Can you imagine a brand without any following? What exactly would the brand sell, and who would they sell it to. How would they ever know if they are doing a good job or not? You simply cannot serve your customers until you have a clear understanding of who they are and what they want.
Brands flourish when their audiences are satisfied and only brands that have an in-depth understanding of their target audience are able to succeed. If you do not understand who your target audience is, what their needs are and how their problem needs to be fixed — you better start now.
In today’s digital age, it is much easier for brands to monitor and identify customer behaviors, which is the foundation of understanding your target audience. Technology also makes it easier for customers to offer feedback and file complaints. It aids brands in catering to the audience’s demands more efficiently.
Our Take on Knowing Your Customers Better
Companies often look at the demographics to assess what their customers need, while also considering their purchasing power:
• Education level
• Family situation
Along with a thorough understanding of the elements highlighted above, it is also helpful on a deeper level if you ask questions to understand who your customers are as people:
• What do they value?
• What is their lifestyle?
• What do they enjoy doing in their spare time?
Let us take a look at ways you can serve your target audience in the best possible way by understanding them better:
Analyze Your Product/Service
You know what you have to offer before it reaches your target audience, which makes you the first critic of yourself. Make sure no compromises are made on the quality of your product, service, user convenience, and the overall experience you provide to your customer.
Ask yourself whose problems your offering solves and whom it appeals to the most, create your marketing and advertisement content accordingly. Be ready to move with the times and make changes as and when needed.
For example, Coca Cola has always believed in advertising, and that belief has made it one of the top ten most valuable beverage brands in the world.
Some of the words that can be associated with their ads are colorful, wholesome, happening, and celebratory. The brand is aware that their product attracts all kinds of people, so their ads show families, students, friends and all kinds of people getting refreshed and having a great time, together.
Their vision also includes their belief about shaping their business according to the trends, and that keeps them in touch with their target audience and their preferences.
Create Customer Personas and Segments
The customer persona, also known as a buyer persona, is a semi-fictional archetype that represents key traits of a large segment of your audience, based on the data you collect from user research and web analytics.
When you start a business, you need to outline the characteristics of the kinds of people who you think will be interested in your brand. One way to do that is to look at the existing customer base of your competitor. If the competitor’s position in the market is where you aspire to be, then you should be able to get a fair idea about what your target audience should be like.
If your company sells high-end branded shoes or bags online, your ideal demographic could be a 25-year old independent working woman, who likes to dress up for work and parties, enjoys eating out with friends, believes in quality attire, and aspires to look her best every day.
Demographics include basic characteristics like age, gender, education level, ethnic background, and marital and family status. While Psychographics are more concerned with who people really are, their behaviors, values, personality, and lifestyle.
It’s important to consider both demographics and psychographics when trying to conduct a full analysis of your target market. When you know this is what your target audience will mainly look like, you will be able to devise a marketing strategy that caters to such women. It will also help you understand the struggles and problems of your target audience, and that will aid you in solving these problems with your product.
Offer Factor understands that a major chunk of their target market is between 18-30 years of age, hence its design and collections speak well to that demographic. The colors on their website are bright, the font is neat and hip, and the images feature trendy young people. Also, people like to see festive visuals during holiday season, and Offer Factor makes sure to give them exactly that on their website.
Know Your Keywords
Keywords are always an essential part of marketing, advertising and branding your product online. The advent of digital media has made them undeniably indispensable. Not only do they play a role in registering a brand’s name and identity into the target audience’s mind, they also play a major role in directing your target audience to your social platforms. Hence, it is safe to say that their impact is tangible.
Keywords typically fall into 3 main categories. By identifying relevant search terms and the user intent behind them, you can develop content to better address your audience’s need.
Informational article is often found in blog posts, learning centers, FAQs or resource sections. Navigational and transactional content is found on product pages and product-category pages.
As a brand, it is important that you understand what draws your target audience to your store/website, and what stage those audience members are in. That way you can make those keywords part of your SEO strategy to gain more traffic, and also tailor your store or website accordingly in order to offer the best user experience to your target audience.
For example, if I look for “Women’s sweaters USA” on Google, I see Macy’s link as the top third link. When I look for the same keyword on Google Trends, I see an increase in people’s interest in the trend between October 2018 and January 2019 (the winter months, also the holiday season).
Upon scrolling further down, I see that there has been a 700% increase in the (related) query “Macys women’s cashmere sweaters.”
Macy’s knew what people would start searching for as winter 2018 approached, and tailored their content accordingly. That is just one of the many advantages of knowing what your target audience is looking for. Some research into what your competitors are doing and how they are doing it can help you recreate the same with your own branded tone and style.
Understand What Your Customers Value
Some of the most helpful customer data you can collect can come from surveying existing and prospective customers. Even a small one- or two-question survey on a social media platform or your website about your product or service can tell you a lot.
This way you can understand what your target market needs, why it is (or isn’t) shopping with you, would they like you to offer any additional product/service/features, and in what ways you can improve your offering more appealing to them. Customer feedback is also helpful in improving the overall experience you offer them.
Streamlining your target audience is not possible without a sound, in-depth understanding of who your target audience is in the first place.
Keyword research, customer surveys, and constant analysis of the quality and performance of your offerings can help you identify who your target audience is and what they need from you.
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