Let’s say that you've decided to skip online shopping and head to the mall for back-to-school school shopping. You're going old school.
The problem is this isn't a solo trip. You need your whole tribe involved. You need the kids to be there for measurements and you need your spouse there for extra support.
And let’s face it, there are a million other things your family wants to do then follow you from store to store for hours, with a “look-don’t-touch” policy and no extra snacks. But you have to get your shopping done and this is the weekend to do it.
So, how do you do it?
You can pull rank. Insist everyone buckle's up and straps in - moan and groan all you like.
Or, you can catch more flies with honey by sweetening the deal.
And to do that, you need a really good pitch to get them all excited. A pitch that will sound different for each of them.
You start with the kids.
You ask them what kind of clothes they need. Are you out of socks? Do your undies still fit? Do you have enough hoodies? There are never enough hoodies.
Then you casually mention the chance for them to take a look at the latest fashion trends so they can point out the styles they like. You might ask them if they need anything while you’re there, to pique their interest.
Finally, you hint at a bribe with arcade cash if they cooperate. That seals the deal. They're in.
On to your spouse.
They will be trickier. They have a long weekend of catching up with friends, taking care of long ignored chores - or even better - doing absolutely nothing.
How will you convince them to give up a guaranteed good thing in exchange for a guaranteed headache?
You might lead with promises that you’ll take care of everything. Convince them that they’ll only be there as parental backup or as an extra pair of hands. Then you might casually mention the massage chairs. I mean, sure Amazon has next-day delivery but when’s the last time they got a full-body mechanical massage?
Then you sweeten the pot by making the vague arcade bride you offered your kids into a guaranteed highlight of the trip for the spouse. They’ll be free to do something else for a while!
And to bring it all together, you promise each of them ice cream. Your treat (you’ll need one too), unlimited toppings.
Suddenly, the trip that would be a chore is their idea! This is the essence of understanding your audience in marketing.
The Art of Knowing Your Audience
Understanding your audience means delving into their motivations and triggers. It's like tailoring a pitch to each family member to get them excited about a mall trip. For kids, it might be about new clothes and a promise of arcade time. For your spouse, it could be the allure of a relaxing massage chair and some free time. The goal is to craft messages that resonate with each person’s unique needs and interests.
Ditch The Assumptions And Stick To Your Data
When I was working at the nonprofit clinic, we initially assumed our primary audience was low-income individuals seeking affordable healthcare.
However, after conducting a thorough audience analysis - that is, we took a look at the demographics of our patients, including their age, income, and family structure, we discovered a significant portion of our audience were middle-income families looking for specialized medical services not covered by their insurance.
This insight allowed us to tailor our messaging and services to better meet their needs. We started creating messages that resonated with parents and young adults and as a result, saw an increase in appointments and a decrease in last-minute cancelations.
Here are a few ways to figure out your audience
- Create a buyer persona for each unique type of individual in your audience. Use the following as your guide to understand who the are, what their needs are, and what motivates them.
- Demographics Analysis: Start by looking at the basic demographics of your audience, such as age, gender, income, and family structure.
- Surveys and Feedback: Use surveys and feedback forms to gather direct insights from your audience. Ask about their preferences, challenges, and needs.
- Social Media Insights: Platforms like Facebook and Instagram provide analytics tools that can help you understand your audience’s behavior and preferences.
- Customer Interviews: Conduct one-on-one interviews with your customers to gain deeper insights into their motivations and pain points.
Tailoring Your Message
Once you understand your audience, you can create targeted messages that speak directly to them. This personalization makes your marketing efforts more effective without increasing costs. Think of it as crafting individual pitches for each member of your audience, just like you would for your family’s mall trip.
The Benefits of Targeted Messaging
- Increased Engagement: When your audience feels understood, they are more likely to engage with your content and respond to your calls to action.
- Higher Conversion Rates: Tailored messages are more likely to convert because they address the specific needs and desires of your audience.
- Cost Efficiency: By focusing your efforts on what resonates with your audience, you can avoid wasting resources on ineffective campaigns.
Final Thoughts
Understanding your audience is the most powerful tool in your marketing arsenal, and the best part is—it’s free. By investing time in audience research, you can create highly effective marketing strategies that don’t break the bank.