Understanding your target audience

understanding your target audience | vbmarketing.co.uk ©

So, just who am I selling to? The importance of understanding your target audience

Victoria Branch Marketing Strategistvbmarketing.co.uk

vbmarketingltdvictoriabranch@vbranch07740 830273

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

ACTIVITYIntroduce yourself! Please share: Your name The product or service you sell Your main target audience for your business

Foundation of marketing… understanding your target audience

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!

ACTIVITYGet into groups of 2 or 3 and describe your key target audience to the teamHow you categorize them

VOLUNTEERTalk through your primary target audience[flip chart]

Segmenting consumer audiences

Geographic segmentation

Demographic segmentation

Psychographic segmentation

Behavioral segmentation

Age Gender Location Income level / Turnover Education level Marital Status Occupation / Position in company

ACTIVITYGet into groups of 2 or 3 and come up with ideas on how you find out information on your target audience

Psychographic segmentation

Psychographics are more personal characteristics of a person, including:

PersonalityAttitudesValuesInterests/HobbiesLifestylesBehaviour Style

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

A fictional person who represents one of your target groupsDetailed set of representative attributes and data for a target audience

What is a Persona?

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?

Any personas out there?

Why we have personas

To put a face to the people you want to reach

To understand how your customers make purchase decisions

To learn how customers interact with your product or service

To understand their frustrations or pain points

To enlighten your online strategy by understanding their web behaviors

To understand consumers’ use and interactions with various media types

And finally…

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

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

Boost your on-line marketing for £99Get your assessment with an inbound

marketing specialist for just £99 and receive

jargon free practical advice that you can

quickly put to good use.

hello@vbmarketing.co.uk 07740 830273

vbmarketingltdvictoriabranch@vbranch07740 830273

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