When you or an employee at your company begin creating a new piece of content, updating your product’s or service’s features, or working on social media management and marketing, what steps are taken?
One of the first things you do is sure to involve thinking about your audience – who they are, what their challenges look like, and how they’d benefit from your product or service.
When you know your audience, you can ensure the items you sell and the content you produce consistently resonate with them, and, as a result, boost conversions and improve customer loyalty.
In this article, you will learn about the importance of knowing your audience and how doing so will help you convert more leads into paying customers, as well as improve your customer retention rates.
Why is it important to know your target audience?
Regardless of the position you hold or the team you’re in at your company, knowing your target audience is beneficial. By understanding who these people are, you can tailor content to their needs, provide specific types of service and support they are seeking, and ensure your product or service will resolve any challenges they are experiencing.
When you know your target audience, everything you do will be more likely to resonate with the people who matter most to your success – your leads and customers. This is how you foster strong, long-term relationships between your audience and business, and also a sense of brand loyalty and advocacy over time.
Here, follow creative agency I Concept Singapore as we look at some ways to get to know and understand your desired audience.
- Review any current data and analytics
When getting to know your audience on a deeper level, begin by reviewing any current data about this group you’ve already collected. This includes all relevant analyses your company has conducted about your customers since you’ve been in business.
For example, maybe you’ve already held a focus group with real customers who shared their feelings about your product or service before you started with eCommerce development. This gives you a starting point to work from when learning about your audience on a deeper level, where you already have some understanding of the real pain points and challenges they experience and what they need from your product or service.
From there, consider the other types of audience-related information you are missing and need to obtain. For example, maybe you create and administer a survey for your audience members to get answers to much more specific product or service-related questions you have for them.
- Look to previous successes among your audience
When researching your audience, don’t neglect what’s currently working for your audience in terms of your products, services, customer support, and marketing efforts.
This valuable information tells you about your audiences’ continued need for your product or service, and why they are enjoying their interactions with your business (e.g. your product development, customer support, marketing, and more). As your business grows and product or service evolves, refer to these successes when making decisions that impact your audience to ensure they are beneficial and necessary.
- Create buyer or audience personas
Next, a crucial step in social media management and marketing, and also all marketing in general. Creating buyer or audience personas (if you don’t already have them). With these personas, you will be able to understand the needs and wants of your target audience and customers. They will guide your product or service development, and allow you to market to your specific audience more effectively.
Even in eCommerce development and design, you will likely be targeting the look and feel of the webstore to comfortably suit your target buyer’s personality and preferences. With the personas that you have sorted out, you will be able to better understand a wide array of reasons why your target audience needs your product or service, and in turn how you can target and convert them, to create long-lasting relationships with them.
Additionally, buyer personas help your entire business – across teams and functions – stay focused on your target audience so you have a larger chance of reaching and connecting with them.
Consider getting the help of a branding agency with the know-hows, like I Concept Singapore, to help you with this.
- Keep an eye on your competitors
Keeping an eye on your competitors when it comes to all aspects of your business is important to your success. This allows you to understand what your competitors are and aren’t doing well, how they are targeting the audience you share, and what those audience members are and aren’t responding to. This will help you determine how to reach your audience in an effective way that’s also unique to your business, all while saving you time in the process.
- Monitor audience feedback, comments, and engagements
When you monitor a person’s actions and tendencies over time, you learn a lot about what they do and do not like, what their habits consist of, where and how they seek support, and more. And your digital marketing audience members are no exception.
Monitor audience reactions to your product, service and marketing over time, through feedback, surveys and forms, as well as their comments and engagements on your blog, customer support channels, community web pages and forums, and social media profiles. This will tell you which positive and negative experiences many of them are consistently having so you can resolve the largest issues immediately and maintain the things that are working well for your target audience.
- Experiment with content and updates to your products and services
Don’t be afraid to experiment with your content and updates to your products and services to better understand your audience. That’s an integral part of social media management and marketing. Testing our new ideas among audience members is a great way to determine whether or not your business is effectively evolving with your audience as you grow and create new offerings and features.
For example, maybe your marketing team pitches a plan to reach your audience via an entirely new medium, or if there’s a plan to take on eCommerce development in a new way. If you think these plans are feasible and worth giving a try, go ahead and see how your audience reacts to these changes.
Who knows? You and your team may be onto something that helps you resonate with your audience even more than you already do, or even reach a wider audience group. Or maybe, taking it as trial and error, you learn that something simply doesn’t work for your audience and you can then avoid investing in similar changes in the future.
Get to know your audience better
Getting to know and understanding your target audience isn’t always a simple process, but it’s a necessary one. This is how you will ensure that you are sharing content that resonates with your audience well, and creating and selling products or services that your buyer personas and target customers want to buy.
It will also help you convert these audience members into long-term, paying customers who will become loyal advocates of your brand. So, start working through these steps above to know your audience better and begin reaching the people who matter most to your success and impact your bottom line.
If you are looking for assistance to figure out your target audience, then branding agency I Concept Singapore is here to help. We’re a full-suite creative agency that takes care of branding for businesses, including sifting out and crafting a suitable set of brand identity and tone of voice for your business, and doing the necessary surveys and market research to narrow down your target audience (plus, we will draft the buyer personas for you as well, if necessary). We also do integrated social media management and marketing, as well as website and logo design Singaporeans will resonate with, and eCommerce development. (You can tap on the relevant Enterprise Development Grant and Productivity Solutions Grant too).
Get in contact with us today!
