In the world of digital marketing, knowing your target audience comes up time and time again. But what does that really mean, and why is it so important for your marketing?
Your target market is who you are trying to sell your products or services. A lot of people can rattle off details of their target audience like the demographics of age, gender, and occupation, for example.
But how many people deeply understand their target market’s emotional state before, during, and after purchasing from you? How many people understand what deep rooted goals drive their audience? How many people can say they know their target audience as well as they do their friends?
All effective marketing is emotive and it’s hard to emotionally connect with your audience if you don’t deeply understand their drive, goals, and how they feel. Your marketing needs to be emotive to a) build their trust, b) showcase your expertise, c) convince them to buy your product or service.
Let’s dive into what questions you need to ask yourself if you want to deeply know your target market:
What are their goals?
You need to be intimately familiar with the long and short term goals of your audience. You need to understand why they’re striving for their goals, how they plan to achieve their goals, and position your products or services to be the no-brainer support they need to make their goals a reality.
How do they want to feel?
How does your audience want to feel when they achieve their goals? Goals are less about the goal itself, and more about how people think the goal will make them feel. Will they feel proud, excited, inspired, strong, empowered? Get crystal clear on how your audience wants to feel, and include these feelings throughout your content.
What big transformation are they aiming for?
Your target audience will have a transformation that they are aiming for. This is the big finale, the end destination, and where they want to land after having achieved their goals and done the work. You need to know the ultimate end goal for your audience if you are to convince them your product or service will help them get there.
How will achieving their goals change their life?
All their goals come back to wanting to improve or change their situation in some way. You need to know how your clients’ lives will change for the better when they achieve their goals or big transformation. How will their life change along the way, with each short term goal achieved? How will their life change when they reach their ultimate goal, the big transformation?
Knowing this allows you to drum up real excitement in your target market with your marketing and making them way more likely to buy from you.
What are their biggest insecurities, fears, or barriers to success?
A lot of marketers use fear based marketing, with scarcity language and highlight pain points. Personally, I think this is a very low vibe way to market, and doesn’t empower your audience. However, it is essential to know their biggest fears inside and out so you can include the solutions and remedies to their problems in your marketing.
Always frame your marketing positively, you want your audience to feel uplifted and empowered when they interact with your brand, not icky from reflecting on all the things they struggle with.
View comments
+ Leave a comment