Finding Your Ideal Audience
If there is one thing we do know when it comes to marketing your business online, it’s that you need to find your ideal audience. This is similar to creating an ideal customer persona (you can see mine here), but is more related to how to attract the right people to your business content and sales funnel.
This is not only applicable in what your website looks like, what products you create and the type of content you produce for it, but is also something you need to know in order to find out where your ideal audience hangs out online and what needs they have.
How to get started.
Your ideal audience should be created based on a profile you create so you know who you are targeting with your marketing. They can be purely fictional and based on your own ideas of your ideal visitor, or can include data you have already gathered from your website and social media outlets. Either way, to begin with these profiles should include age, gender, location, income and relationship status.
For instance, if you look at the following profiles you will see that they allow you to get a quick overview which includes each of the essential requirements.
- A single male in his early thirties renting an studio apartment in Hong Kong and making more than $150,000 a year
- A married mother of three in England who is a stay-at-home parent and has a total family income of less than $30,000 per year
- A divorced father of five living in Australia, on a large property, with a net worth of over a million dollars
- A couple in their early twenties with no children, coping with unemployment, living in Seattle
Each of these profiles contains enough information to give you a basic understanding of the demographic shown. Each is a starting point that will help you decide if they are a part of your target market, or if your content and promotion is attracting the wrong type of people for your business. You need to have a solid base for your profiles before you begin to flesh them out with more information.
The next thing to work out is what each of these is looking for.
What are they struggling with?
What problems keep them awake at night?
What are they desperate to find answers and solutions to?
You can do this by checking out where they hang out online and finding the common questions that they ask. For instance, the married mother of three in England may hang out in online forums for mothers who want to make extra income by working from home. These forums could be on social media (Facebook Groups for instance) or standalone forums dedicated to just that group of people. Find this out (Hint: Google is your friend), join the forum and see what she and others are asking advice on. This will give you an understanding of the things they want to find information on so you can base your content around that.
Then you can adjust your profiles accordingly so you have an idea of exactly what each one is looking for.
- A single male in his early thirties renting an studio apartment in Hong Kong and making more than $150,000 a year who hates his job and wants to change careers
- A married mother of three in England who is a stay-at-home parent and has a total family income of less than $30,000 per year who is looking for work at home opportunities to boost the household income
- A divorced father of five living in Australia, on a large property, with a net worth of over a million dollars who has a passion for high tech toys and wants to buy them
- A couple in their early twenties with no children, coping with unemployment, living in Seattle who are looking for employment in the hospitality industry so they can afford to study for a qualification
Needs are a powerful force in connecting with your ideal audience. If you can create content that empathises with the problems they have and then have a product or service that solves this, then your audience will jump at the opportunity to purchase. If you already have a product for instance, then you could back track with it to work out what problem it will solve and for which need you have identified. You will then be able to match the profile you have created with a marketing strategy that targets these ideal clients as an audience.
Once you have this information you can then use it to create specific content and products that target each profile you created. Knowing where they look for answers online means you can join and contribute to these places and provide help and advice which will encourage the members to visit your website to learn more about you. You can add clear calls to action on your content to direct visitors to your products and services that you already know they are looking for, and encourage them into your sales funnel so you can follow up with them in the future.
We can help you work out the best strategy to help you be more successful with your business strategy online. We have recently introduced a Business Consultation Package that can help you increase your leads and sales. To learn more about this package, please check out the Business Consultation Package and then Contact Us to help your business to be more effective online.