If you don’t research your ideal audience very well it is unlikely that you will understand their wants, needs, hopes and fears. This means you are not going to be marketing to the emotions that will inspire them to become your client or to follow your work.
You’d spend time creating and promoting your content only to find out you’ve been targeting the wrong demographics or the wrong people. I’m sure you would like to avoid this situation at all cost.
Your Ideal Audience
When you know your ideal audience you can easily tailor your content to hit them where it matters. You can discuss problems they can relate to, and they would appreciate your insights and your solutions.
You’ll become a hero in their eyes. They’ll trust you. And when they do, then you can easily convince them to move along to the next stage of your content marketing funnel!
Knowing who your ideal audience is is easier if you’ve already got some existing data. For instance, if you’ve got a database of your past and current customers, then you can easily determine the common factors among them.
Or if you’ve got Google Analytics installed on your site, you can quickly see the demographics of your site visitors. And you can see which groups of people are converting best.
If you’re just starting out and you don’t have the luxury of having an existing audience data, then you need to get a bit creative. While you may already have a general or preliminary idea of who your ideal audience is, it’s best to actually get some concrete proof from the real world.
Here are a few suggestions to help you research your ideal audience:
- Conduct surveys. You can either do offline or online surveys. For offline surveys, you will need to go out into the real world and face your prospects. For online surveys, you can use a tool like Survey Monkey (https://www.surveymonkey.com) and get people to answer your questions.
The thing is not a lot of people will probably volunteer to answer your questions, so you need to offer some sort of incentive that will make them want to take your survey.
- Competitor research. Know the type of people your competitors are targeting. Check outtheir blog or their case studies, if they have any. Or you can search their website for info as many companies state their customer demographic upfront.
- Monitor social media channels in your industry. Keep your ear to the ground and listen to what people on social media are saying. You’ll learn which topics people want to read about, plus you can check people’s profiles and come up with an idea of who your ideal audience should be.