Without a clear understanding of the audience that your products and/or services will most appeal to, your business is effectively groping in the dark with no clue what to target and a limited potential for ROI on your marketing spend.
The following guide by consumer insight specialists Kantar Media Audiences offers the key considerations to work out in order to get your business finger on the pulse of the people who buy, use and recommend your products and services.
Pinpointing Your Demographic
The first factor to hone in on is exactly who your target audience is. While a few demographical details won’t uncover what will motivate people to buy your product, it is a fundamental beginning that starts to form an initial picture. For example:
- Busy professional males aged 25 to 35 who live in London and earn over £30k per year.
- Retired people over 60 who own their own home and travel three times a year to visit their children and grandchildren.
Even a brief demographical outline yields valuable information because it creates context. Context is highly important in defining the type of marketing that will appeal to your target audience. If for example you’ve discovered that most of your customers are retired people over 60, creating a Facebook campaign featuring a competition to win a snowboarding trip to Alaska is certainly not going to hit the mark! Additionally, if your initial demographical information is strong and on point, it will be an excellent foundation to dig deeper for quality audience insight.
The things that your target audience are most concerned about are key, whether it be dreaming of a new relationship or financial worries. A problem or need creates an interest or desire – for example if your demographic is the over 60 age group, they will be open to products or services that improve their health and wellbeing. Understanding what your customers prime motivating factors are will also help you hone your products and services to appeal to new consumers.
Find Out Where They Like to Spend Time
Knowing the places where your target audience spend most of their time is also crucial, s this will dictate what marketing channel you launch a campaign, such as on social media platforms, on TV or in-store. It’s a good idea to find out from your customers via a short survey where they like to get their information from, what resources they trust, how they most like to engage with friends and where they go to shop for different types of products
Focus on Benefits
In modern times, particularly with the advent of the Internet, consumers have a wealth of resources to find products and services, so the old tactic of businesses promoting the features of their products no longer ‘cuts the mustard’. These days people want to know how a product or service benefits them as individuals. This is why it is so important to build a strong audience profile from the ground up, and keep adding to it as the tastes and habits of your customers evolve. If you know your audience you will be able to hone the benefits of your business to them over competitors. You cannot go wrong if you keep giving your customers clear benefits that they cannot get elsewhere.
Consumer insight specialists Kantar Media Audiences advise that the tricky aspect about the times we live in is that consumers use a multitude of channels to research and buy the products and services that appeal to them, plus they now engage with content rather than passively surf, watch or listen. While the above tips will give your business a good start in understanding your target market, if you need the in-depth quality audience insight that comes from understanding consumers holistically throughout the many resources they frequent, it is best to get professional help.