There are many aspects when you are putting together a marketing campaign that can be stimulating and fun to do, such as developing all the materials. However, there are aspects that are much less stimulating but just as, if not more, important. One such aspect is researching and understanding your target market for your campaign. This step is often overlooked or just given a standard couple of hours of work. Yet it is an imperative piece of the marketing campaign structure. To have a successful campaign this has to be done thoroughly. The more attention you give it, the greater your results will be. It can be a daunting task knowing where to start, so I have put together a list of 4 things you must know about your target before you begin any campaign.
Who are they?
This is almost too obvious, however there are people that still do know as it can be very difficult. Define exactly who you are aiming at whether that be pensioners in their 70s or 16-24 yr olds out of work. The more specific you can be the better.
What do they want?
Once you know who they are, you must then define what it is that they want. What is your product going to solve for them? By knowing this you can then refine your message to appeal to that core drive or desire in them.
Where are they?
This is a vital step in the process because if you don’t know where they spend their free time, where they work or how they travel, how can you put your messages in the right place? Do they spend most of their time on social media or do they read a lot of newspapers? Research into where people are and you can then put your messages in the right place to be seen.
How do they talk?
This final question to ask yourself is possibly almost never done. However, this is a critical step. Knowing the language they use can help you refine your message to talk in “their language.” Speaking with teenagers is not going to be successful if you are using terms that highly successful people in their fifties use. Get your language to chime with theirs and your message will really resonate with your audience.
Carry out these four steps when researching your audience and it will vastly improve your messaging. You will find that you get better results the more you understand your audience.
This is the start of the sales process. Come to our Sales BluPrint workshop to learn the rest.