Different people have different preferences or requirements. What some people might consider relevant or interesting might not appeal to a business’ target audience, which is why thorough research is necessary. Understanding the audience while creating campaigns for them is the key to successful marketing. Fortunately, there are many tools that can help with this process, but it’s important to ensure all the information available doesn’t overwhelm you or compromise a campaign. Here are some tips that can help:
Collect Data from First-Hand Sources
Businesses often have access to ample first-hand data about their customers so they don’t even need to look outside their own assets to gain some insight into target audiences. Take a look at online as well as offline sales records, consider information collected from customer service calls, study website traffic, analyze what type of content on your website draws attention, etc. All of this will give an insight of how customers behave and what they want. This first-hand data is a good foundation as it helps form a basic buyer persona.
Look Outside Your Garden
Once you have collected information from first-hand sources, look at third-party data. Explore industry statistics, research, study competitors as well as their traffic, and look into the information provided by key influencers in the industry. This helps create a more three-dimensional buyer persona, helping you reach out to an untapped audience. Combining information from both first-hand as well as third-party sources is an effective way to get a much better understanding of target audiences.
Consider What Kind of Audiences You Want
This is another factor many people don’t consider while building a buyer persona. Marketing campaigns or products will attract a certain type of audience, but what if a business wants to attract another segment as well? For example, if a makeup line typically attracts older audiences and owners want to attract younger ones, they need to craft a different persona altogether. They can’t rely on first-hand sources but need to focus more on market/industry research.
Modern communication technology and social media let brands establish personal ties with customers. Soliciting feedback is easy, requiring simple surveys or forms. You can ask customers what they want, expect, or if their wishes are unfulfilled. Personal assessment from even a small sample can help build a more detailed buyer persona. Once you have collected data, consider points that overlap, mistakes or complaints that stand out, and most popular recommendations.
Monitor Social Media Interactions
Interactions on social media can say a lot about customer behavior as well as their requirements. Monitor all comments or discussions to understand their perspective on content. This can provide information while giving ideas for future content marketing campaigns. Social media can also help you understand the industry as well as its common trends. You can see what kind of posts, products, and issues go viral and develop solutions accordingly.
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