Whatever you call it – Personas, Demographics or Target Audience – knowing who your most likely customer is and how you can appeal to him or her is extremely important. When we talk to clients, very often they describe their targeted prospect as someone they think should use their service or buy their product. It’s not quite the same thing. Your target audience is defined by demographics, habits, interests, and a personal story. You probably have several target audiences – and each one wants to hear slightly different information from you. It’s a good thing for companies to re-examine their potential customer. Are you missing a key piece? Here are some ideas for defining your target audience.
- Look at your database. Hopefully you’ve collected information besides name, address and email. Evaluate that data and see what you can extract. Is there an industry that is more likely to buy your services? What about age and location? Does your audience depend on a certain level of income? All of these factors are important to know as you construct a message to them.
- Check your web analytics. Sad to say, but most companies we talk to never really look at their web analytics. Maybe they did for the first few months a new site was launched, but then, somehow, the analytics take a back seat. Looking through your analytics will give you a lot of insight into your customer. What pages are they viewing? What pages are they on when they leave the site? Are they viewing by tablet, or by phone? What articles on your blog are the most often read articles?
- Turning prospects into clients. Do you know how many times you have to communicate with a prospect before he or she turns into a customer? And is there a certain touch – a visit, a call, an article – that seems to be included whenever a prospect converts to a customer?
Once you have a better idea of who your target audience is, communicate with them in a way that will appeal to them. Rather than pushing information at them, your prospect should understand what you can do for them. They recognize your value.
One final thought – revisit your target audience characteristics often. People change. Business changes. By evaluating your target audience carefully, you’ll pick up on details that you hadn’t considered before.