Whether you send bulk email, use social media, or use any other online marketing method, knowing who your target audience is comprised of is very important. This will allow you to better target your marketing material towards their needs and preferences, thus increasing the effectiveness of your campaigns. While many would think of demographics such as age, gender, income levels, etc. as a definition of a target audience, it goes a lot deeper than that. Remember that demographic data for a business is something that can be easily figured out in most cases; for example, if you sell trendy urban clothing for men, chances are that most of your site visitors will be young men. What you want to do is to find out what really interests your audience and what they’re in search of.
Here are some things that you can do to find out more about your target audience and adapt your business and marketing to it:
- Listen to what your customers are saying
Are there any questions that your current or potential customers are often asking you, either through email, blog comments or social media posts? While answering them is important, you can also use these questions to paint a picture of your audience and understand their needs. By seeing which questions are asked most often, you can get a good idea of what your visitors and customers are in search of.
- Ask questions to your visitors
Use your social media pages and your blog to ask questions to your site visitors. Ask them about their interests, what they’re looking for when they visit your site, and what they would want from your business. The answers they give you will be very useful if you want to understand your audience better.
- Use surveys
There are many free survey solutions and scripts that you can use. These can be integrated with your social media pages, your blog, or your company’s main website. You can also include surveys in email messages that you send to your customers after they’ve made a purchase from you. It is possible to use multiple-choice questions or to use open-answer questions where the user will type in a response. However, for best results, the survey should be short and easy to complete. If you use a longer survey, consider offering a reward such as a discount on future orders from your site.
- Keep track of the data that you’ve collected
Unless you run a very small business with a limited amount of customers, you won’t be able to remember everything about your customers in your head. This is why it’s better to keep track of the collected information in a notebook or electronically. You can also categorize things that you’ve found out about your audience for easier reference later on.
By using these methods to gather more information, you will be able to make better business decisions and present marketing materials, content, promotions and products that will be more likely to appeal to those who are interested in your business offerings.