All marketing efforts should start in the same place: daydreaming about your audience. Why?
Because in order to reach them, you have to get to know them. And in order to get to know them, you need to spend some time thinking about them.
Whooooo are you?
Time to daydream. Who is your audience? What do you know about them? Of course your audience will include a variety of people, but if you can answer the questions below about the majority of your audience, you will be able to target your marketing efforts more effectively.
The basic questions:
- Are they male or female, and what’s their age range?
- What level of education have they reached?
- What kind of jobs do they hold?
- How do they like to spend their free time?
- How much experience do they have with the product or service you offer?
- What kinds of problems are they currently having that you can help solve?
Spend some time thinking. Daydream about the people you want to reach, and imagine the answers to these questions.
Plunge in to learn more
To really understand your audience, ask for feedback. Consider online surveys, or informal focus groups. Ask your best customers out to lunch, and find out more about them. Poll your blog readers if you have a blog, or send out a survey with your email newsletter.
Market to an imaginary customer
Once you’ve gathered information about your customers, create one “ideal” imaginary customer, and keep that person in the front of your mind every time you work on your marketing. Target your marketing as if you were speaking to that person alone. Meet their needs, and you’ll find that your marketing will hit the target you want to reach.
This is the second in a series of ten lessons called “Design 101.”
The next lesson will be about creating content that tells a story, and engages your audience. You’ll discover how to present your information in a way that draws customers in and makes them want to know more.