How to Find and Engage Your Brand’s Target Audience
Do you know your target audience as well as you know your brand? Who are they? How do they think? What are their likes/dislikes? What is their income? These questions need to have answers if you want to effectively engage your audience. Having a strong profile on who your target customers are may seem like a no-brainer, but we have seen our fair share of companies instinctively marketing without a clearly defined audience. As a branding agency, we understand that knowing your audience can further establish your brand through effective marketing strategies. Here are the 4 steps you need to take to not only establish your audience, but to engage them as well.
- Engage in Market Research
Understanding the market that you are breaking into is the best way to understand your brand’s target audience. Engaging in market research is an excellent way to point yourself in the right direction. Suitable market research will leave you walking away with a better understanding as to what your customers are looking for. Market research seeks to get to the core of a consumers’ needs and wants. Understand the demographics and psychographics of who you are trying to reach, as well as having a firm grasp on the competition. Once you know what your target audience is looking for, you can take the steps necessary in providing it for them.
- Establish the Right Channel(s)
Now that you know your target audience is out there, it is time to consider how you can best reach them. Determining the best channels to pursue your audience is largely related to the demographics and psychographics. A working professional in their 30’s is going to be consuming content in a much different manner than a recent retiree. Understand how your target audience is consuming their information. Is social media an effective resource in your marketing strategy? Or would your efforts be better placed in print advertising? How about both? There is no limit to the channels that you can pursue, just ensure that each of them are serving a purpose and that they fit your company’s brand.
- Develop A Voice That Resonates with Your Audience
We know who they are and where they are, now your efforts should be placed in finding how to engage them directly. When creating content, your buyer persona must always be in the back of your mind. If you want your target audience to act, strive for messaging that speaks to them directly. If they feel connected to your content, they are more likely to seek out your products or services. Consistency in style and content is important, but don’t be afraid to diversify and try new things with your content. It keeps content fresh and exciting, leading to lasting relationships with loyal consumers.
- Analyze the Results
All the necessary steps have been taken to define and reach your ideal target audience. Now, you need to determine if your research was correct. Just because a marketing campaign has been launched with a specific audience in mind, does not mean that this audience responded favorably to the content. If you were not satisfied with the results of a campaign, don’t fret, your efforts have not gone to waste. Steps can be taken to adjust further marketing strategies. Analytics can tell us a lot about a campaign’s reach and effectiveness. By harnessing the power of analytics, you can tweak your marketing strategy to improve results. Each improvement to your strategy should put you on the right path towards optimizing future campaigns leading to lasting results.
Do you want to revamp your branding and learn how to properly engage in a target audience? Kraus Marketing will conduct in-depth interviews to fully understand your company and afterwards, our team of creative designers and copywriters will work to create a brand that represents the direction you want your company to follow. Contact our team today for more information!