Hello, and welcome to Magic Marketing: The Power of The Pen.
Every Tuesday, I'll provide you with the latest hints and tips for improving your marketing and communications strategies so that you can reach with prospective customers.
As this is a forum and not a lecture, you are invited to ask me any questions that you need answering. This can be related to the topic of the week, or you can help inform the next topic.
So, let's get on with today's topic: Who is your target audience?
Every marketing strategy will begin by identifying a target audience/target market. The reason for this is because people with a vested interest in your products and services are more readily willing to buy them.
Let's say, for example; you're selling Book Keeping SaaS Solutions. You want as many businesses buying your software as possible. However, if your message was to be read by students, or customer service representatives, you're not going to get a lot of response. So, without targeting a specific audience, your message will likely fall on deaf ears.
Instead, think about who your best client to date is, and use what you know about them target all of your materials. If you don't have any clients yet, then create a persona based on research - find out as much as you can about the type of person you're trying to target.
For the example of Booking SaaS Solution, you're likely to target a person between the ages of 35-49; they hold the position of Head of Digital, Senior Accountant, Chief Financial Officer. They are also likely to be married or recently divorced.
Now that you have an idea as to the type of person they are, what keeps them up at night?
In this example, we know that they:
Value Job Security.
Like making informed decisions based on data.
Strive for a better work/life balance.
Are sceptical of one-size-fits-all solutions.
Use outdated software.
Have a stressful work environment due to the demands of their bosses.
Prefer to be contacted by email initially, and then phone conversations.
Browse social media such as LinkedIn, Twitter, and Facebook to look for news.
Now that we have an idea as to what the target audiences life is like, we can then start to tailor the messaging for them. By this, I mean that you can decide how to communicate your message, and what your message will say.
To establish contact, you should go to where they go. No, not stalk them, but use the channels of communication they prefer. So in this instance:
Use case studies (social proof) to eliminate scepticism.
Produce detailed white papers for analysis.
Communicate through their preferred social media channels to access the white papers.
Create Press Releases and Distribute them appropriately so your target audience will see them.
Create email campaigns and sequences to introduce yourself, your company, and your products and services (Book Keeping SaaS).
Now that you have your customer profile and where to communicate with them. So how do you target your messaging? Well, the answer is simple. What are the benefits of your products and services?
Save time? Remember, the customer wants better work/life balance.
Save money and resources? They are under stress because of their bosses.
Improve efficiency? They use outdated software.
Tailor the messaging to highlight the pain points and then provide your solution and its benefit.
That's it for the first week, remember to like, share, comment, and ask questions. I'll see you next week :)