The Comprehensive Guide to Understanding Your Target Audience
August 4, 2018
As a marketer, it is essential that you understand your core audience. In this blog post, we’ll outline how to build a strong buyer persona and how to use that information to increase conversion rates and traffic.
Anyone who has told an off-color joke at a family gathering knows the significance of understanding your audience before you speak. In order to avoid alienating your core demographic (and/or horrifying your grandmother), you need to know who you are speaking to and what they want.
In this guide, we’ll take you through how to build a solid buyer persona and how to use it to craft the best marketing strategy for your target audience.
- What is a Buyer Persona?
- Build Your Buyer Persona
- Develop a Persona-Based Marketing Strategy
What is a Buyer Persona?
A buyer persona is a semi-fictional representation of your dream customer. An in-depth buyer persona not only shows you where you should focus your time, but it also can guide your product development.
A good buyer persona typically represents your customer demographics and includes your ideal customers’ financial means, goals, motivations, behavior patterns, etc. The more information you can get, the better you will be at anticipating your customers’ needs and desires.
You can build a solid buyer persona by asking the right questions and using tools such as Google Audience Insights and Facebook Audience Insight Tools. But how do you know you are asking the right questions? Read on!
Build Your Buyer Persona
To begin, you should ask yourself some basic questions about your core audience.
- What action do you want your audience take?
- What kind of demographic is most likely to take this action?
- What kind of problems or challenges do they have?
- How will your product or service help?
- What media do they use?
Once you have these basics down, you will be able to dig a bit deeper. Use all your internal customer data to develop your buyer persona.
But don’t stop there! Google AdWords and Facebook have valuable audience insight tools. Just upload your customer lists and bam! You get information on everything from education levels to the types of website topics they visit.
Here’s another option: segment your audience lists before you upload them. Try dividing your list by category of purchases or by customer lifetime value. This information will allow you to refine your existing personas and to build additional, more specific models.
Okay, you are fully equipped with your detailed buyer persona. What now?
Develop a Persona-Based Marketing Strategy
The next step is to craft the perfect message that will get you direct responses from your consumers. You will want to specifically design ads based on the type of business you have.
If you own an eCommerce business...
When it comes to creating ads for an eCommerce business, it is extremely important to show off your products. Once you understand your target audience better, you will be prepared for what type of product your customer needs at that moment. Here are a few other tips to keep in mind while you develop your ads:
- Showcase your best-selling item
- Include deal-related messages and incentives
- Show off the variety of your products
- Make your ads eye-catching
- See which ads are generating the most clicks and adjust your strategy based on this information
If you own a B2C business…
When you own a B2C (business to consumer) business, one of the biggest problems you have is visibility. While it may be tempting to get people to your site by whatever means necessary, you should strive to be as upfront and clear in your ads as possible. Let viewers know exactly what you can offer them before they visit your site; this pre-qualifies them as potential customers.
Another challenge that B2C businesses face is seeming impersonable to customers. Try incorporating people into your ads to look more personable to your consumers. One friendly face can let your audience know they are dealing with real people.
Don’t forget: the most important element to include in any ad is a call to action!
The key to understanding your audience is to build a solid buyer persona. To do this, it’s important to use all the weapons in your arsenal, which includes internal data about your customers and tools such as Facebook and Google Audience Insights. Once you have done your research, you’ll know exactly how to craft the perfect messages for your target audience. If you have any tips or tricks you want to share about developing buyer personas, let us know in the comments!