience would use most often.
If you know that your target audience is online a lot, then it is worth considering starting a social media campaign. If your audience is older and may spend their evenings in front of their TVs then think about running some TV adverts.
It is also important to research the channels that your audience uses. This can really help you immensely and not doing so could end with you completely missing the target.
Continue to Monitor
So you have researched your target audience well and started marketing your brand using suitable methods and channels. However, the job is not quite done.
You need to know whether your adverts and promotions are working. Make sure to keep on top of your marketing efforts to see how they are doing. Track your campaigns to make sure that they are hitting the spot.
Keep in mind that target audiences can change or shift over time, and monitoring is a continuous task. Monitoring your target audience and campaigns should become a habit of a lifetime, so you don’t run the risk of ever being left behind by competitors.
If you follow through with these steps, you should discover new things about your target audience that you might never have known. And those pieces of information could help you polish up your marketing campaigns like never before.