Annual Target Audience Check-Up in 2021

Annual Target Audience Check-Up:

If you know marketing, you know: it’s crucial that you reach your target audience in the right place every time. And if you’re new to marketing, we’re glad you’re here to learn!

In this article, we’ll learn how to quickly research your current audience to make sure your ads are moving in the right direction!

Skeptical about the need to re-evaluate your target audience? You can have more fans on Facebook than all your competitors combined! Very impressive, right?

It could be. A large following can lead to a common misconception that Alexandrea Harrelson, CEO of Harrelson Media, is called a “follower illusion,” which is the idea that the number of followers you have determines your influence. In fact, it’s more important to have great engagement than a large number of fans. For example, if you have 100,000 followers with a 10% engagement rate, you will reach fewer customers than if you had 50,000 followers and a 50% engagement rate. The moral of this paragraph is to keep reading and keep an open mind!

So here’s the research. There are three checkpoints, each of which is an important part of a perfect target audience. This is an excellent opportunity to evaluate and identify potential problems with the current advertising direction.

If you can’t see conversions or are worried about your hearing, you should take the hearing test and go back to normal.

Checkpoint 1: Will you become a follower or friend?

Obviously, most people trust their friends more than advertisers. And let’s face it, it’s smart of them. But what does it mean for our marketers if we want to build symbiotic relationships between our customers and our companies? It can stimulate a healthy identity crisis.

At checkpoint 1, you want to make sure you don’t fall into the follower’s mistake. Do you remember the calculation we made at the beginning? Let’s use simple numbers this time.

You have 10 followers on Instagram, but your average post is 3 likes and 1 conversion. This means that you have 7 followers who do nothing but inflate your ego. Ideally, you want all of your followers to be engaged with your content and enthusiastic about your product, but in this scenario, you’d rather participate and make sure the 3 fans who liked the post know what you’re seeing and are grateful to you. . ! Build brand loyalty and what we call friendship. It allows you to serve those who truly care about your business, instead of seeking death. It also gives you more bandwidth so you can find out what you’re doing right and do it!

So your job is to make friends with your followers. Followers can like or comment, but friends will also be loyal and can even introduce you to friends … who can become more friends … who will introduce you to their friends … it’s a beautiful cycle.

If your audience is well-targeted, your followers/friends will be seen and foster the symbiotic relationship we talked about earlier. Prioritize them and give them a great product, come back to buy back or attract new customers.

If this idea of   “friendship” sounds strange to you, take a step back and consider why your followers aren’t friends. The cause of the problem probably lies in your target audience. Maybe it stopped and you passed. Or target the wrong groups of people – some demographics sell too much or are just wrong for your business.

If you haven’t already, challenge yourself to make friends with half or even a quarter of your followers by the end of the year. We promise you that the results will surprise you.

Checkpoint 2: How well do you know your buyer [person]?

And if you really want to make more “friends”, you should know that. Find out how to calibrate your perfect audience.

What is your ideal customer doing this weekend? How will your product help them perform better? These are the kinds of questions that help us think about our customers and understand how we can further improve their experience with our company. You can fill in the answers to these questions in a customer spreadsheet, which is your imaginary “ideal” customer. This profile helps you define and support your target audience.

Checkpoint 3: Are you aiming for the right number of goals?

A fixed point of target groups as a marketing strategy is that they promote exclusivity in their customer base. Always targeting a single demographic can neglect your potential customers and ultimately prevent your business from growing… it can even give your competitors an edge over you if you are equipped to accept customers they will be ignored. In light of these criticisms, we encourage each brand to continue to add audiences as it grows.

Note: If you’re a small business that just learns things, it’s best to focus on a large audience. Just make sure you don’t build a box you can’t get out of! Be careful not to explicitly exclude demographic groups if you can help them; it could be an expensive regret in the future.

So there are two extremes you can rely on: too many or too few goals. If you ate more than you could chew, look at the numbers – what demographics do you offer the most customers? Which demographic will cost you the most to advertise? which demographic group generates the fewest conversions for your company? Your analysis will likely reveal which targets you hit and which arrows (and money! and time!) were lost.

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