Your target audience is the group of people or companies to whom your organization wishes to sell its’ products or services. You may think, “I want to sell to everyone. Why should I pick just one group?” There’s an old marketing saying that goes like this “Target everyone and you target no one”. Nothing is truer. How can you develop effective marketing strategies and tools without knowing who you’re talking to? When you are creating content for your content marketing program, it is essential for you to know WHO your target audience is. You need to be very specific.
Get down to the bare-bone details. You want to know them well. Start by asking questions. Brainstorm. Talk to friends, family, neighbors. Are they interested in your product or service? Would they buy it? Why or why not? Create a “profile” of your target audience including details such as age, sex, race, economic status, profession, martial status, etc. If you have current customers, ask them to complete a survey to see how they fit in your vision of the idea client. They are already “sold” on your product or service so it is likely that they are your demographic for a target audience.
Some people like to create an actual persona, like “Tom Ideal Customer” to visualize all the details. Why should you do this? If you know your target audience as well as your best friend, you can laser focus your content directly to them. For example, Blog A is written for men who have white collar jobs. That is not very specific and will make it difficult to laser focus your content marketing efforts. However, Blog B is written for a 45 year old, black man who works at the executive level in a health industry and earns over $75,000 per year. He lives in the eastern United States, is married and has 2 children in college. Blog B’s readers play golf and have an interest in classic cars. His social media platform of choice is LinkedIn. Ah-ha! Now you can write specifically for your ideal customer because you know exactly who he is and what his interest are. Blog B is laser focused on “Tom Ideal Customer” and his needs. Blog would be more interesting to him and therefore, attract and keep his attention. It will speak directly to your “Tom Ideal Customer” by addressing him and his specific needs.
Now that you know exactly who your ideal customer is you can write your content to attract him to your website or blog. Since you know which social media platform he prefers, you will know exactly where your posts need to appear. This is why it is imperative, before you get started writing your first piece of content, to discover exactly who your ideal client is. But what if you are already publishing content? Now is the time to stop and do the discovery work so you know who you are creating content for. Then you will reap the benefits of more readers, increased interaction and more conversions.