To refine your messaging and how you communicate with your audience, it is essential that you know your ideal customer inside and out. When you hone in on this detail you can market to them more effectively, this is the first step to being more effective in your marketing.
Defining your audience does not need to take long and is a critical step for any business when looking to target them both online through social media, your website, or direct mail, and offline through brochures and face-to-face interactions. Understanding the emotions, goals and frustrations of your audience will help you raise engagement and ultimately conversions.
How The Heck Do I Do This? Easy! And It Only Takes 15 Minutes!
Be as specific as you can be – you know the saying:
“If you try to market to everyone, you are marketing to no-one.”
To make it easy, start with one demographic and persona, refine it, and then move onto your second and third.
Think gender, age, socioeconomics, hobbies, family life, work life etc. You can have more than 1 persona and you could even give them names and imagine what they look like.
It is important to consider your demographic in terms of your website, your social media and any other direct marketing you do.
Your persona should embody someone likely to visit your website and make a decision to contact you. To create a fully fleshed out persona, your persona should have the following characteristics:
You are looking to write a paragraph on each item, and ensure others in your team have input. To get the most out of your personas, all people in your organisation should get to know them inside and out, so make your persona believable.
Great businesses will pin up their personas around their workplace as a constant reminder to who they are targeting. Use them to guide your team on marketing decisions, website changes and other collateral in your organisation including but not limited to:
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