Buyer personas, competitive analysis, creating a selling proposition, sales funnel, strategy, and goal setting
To promote your business on the web effectively, start from the basics: Identify your target audience and learn how to differentiate yourself from competitors. Then use this knowledge to create your digital marketing strategy and set specific goals.
Your business success will depend on how accurately you'll understand who your potential buyers are. That's why you should begin any digital marketing activity with audience research.
A target audience includes potential buyers who are likely to be interested in your product and often share some common features like gender, age, residence, income level, etc.
You need to understand your target audience and their demands to come up with a perfect offer that can solve their problem.
A common mistake in identifying the target audience is to describe it very broadly—for example, to define your target audience as men and women between 30 and 50 years old. This description can be used both for a housewife with three kids and a CEO of a large company. But you don't know what they have in common and what they want.
If you don't study your potential buyers and try to sell your product to everyone, it will be too expensive for you as you'll have to win the attention of a huge crowd. Target audience allows you to work selectively and address only those people who are most likely to get interested in your product. In this case, your advertising expenses will be lower and your conversion rates higher.
Identifying your target audience, as specifically as possible, informs every decision you will make.
Consumer audiences are generally identified using demographic factors, such as age, income, interests, and household type (homeowner vs. renter).
B2B audiences, on the other hand, are often specified using a defined set of criteria such as geographics (region), firmographics (industry and company size), technographics (related technology infrastructure), psychographics (concerns / problems / pains), role, and mediagraphics (where they find information).
Knowing your target audience will also help you understand where to promote your product, what channels to use, what platforms to be present on, and who to address. For example, you sell expensive designer clothes and have identified your audience as ladies between 18 and 30 with a high-income level who are interested in fashion. Hence you need to use social media for promotion, especially Instagram as lots of young fashionistas ca be found there.
Therefore, to better understand your target audience, it's a good idea to build your target audience profile.
How To Build a Target Audience Profile
Define the key aspects: Gender, age, location, occupation, income, and marital status.
Describe what your target audience's values are. It can be stability, comfort, social status, family, career, children, etc.
Find out what websites, blogs, and social media your target audience prefers.
Identify the target audience's problems that your product can solve.
Describe the buying behavior of your target audience when they select, buy, and use a product. Pay attention to how they are looking for a product, what features they prioritize, what influences their decision to buy, and what product characteristics matter to them.
An Example Of a Target Audience Profile
Women between 25-45 with an average income level living in a small town or the countryside. They are married with a child of 1-10 years old. They are rational buyers as they can't afford to buy impulsively. They appreciate comfort and usability. They are active in forums for women and on Facebook groups. They never buy things spontaneously—they choose carefully and compare prices. They want reliability and guarantee when they buy a product and they like discounts.
Once you've identified your target audience, you should segment it, that is, subdivide it into specific personas.
Persona (buyer/marketing persona) is a generalized and more specific portrait of your customer.
A buyer persona helps you better imagine your target audience by focusing on a specific person. Thanks to personas, it's easier to understand what different buyers in your target audience want and create offers based on their real needs.
Remember that you don't need to think of all the possible personas. Focus on those personas who you want to work with and who can bring the biggest profit to you. Usually, 3-4 personas are enough. A persona can also be a collective image of several buyers.
Remember that while building a target audience profile you should describe its typical representatives.
Examples Of Buyer Personas
Let's look at three contemporary personas having quite different traits and describe their scenarios in detail:
John Richard Young 45 years old
John is a violin teacher at a music college. He is single, loves music, and visits concert halls every month. Also, John has a hobby—he is interested in photography.
Mary Ann 29 years old
Mary Ann is married with two children. She is a freelance copywriter and spends most of her time at home with her kids. She works from home and does housework. Mary Ann also does sports—she runs in the morning and goes to yoga classes.
Oliver 36 years old
Oliver is married with two children. He is the CEO of a distribution company with an annual turnover of $10 million. Oliver would like to spend more time with his family but doesn't have time for it. He used to be a semi-pro swimmer but now, due to his busy schedule, he can only go to the swimming pool occasionally.
How To Work With Buyer Personas
Describe the persona's traits using the data about your target audience—gender, age, occupation, lifestyle, interests, personality, attitudes, etc. Give the persona a name and do use images—photos or drawings—that visually express the persona's character. Describe the persona freely so that you'll be able to imagine a specific person vividly.
Here's an example. Kate is a student. She moved to Seattle to study travel management. She gets a scholarship and some money from her parents. She knows a lot of people. Kate also attends a drama club and does lots of other activities. In the summer she would like to go to the sea with her friends.
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