Define your target audience is one of the difficulties of new businesses. You want to find the right buyer but don’t want other alienate other consumers either. This balancing act is found through creating content that is both attractive and desirable to your current customers but can and will attract news ones.
As we discussed in what is content marketing, the importance of defining who your customer is and creating personas before producing content is at the fundamentals of business (tweet this) , and it requires you to look at your product or service. See who it speaks to, what type of person will use it, and can these people be defined into groups.
Understanding your demographic and discovering what you can offer them will enable you to help creating a marketing strategy to suit your business.
Asking tough questions about who your ideal market is and whether or not they will gain anything from your product is a must. Be realistic and objective, such as, is your kids mobile app aimed primarily for children or parents? Are you likely to sell direct B2B or is their retail opportunities? Being objective about your business, product and who it will benefit can really help you understand your real market. Don’t leave it to guess work.
The next step is profiling this market and doing some research.
Looking to your competitor is a great way to understand what kind of market your industry has and what makes your product different from theirs. Researching data already created by businesses will give you insight, but it won’t give you the entire picture of your market. Only primary research done by you which includes, focus groups, testing, and feedback, will give you a proper account. Don’t be afraid to use the free surveys tools online (i.e. Survey Monkey), though they can be vague they will get you started in the right direction.
Profiling/ Buyer persona
Developing a customer profile based on your market research is the next step. Creating a real customer persona who lives within your researched demographic and has personal characteristics/ personality based on real world is essential. This is the person you are selling to. They may be only ‘ buyer persona, but they represent the person out there in the real world.
Once you have your buyer persona created find out where this persona is likely to ‘hang-out’ online. Are they males between 18-25, do they hang-out on Facebook? Are they interested in sports blogs? What kind of phone do they use? Asking these questions will define your audience, and looking at the existing content they follow will help you create yours.
Evolve with your customer
Once you have defined your audience and gathered a customer base, it is important now to monitor their interactions with your business and content. You can see how users evolve, but also see whether there is potential in changing your content to suit a new or wider audience. Monitoring tools exist for this exact reason. Use them.
Remember, market research and profiling never ends. It is part of all business. Customers grow like businesses, and only a holistic look at your company and it’s audience will help it grow.