understanding your target audience
TRANSCRIPT
understanding your target audience | vbmarketing.co.uk ©
So, just who am I selling to? The importance of understanding your target audience
understanding your target audience | vbmarketing.co.uk ©
Victoria Branch Marketing Strategistvbmarketing.co.uk
vbmarketingltdvictoriabranch@vbranch07740 830273
understanding your target audience | vbmarketing.co.uk ©
What we will cover in our session
The importance of understanding your target audience
How to categorize your audience Demographic segmentation Psychographic segmentation Creating personas
understanding your target audience | vbmarketing.co.uk ©
ACTIVITYIntroduce yourself! Please share: Your name The product or service you sell Your main target audience for your business
understanding your target audience | vbmarketing.co.uk ©
Foundation of marketing… understanding your target audience
understanding your target audience | vbmarketing.co.uk ©
So, just who am I selling to? And why bother finding out?
attracts quality leads and turns them into paying customers and raving fans
get in front of the right people…
with the right content in the right product
at the right time!
understanding your target audience | vbmarketing.co.uk ©
ACTIVITYGet into groups of 2 or 3 and describe your key target audience to the teamHow you categorize them
understanding your target audience | vbmarketing.co.uk ©
VOLUNTEERTalk through your primary target audience[flip chart]
understanding your target audience | vbmarketing.co.uk ©
Segmenting consumer audiences
Geographic segmentation
Demographic segmentation
Psychographic segmentation
Behavioral segmentation
understanding your target audience | vbmarketing.co.uk ©
Demographic segmentation
Age Gender Location Income level / Turnover Education level Marital Status Occupation / Position in company
understanding your target audience | vbmarketing.co.uk ©
Demographic segmentation
Age Gender Location Income level / Turnover Education level Marital Status Occupation / Position in company
understanding your target audience | vbmarketing.co.uk ©
Demographic segmentation
understanding your target audience | vbmarketing.co.uk ©
Demographic segmentation
understanding your target audience | vbmarketing.co.uk ©
Demographic segmentation
understanding your target audience | vbmarketing.co.uk ©
Demographic segmentation
understanding your target audience | vbmarketing.co.uk ©
ACTIVITYGet into groups of 2 or 3 and come up with ideas on how you find out information on your target audience
understanding your target audience | vbmarketing.co.uk ©
Psychographic segmentation
Psychographics are more personal characteristics of a person, including:
PersonalityAttitudesValuesInterests/HobbiesLifestylesBehaviour Style
understanding your target audience | vbmarketing.co.uk ©
Here are some prompts to initiate the conversation with your audience:
1. Identify the #1 question you get asked all the time…and answer it.2. Which experts does your ideal customer find valuable, or who do
they really value the opinion of?3. What does your ideal customer talk about all day long?4. What are they most afraid of or what keeps them up at night?5. What does your ideal customer need to know about you?6. What are they following or posting on Pinterest/watching on
YouTube?7. What could help them right now?
Customer research
understanding your target audience | vbmarketing.co.uk ©
A fictional person who represents one of your target groupsDetailed set of representative attributes and data for a target audience
What is a Persona?
understanding your target audience | vbmarketing.co.uk ©
As a design tool, they are a powerful way to communicate behaviors, goals, wants, needs and frustrations
As marketing communications tool, they provide insight into reaching and engaging your customer
Why have Personas?
understanding your target audience | vbmarketing.co.uk ©
x
understanding your target audience | vbmarketing.co.uk ©
understanding your target audience | vbmarketing.co.uk ©
Any personas out there?
understanding your target audience | vbmarketing.co.uk ©
Why we have personas
understanding your target audience | vbmarketing.co.uk ©
To put a face to the people you want to reach
understanding your target audience | vbmarketing.co.uk ©
To understand how your customers make purchase decisions
understanding your target audience | vbmarketing.co.uk ©
To learn how customers interact with your product or service
understanding your target audience | vbmarketing.co.uk ©
To understand their frustrations or pain points
understanding your target audience | vbmarketing.co.uk ©
To enlighten your online strategy by understanding their web behaviors
understanding your target audience | vbmarketing.co.uk ©
To understand consumers’ use and interactions with various media types
And finally…
understanding your target audience | vbmarketing.co.uk ©
To Round up….
determining a good clear target for your business is really important. Costs less, get’s better results, more predictable.
attracts quality leads and turns them into paying customers and raving fans
understanding your target audience | vbmarketing.co.uk ©
Action Steps
For a week or two, spend ten minutes per day researching your target market
To help you build relationships with your audience, pick one or two events to attend. The goal is to have an opportunity to connect face-to-face with your target audience.
Set aside 20-30 minutes to get quiet and FEEL the problems and pains of your customers.
Open the conversation with your clients, survey them… start with your friends and family
understanding your target audience | vbmarketing.co.uk ©
Boost your on-line marketing for £99Get your assessment with an inbound
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jargon free practical advice that you can
quickly put to good use.
Victoria Branch Marketing Strategistvbmarketing.co.uk
[email protected] 07740 830273
understanding your target audience | vbmarketing.co.uk ©
Victoria Branch Marketing Strategistvbmarketing.co.uk
vbmarketingltdvictoriabranch@vbranch07740 830273