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The creation of your product, no matter how unique and seemingly so necessary is it to the customer, is only half of the story. The main task is to determine the target audience, to
understand exactly what do you sell and put yourself in the place of the person who wants to purchase it. Let’s create the image of an ideal customer!
WHAT IS TARGET AUDIENCE?
Close your eyes and describe how you imagine people who really want or need what you suggest. What are their habits, appearance, their level of wealth, lifestyle, and even all their shortcomings?
Feel their desires, opportunities and needs. This will be your target audience, which must be discerned and distinguished among the millions of people in the crowd.
Orientation or “segmentation” of these people means that you can create your own image for the proper audience, using your resources efficiently, and impress the potential customers. Avoid assumptions – in this case it is important to have a clear understanding of who your customer is.
Competently and in a full volume evaluate your market, study your competitors, explore the demand. Determining of who is your customer and tireless analysis of the audience ensures that you are on the proper way.
HOW TO DETERMINE AND ANALYZE THE TARGET AUDIENCE
1. Highlight what problems your product solves, think over the “pains” of your customers.
In addition to the ideal portrait of the customer, you need to think about the best conditions. What is supposed to happen so that you are contacted? Suggest your product as if it really solves all the problems and troubles that stand in the way of the comfort of your potential customer. Do not forget to immerse yourself into psychology and pay attention to such things as: emotional state, mood and feelings of the client.
2. Clearly answer the basic questions that are suitable for any target audience.
• What problems and thoughts keep them awake at night?
• What and who causes them irritation and aggression?
• What moments would they like to change in their everyday life?
• What are the trends that they follow?
• What do they want most?
• What influences their daily decisions?
• What language do they prefer to accept the information better?
• Who else aside from you can solve the problems of your target audience?
• Who tried to sell a similar product to your customers and when? Why it has been unsuccessful?
3. Look from different angles.
Your target audience should be studied from all sides and segmented. It is necessary to consider everything! The mentality of the country, habitat, beliefs, pain points, religion, as well as the information background where your target audience is located. Use psychological triggers and get out of the comfort zone for a while if it gives you a chance to get a bit closer to understand your potential customer.
All these data will serve as a major point of departure for assessing the size and possibilities of the market segment. Do not be afraid to make adjustments and include criteria that narrow the range of interests of the composed image. The better you know your customer the better.
4. Use the available tools.
The strict definition of your target client is more an art than a science.
Starting from the detailed image creation you can adopt the well-informed and correct decisions when the development of attractive advertising and marketing campaigns are being discussed.
Do not hesitate to use all kinds of resources and services for the selection of target audience. Use Yandex.Metrica, Google Analytics, Facebook analytics and many other resources that can answer the hundreds of your questions. Do not complicate your life with working out tons of information, whereas the access to Internet is available and someone has already done this work for you.
Study social networks, create polls, collect the geographic and socio-demographic data. Determine how your target audience “lives” and go ahead!
5. Do not lose the communication.
It is important to stay connected and not only with the regular customers. If a person has visited your site and did not complete the transaction, do not be afraid to ask what exactly was wrong. What scared him/her off, why he/she has changed his/her mind, what he/she did not like. Thus you get new food for thought, ideas and it gives you the possibility to improve your product.
6. Focus on the full study of people who have already become your customers.
This allows you to truly hear the voice of your customer and to get the answers to the specific questions about your business. Separate the types of target audience into primary and secondary. This way you can clearly understand the differences between people who are actively interested in purchasing your product and those who already use it.
As an example we can consider children’s toys, where the primary target audience is the parents who make these purchases, and the secondary target is the children who use the product, however, indirectly participate in its purchase.
Sell not goods, sell not a service or a product, sell a dream! First of all take into consideration the emotions and feelings and your business is destined to success.
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