You are ready with your product and have strategized your marketing plan, have you done enough research on your potential target audience? You may carry a vague idea on your potential audience; eg. a certain group of people in a particular profession but will that be enough? Most likely not. The sheer amount of competition online makes it a difficult task for you to identify unique selling points of your product/service. In such cases, identification of a unique target audience is what might set you on the path of a profitable digital advertising campaign.
It often happens that the end user for whom the product is made may not be the same as your potential target audience. Let us assume you own a company selling sanitary napkins for new-borns; now unless we have tech savvy babies, they are not your potential audience. In this case, you will be targeting parents, meaning married audience in a certain age group. Now let’s narrow it down further; let us say you cater to a particular geography, so now we target parents in a particular age group in a particular location. This gives you a fair number of people who might be your exact digital audience.
Before starting any advertisement campaign, make sure you have a positive online presence for them to know more about you and your company. Here are some key points in helping you find your digital audience.
What is the crisis that your product is resolving? You are out there to solve a particular problem, find out what is the exact problem that your product is out to solve. After you have identified this, find out the potential audience who have this problem, this will give you a bulk idea of your potential target audience to start with.
Demographics: Break down the above audience further by demographics. Demographics commonly include age, location, gender, ethnicity, marital status, income, occupation etc. Segregate your audience further by these criteria and you will arrive at a more narrowed down potential digital audience.
Psychographics: Psychographics is a deeper segment of demographics itself. Psychographic profiling segregates your audience based on their personalities, behaviour, lifestyle, interests, hobbies, values, attitudes and more. Monitoring this psychographic information of your target audience will give you a deeper insight into their likes and dislikes. It is often difficult to carry out an extensive psychographic profiling as it requires you to completely dissolve yourself into the market psyche.
Social Media preferences: Every group of audience will have a select set of social media preferences, not all product/service can be sold using the same media channel. Find out your target audience’s social media preferences and make sure you target them through only these channels. In cases, where you might have a limited advertising budget, this factor allows you to channel your money in the right places.
Secondary research: If you are lucky, what you might be trying to do might have been already done by your competitor. This is where secondary research comes into play and this information will not cost you a dime. If you are unable to find the desired results in secondary research and have a big budget, you may opt for your own primary research.
Once you have done all the above steps, you will have a number of your potential digital audience base. This is when you start developing your advertisement and promotion campaigns and once you have done everything right, no one can stop you from getting those leads.
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