3 Ways To Cure Your Target Audience Research Weakness

With the digital marketing world evolving at such a rapid pace, marketers have to be innovative to keep up and get ahead of the competition. Many business owners subscribe to the myth that their product or service is a cure-all for customer problems; but even if that product or service does appeal to a broad market of diverse consumers, it still needs to be tailored for their target audience.

Because not every customer is looking for the same solution, companies must invest in research to help them meet individual needs. A good start would be doing an intake on your audience—conducting a survey and asking potential customers what they’re looking for that other businesses may not have. Below is a three-step guide to creating a treatment plan to personalize your marketing efforts for your customers.

1. Perform a patient profile

This is an obvious first step, but this can be a tricky task if not performed correctly. First, determine what makes your service or merchandise stand out from the rest. Not only do you need to identify the audience, you also have to identify the audience’s behaviors. Compile demographic information (age, gender, location) and other information like hobbies and values. What types of people will benefit from your product or service—who will react best to the solution you’re offering? Once you identify your audience, you can move forward by finding out how to target them.

2. Determine how to deliver treatment

Once you’ve identified symptoms, it’s time to start treatment. Your next step will be identifying the places your audience hangs out online. Services like Experian Hitwise and Pew Internet will help you find preliminary information and data to help you get the ball rolling. These will identify these websites with the use of your audience information and define current trends within your industry. Social media campaigns are a great way to reach your audience because they allow you to use all of the demographic information you’ve gathered through research.

3. Promote and monitor improvements

You want to offer your customers a cure, but you also want to be sure they come back to you in the future—and offering incentives is the best way to do it. This final step uses audience information to create promotional strategies by offering incentives like discount codes and giveaways and encourages customers to write reviews on your products. For instance, if you’re a B2C business, emailing receipts for purchases can be a great way to get subscribers and is more convenient for the customer to keep track of. Feedback is essential when refining the process and word of mouth is the best marketing there is.

Savvy brands will also recruit their communities to spread the word about their products and services. Establish brand advocates who will help build a community around your product or service. Monitor how these efforts are performing so you can improve future campaigns.

Target audiences aren’t easy to identify or maintain—but with the right content and promotion strategy, a brand can make its connection with an audience healthy and strong. How has your business seen success by investing in your target audience? Tell us in the comments.

Image credit: Toca Boca

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