10 ways to learn about your brands target audience
It’s astonishing how many businesses don't have a clue who their target market really is. If you want your messaging to be effective, you need to get to know your customers better. Here are ten ways to know your target audience better.
1. Challenge your assumptions
Let’s say you’ve decided your target market is middle aged women. Why? Unless you have anecdotal evidence backing up your claim, ditch it.
2. Learn from what others have found
Read up on case studies and blog posts by marketers who have come before you. Sources include recent industry reports, general marketing research and agency blogs.
3. Create a customer persona
Once you’ve collected enough objective data, start crafting a customer persona. Include hard factors like age, sex, education and income (as well as temperament, sensitivity and curiosity).
4. Conduct large scale quantitative surveys
Now it’s time to back up your assumptions and conduct some primary research. Start with a wide cross section of your audience. Your questions should be multiple choice, giving you hard stats that teach you about your audiences habits.
5. Conduct small scale qualitative surveys
Compliment your quantitative research with qualitative research, to learn more detailed insights on your audience. Target a small sample of audience members and use open ended questions get long responses you can interpret.
6. Look to your competitors
Your competitors will likely have done market research and already put it into action. Observe and learn from the way they write and advertise to their potential customers.
7. Look to other popular products or services
Look for products or services that your target audiences already using, unrelated to your industry. How do these brands position themselves? What kind of messaging do they use?
8. Listen to social conversations
Use social media tracking software to zero in on what our customers are saying online. What topics are they following most closely? Who do they interact with, and why?
9. Examine interactions with your brand
Use Google Analytics to examine user behaviour on your site if you already have one setup. Evaluate how your target demographics interact with your brand.
10. Allow room to grow
You’ll never have a perfect understanding of your audience. You market will evolve and change. Always strive to understand your audience a little bit better by checking over this list every couple of months
None of these methods can by themselves give you the perfect portrait of your average customer. Make sure to collect from multiple sources and merge them into one comprehensive vision for your brand.
- Michael Porter
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