We need to start this article with an extremely important question that concerns your business and the way you earn your customers. And it is related to your target group and is namely:
Do you know your customers?
It often happens to the questions “Who is your target group or audience? To whom should we direct the advertisement and the message? ”To get the answer: I sell to everyone.
Yes, sales happen on your own, and you can sell a cell phone to both a 19-year-old girl and a 60-year-old man. More importantly, you need to determine which market segment is right for you and focus on it. There will be such "side" sales, anyway.
Let's give an example to make it clearer
Online "hypermarkets" sell from baby shampoos to prefabricated houses, but they are aware of marketing techniques and different target groups according to the products they offer. Let's say that the advertising of their shampoos is aimed at a completely different target group (such as gender, age and place of residence) than their advertising for high-end mobile phones. They have fairly well-classified target groups and stick to them when creating creatives and writing ad texts.
Defining a target group
However, before indicating the target group / audience, it is good to define the target market we are targeting. To do this we need to answer 3 main questions:
- What problem does our product or service solve?
- Who is most likely to have this problem?
- Are there different groups with different needs in this segment?
Once you have answered the above questions, you should choose how you will classify your target group. This can be done through the following several verticals, which can also be combined:
- Business or individuals - or the so-called B2B (business to business) or B2c (business to customer) offers
- Geographical distribution - you can work locally (city), nationally (country) or globally (choice of countries or the whole world)
- Demographic distribution - age group, gender, income, education or other.
- Psychographic distribution - emotional state, values, fears and others.
- Generation - Many companies develop products for certain generations.
- Stage of life - pensioners, pregnant women, single mothers, etc.
- Behavior - can be used for interests and frequent use of beauty salons, or car rental, organizing vacations and more.
After the classification comes the definition of the specific target groups of users. This is done on the basis of the general features that you have already characterized for your potential customers. This is followed by the creation of specific user personalities, but in a moment. Now it's time to see what to do with our target groups.
We have the target groups and now what is next ?
Having already gone through the previous stages, it follows:
1. Define our marketing goals
What are you trying to achieve? It's almost always more sales. Most likely, you already have indicators in place to monitor whether you are doing well and you are on the right track (Key Performance Indicators - KPIs).
It's much easier to get to what you want to say to your target group once you have all of the above, right? This will help you focus on your marketing efforts and achieve your goals more easily.
2. Create your user persona
What are the personas? These are imaginary users created on the basis of your real ones. They describe the person and his needs, habits, his fears and his attempts to object. They can be created in many ways, but combining more than the following shows that you know your customer well and your sales will start almost automatically.
How to create a user persona?
- Order history - you can see how often your customers place orders, what they buy most often, how much they are willing to spend, etc. This will give you the most information on how to approach it properly.
- Analyze the data collected - review your Google Analytics, see what people are watching, what they read, what interests them. Try to see what stops them from buying. Browse your email lists, social media. Anything that can be useful to you is welcome.
- Consumer surveys - a very powerful tool and you should not miss it. Ask your potential customers what they want to buy, what they would like to see from your company, etc. There are so many options to gather this information. You can even offer an additional discount when ordering if the customer is ready to complete the survey.
- Competition analysis - see your competitors - look at what they offer, how they offer it. Do they succeed?
3. Marketing your target audience
Once you have the knowledge listed above, you can safely prepare the right advertising messages and materials, as well as your unique sales offer and enter the market victoriously. This will leave your competitors behind and give you a sufficient advantage whether you are an established business or just starting your entrepreneurial journey.
Remember that for a company to be successful, it must not stop moving and developing. Analyze the results, create new products or services that your potential or current customers are happy to buy and enjoy the results.
Setting marketing goals and defining target groups is a good way to focus your marketing efforts in the right direction, or at least in the direction you want, rather than just wasting resources. Be it time or money. This will help you market your products much smarter and with less resource than your competitors.
We hope you found this article useful to create your target audience, or if you haven't thought about it yet, that we've convinced you that it's a must for more sales.
If you need help, our experts are there to help. Do not hesitate to write to us or call us to arrange a meeting. Until then, you can join our email list and receive our latest articles in your mail.