Recently, Lexicon posted about common content marketing mistakes organizations make. One of the main mishaps is not knowing your target audience. As promised, we’ve drilled down the basics on how to define your audience adn improve your marketing strategy.
Valuable information about your customers will allow you to tailor your marketing strategy to meet their needs and wants. But, getting to know your audience requires a bit of recon. The more you know, the better. Here are some general traits you should define:
- Marital status
- Hassles and pressures
- When, why and how they purchase goods
- Their view and expectations of your company
For more tips on audience traits to identify, check out this video!
Interact With Customers
The easiest way to discover your audience’s key traits is to interact with them. There are several ways you can do this, but we’ve found these strategies to be effective:
- Social media: Take a look at the profiles of people who are sharing or “liking” your content. Odds are you will find similarities among users that you can add to your bank of traits.
- Events: Creating face-to-face connections will not only allow you to learn more about your audience, but also will help create more loyal relationships. Being able to put a face behind a product can make your brand feel more personal to consumers.
- Communication: Try sending out a survey or chatting via email, phone, or text. Although this one-on-one communication may require extra resources, you’ll gain valuable information about your audience that can pay off long-term.
Create a Persona
Once you’ve gathered this information, begin to mold it into your ideal customer. Many companies will go as far as giving that customer a name. The process of shaping an intangible idea into a real person will help your company keep the customer top priority when creating new content.
Want to learn more? Check out our tips on why designers should do their own audience research.
Lexicon is an award-winning firm in Des Moines, Iowa, that specializes in content marketing.