Ready to start your re-branding or new website design project? That’s great! One crucial thing to understand before you start: it’s best to start at the beginning. Before trying to find customers, you must define your target audience and understand them. The first step to any digital project or marketing campaign should always be: Researching your target audience.
A target audience is a group of people a business aims to reach. It can be segmented into demographics, locations, gender, income, and purchasing behaviour.
In this blog, we defined the necessary process of researching your target audience before starting on your website design or a marketing campaign.
1. What are their pain points?
People purchase products and services that they believe or feel will improve their lives. First thing first, To show them how your products or services make their life better, you need to define the problem that they are experiencing.
Their pain points could be financial, practical, personal or emotional nature. Skipping that step might result in communicating the wrong message to the right target audience, or the right message to the wrong target audience, and therefore, wasting your marketing budget.
After identifying their pain points, it’s best to address them in a personal way, to connect with them. Connecting with your clientele increases customer satisfaction and improves your brand’s reputation.
2. How do they communicate?
Communication is the heart of marketing campaigns. Without knowing the preferred method of communication, it is challenging to craft a successful online experience.
You should also know which types of content perform best for your target audience. Do they prefer reading, interacting, or watching a video? Making content in that format improves customer engagement and helps you become memorable. Whatever the format is, your content should always resonate with the audience and brand guidelines.
After communication, it is important to define marketing channels. Let’s discuss it thoroughly.
3. What channels do they use?
Marketing channel is an integral part of audience research. The customer’s preferred channel is the path to success in website design. Many marketing channels can help you! But, it is important to identify the one your customers are using.
According to Marketing Revolution, Data-driven marketing increases ROI, with campaigns that leverage data-driven personalization reporting 5-8x ROI for their campaign spend.
Every industry is distinct in its own way, and so are the customers. To deliver a tailored web experience, we at Sydney Digital Agency offer customised digital solutions to each of our clients. Hence, we’re known as a bespoke web agency in Sydney.
Identifying the right channel is crucial. Because it gives higher ROI than selecting a random channel. Include the following steps to find the appropriate channel:
- Understand your objective.
- Know about your competitors.
- Do market research.
- Test and improve your campaigns.
4. What’s important to them?
Marketing is all about what your customers want. Without knowing your customers, is it possible to serve them? Not in any way! You must be constantly aware of what’s important to your customers. But how will you know?
The best way to identify what is important to customers is by observing and listening to them.
We can do this by using existing market research, or do your own with surveys, interviews, and focusing on the groups. This will help us understand our customers, needs, and ensure that we are providing the right products and services for them.
5. How do they use their devices?
When it comes to the online experience, considering which devices your target audience are using is important. They are the connecting point between a brand and its customers.
Knowing the devices that customers use can also help to understand customer behaviour.
For instance, if a customer is using a mobile, then marketers and businesses would know that the customer is more likely to be browsing on the go, while someone who uses a laptop is more likely to be browsing at home.
It can also help marketers and advertisers identify the best strategies to reach their target audience.
In conclusion: researching target audience
The target audience research process can differ according to industries and business segments.
Target audience research is not limited to templates. It’s a customised process for every business. Want to research your target audience? OR Looking to build a website that resonates with your customers?
Shoot us an email at email@example.com.
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