Marketers go on all the time about how you need to define your audience. And, it’s no wonder we do.
If you don’t establish who your audience is, you will find yourself trying to talk to everyone but the message won’t be heard by anyone!
Plus, knowing who your audience is will make marketing your product(s) or service(s) that much easier.
At first defining your audience may seem like an impossible task. Don’t worry though, once you understand how to do it, it is quite simple.
Kicking it off!
Who you want to talk to depends on what your goal is. Your goal could be a multitude of things. For example, you may want to get more people to sign up to your newsletter, increase subscriptions to your online course or get more people to sign up to receive a free sample…
Once you have settled on what you want to people to do, you can then decide who would benefit from your offer.
Notice, the emphasis here is on ‘who would benefit’ and not on what the benefits are for you. That’s because every piece of marketing you do must have a clear and visible benefit for your customer or audience.
If your audience can’t see what the benefit is for them, they will think it is a sales ploy and they will ignore it. This means all your hard work will be wasted.
Know your fans
This is where you get down to the nitty-gritty of defining your audience. To start with it is a good idea to create a customer persona.
A customer persona is like a personal profile on a dating site. Only, this lists characteristics of your customer and not your next date!
As a minimum, your customer persona should contain the following details:
- Sex: male or female
- What they do as a job
- What qualifications they have
- What their hobbies are
To help you put this together you can look at your existing customers or do a survey amongst friends and family to see who would buy your product(s) or service(s).
Creating a customer persona may seem like a silly exercise or a waste of time. It’s not! If you put in the time and effort to get this right, it means you won’t be wasting your time and money on marketing your business to the wrong audience.
Once, you are happy with your customer persona, you can use this to look at what their pain points are as a consumer and outline how your product or service can eliminate these pain points.
In my next article, I will be looking into customers ‘pain-points’ and discussing how your business can position itself to demonstrate that it can eliminate these pain-points.