Any regular reader of our blog is going to know that strategy is the biggest factor in marketing effectively and efficiently. Without a strategy you are simply throwing your marketing budget at a wall to see what sticks.
Creating audience profiles is one of the easiest ways to increase business conversions. Implementing those audience profiles takes a bit more care. However, for now let’s focus in on how to create audience profiles and how that helps conversions.
1. Be realistic about your product
Even though every entrepreneur since the dawn of time has thought that their product was for the masses, be smart about who will actually use it. If you are a fabric store owner your audience will include mostly women with a strong lean toward domesticity.
2. Be realistic about the fact that you are online
Let’s say your fabric store has a knitting class each Wednesday morning and you want to market that class. Even though your target market offline might be women in their late 70s and over, your target online should be much younger. Why? Because women over 70 are rarely online. So in this case you need to modify your audience profile to accommodate. For example, what about younger girls that love knitting, newlyweds or children of women who are over 70? You can easily make a full campaign around each of those three audience profiles:
Younger girls that love knitting: Join a club to enhance your skills and learn from older ladies in your area.
Newlyweds: Make your new house a home by creating lasting memories through knitting.
Children of women over 70: Bring your parents to this group to provide them more friends and interaction. Or, bring your parents and use this as a bonding experience—both with them and with other people in your same situation.
3. Be realistic about your price/availability and other items
If your fabric store is in a posh area of town and you believe you can sell seats at $50 a pop – go for it. Just make sure that you keep price in mind when you are creating your audience profile. And if your knitting class is only available in one location, don’t waste your time marketing outside those directly in or related to that area.
4. Create a vivid picture of your target audience for each profile
This is where your creative juices need to be balanced with market research. Especially for content marketing, you need to have a very clear idea of who exactly your target audience is. And though it is okay to have more than one type of audience profile, each one should be as detailed as necessary.
Think of this part as if you were writing a screenplay and you are personifying each target audience as a role in your play. Where did they grow up? What kind of car do they drive? How much money do they make? What’s their biggest pain point? These are the things you need to know in order to increase business conversions. That’s how you can have marketing that will speak directly to your target audience. Don’t you want people to see your marketing and say, “Wow, this is exactly what I need!” – of course you do!
5. Modify if/when necessary
Implementing your audience profiles is difficult. A good copywriter will delve into each personality and find the words that speak to them. You know that each demographic has different slang or terms they use frequently. Why do we all love Mad Men? Because the screenwriters on that show make sure that everything transports you to the era, including the words and phrases used by the cast. That’s why shows that don’t take such care in research generally flop.
Modifying your audience profile is also difficult, and shouldn’t be taken lightly. If your marketing isn’t working, try modifying the writing first, before you switch the audience. The chances are high the writing is wrong, not the audience. However, if you see that your client base doesn’t look like what you imagined, then by all means modify the audience. Just make sure to start from scratch.
Audience profiles should drive all avenues of your marketing, and you should be careful how you implement campaigns with more than one type of audience profile. Your marketing should be flawlessly leading your audience down the path to the sale. The last thing you want is a hiccup on that road!