The Internet these days is all about targeting: getting your message to the right person at the right time. The choices out there are so vast that if you really know exactly who you perfect client is and then target them ‘personally’ – once they find you they will be hooked because they will feel understood, loved and that their needs are met. – If the website works for your client then it will work for you.
Profile your target audience. You have to know who your website is aimed at. It’s structure and look should take this into account.
Research, research and research…
Demographics – age, gender, education, location, marital status, ethnic background, income level.
Geographics – where and how your target customers live. Are they urbanites who walk everywhere (foot traffic will bring them into a store) or suburban soccer moms who spend most of their time in the car (do you need to provide a lot of parking space)? What is the weather like? Are people more likely to spend a lot of time outdoors, or are indoor activities more popular? How much time do they spend at the computer? What are their digital activities?
Psychographics – Consumer lifestyle, what they drive, trend, social class, leaders or followers, activities, interests, beliefs, hobbies, music, environmental and political interests, where they shop.
Once you’ve considered the key demographic factors, you can begin to assemble a customer profile, a more focused statement that describes your target market in detail. Consult that profile when you make decisions about issues such as what products and services to offer or advertise, how much to charge for various products, and expansion plans.
To break it down even further you should creating personas. Any digital marketing agency worth their salt will create ‘personas’ for your target audience. This means actually naming and profiling the kind of person who could possibly buy your property. And there will invariably be more than one.
For example: Bill Smith – 39, married with 3 children. Lives in a semi-detached property in a suburb of Manchester, football supporter and is a department director for a well-known supermarket. Takes holidays abroad twice a year in Europe and every 2-3 years likes to venture further afield to places such as the USA, Thailand, Singapore etc. Bill’s wife has her own successful beauty business and their joint income is in excess of £110,000. At weekends they like to… you get the picture?
Once you are armed with a really clear picture of who you are targeting, where they hang out and where to reach them then, and only then, you can start working out exactly how you are going to this.
Research and profile your target audience – and know who you are talking to!
Follow Us!