Several techniques have been used for years and across the world to look at a problem from multiple angles and lead you to a solution. Like any challenge, staring at a blank wall is the toughest place to be. Luckily, you do not have to stare at a blank page to identify and understand your audience. Let us break it down using the Who-What-Why-How.
*What are we selling to whom, And Why would they buy it?*
“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.
Who is your audience?
The very first challenge in marketing is knowing WHO you are speaking to – without this, your content and efforts will be for nothing. The most important thing to remember about customers you are trying to reach is that they are people – just like you, just like me.
To start this for yourself and define your target audience, look at the profile of your existing customers.
What do they care about?
To get a deeper understanding of your audience, it’s important to understand what they are interested in and what scares them. What drives their decision making? In order to determine this, think about the prospect as more than a number or a dollar sign. As cheesy as it sounds, remember: prospects are people, too. Find out what your audience wants and needs by researching keywords and queries. Search engine queries are direct expressions of what is most important to your audience.
Why do they need your service?
Why your audience most likely to be receptive to your message? This is a big component of creating a valuable message. Does your audience need your help during business hours or at certain times of the year? By understanding why or when your audience needs you, you can tailor your message. Make it most effective when they need you and ensure you are not bombarding them when they aren’t interested. To do this, look at the seasonality of your business as well as the seasonality of your customers’ businesses or lifestyles because customer influences your brand image and loyalty potential.
How will they reach you?
If you offer any type of in-home or in-person service, it is likely your customers find you through Google and calling or contacting you directly from the search engine. Or, do your customers stay in touch via email or phone calls? Who in your company builds relationships with your customers? Looking at how customers reach you will ensure you are there when they need you most.
So, take some time to learn your audience and determine when, how, and where you will reach them.
