By knowing your audience, you can decide which marketing strategy is the most effective to engage them. Because thinking you can shoot fish in a barrel with your marketing strategy doesn’t always work.
Before you develop a web strategy it is essential to understand who is your audience. Here are 4 steps you need to find out to know who it is you are trying to engage with your web site and online marketing strategy.
Define your primary audience: No, not everyone can be your primary audience. These are your prospective customers and are very likely to buy from you. They are actively looking for your services or products. Friends or family have referred them to you. Or they are responding to an ad or an offer.
Define your secondary audience: This group may include past customers, investors or business partners.
Describe your primary audience: What I do for clients is create Personas. These are detailed descriptions of customers coming to use your site. The better you understand them, you can decide what tactics, language, design and tools would engage them best. You be as detailed as you wish but what you want to get their demographics, psychographics, motivations, buying habits, personal preferences and online behaviour.
List questions your audience may have for you: Your customers, aware of it or not, are looking for answers to questions in their mind. They normally include:
- What do you do?
- Who have you do it for?
- How does your product or service work?
- What does it cost?
- What are others saying about your product or service?
- Who can I talk to?
By creating a checklist of questions you can determine as you build your web site or campaign if they’ve been answered effectively. If you feel they haven’t been addressed you can make design or content changes as required.
