In this blog series, we will explore components needed to craft a bold marketing strategy.
Defining your target audience is the first step to developing your campaign. What problem does your product or service solve? When you can clearly answer that, you begin to identify your target audience. Because let’s get real, no one cares about you or your company’s capabilities or the cool features of your product. (Except for your mom, who was probably the first one to like your business’s Facebook page.) That’s a little harsh, but it’s true.
If your target audience doesn’t care about your business, how will you ever find them? You have to figure out what problem they have and how you help them solve it. If you can identify that, you’ve found your target audience. Once you’ve identified your target audience, your analysis can go a step further by developing buyer personas.
Simply put, a buyer persona is a fictional character (or set of characters) based on your customer and the problem they need solved or goals they are working to meet. By examining and defining their demographics, behaviors, motivations and goals, your marketing strategy will quickly become more effective because its focused. (Understanding their motivations and goals is a key element to the Buyer Persona exercise – read more about the danger of simply applying demographic and psychographic data.) Developing buyer personas will help you determine what creative will resonate with the audience answering what problem they need solved, where to concentrate your budget and allows for alignment of the marketing strategy throughout your entire company.
The next level of defining your target audience is likely at your fingertips. Look at your customer data. What is in your CRM or in your billing system about your customers? You likely know their buying habits, favorite products, average spend with your company, etc. Mine your data for even more information about why, when and how they do business with you and leverage that!
Lawton has the expertise (sprinkled with some awesome creative energy) to take your marketing to the next level. Whether you need a boost in analyzing your current target audience or want a full buyer persona evaluation, we’re your resource to help.
You’re here to be awesome! We’re here to help. Let’s be bold!