I want to talk you through all of the different bits of information you need to consider about your target audience. The more you understand about your audience, the better you can serve them and generate amazing results.
Three Major Advantages to Truly Understanding Your Audience:
So now that we know just how much of a game changer it is to really understand our target audience, what information about them do we need?
Well the simple answer is as much as we possibly can. The more we have, the more we can understand our audience, and the better we can achieve the three points above.
I’ve compounded my years in marketing — running ads and email campaigns across a wide variety of niches and industries — and have created a list of 19 total bits of information that you must have. There may well be more out there, but if you have these 19, you’ll be able to succeed in your marketing, regardless of your niche or industry.
So let’s get started!
You will by now start to build a picture in your mind of precisely who your target audience is. With the info you have on them, you could go ahead and already put together some good advertising. But if you want to get the best results, you need to keep on going as we dig into the real detail.
7. Family. Your target audiences family is critical to truly understanding them as a person. You want to think about if they have a partner, have children, parents and other family members. This will help you to ultimately understand what drives them. And once you know that, you can offer to meet their needs.
8. Relationship. Linked to family is the different levels of relationship they may or may not be in. They could be single, widowed, in a relationship, engaged or married. Again, knowing this is critical.
9. Industry. Industry leads on from their occupation. If for example you wanted to promote to people who work in marketing (occupation), but only for certain industries, for example property, then knowing the industry is essential.
10. Interests. Interests is a big one — what things interest your target audience? If they were reading a newspaper, what articles would they skip to? If they’re browsing the internet, what would they search? Interests are a hugely varied piece of the target audience, but again, nailing that will be powerful.
11. Lifestyle. Everything we’ve covered so far all plays a part in the life of your target audience — but what about their lifestyle? How do they like to live? Do they work hard, play hard? Are they successful and flaunt it, or are they modest in their living? Are they into saving for a rainy day or buying the next iPhone or flash car? Do they go abroad three times a year, or prefer weekend trips away to the countrywide with their family?
12. Ambitions. Ambitions and the long term goals of your target audience, again, helps to reinforce your understanding of what drives them. Knowing their ambitions puts you ahead of the game when it comes to helping them achieve those ambitions.
13. Likes/Dislikes. This is similar to interests, but are more broad. For example, do they like tea, coffee or both? Wine or beer? Knowing the opposite is important too, especially when identifying what you can do for them.
14. Habits/Routines. This leads on from lifestyle, as your target audience will have dozens of little habits and routines that contribute to their overall lifestyle. Habits and routines can be tiny things, from getting up at 5am every morning without excuse, to how they live every single day of their life. Knowing this makes them a great target for your ads. This can be so powerful — if their routine is checking their phone on the tube on their morning commute every weekday — your ads can be set there, ready to grab their attention. Powerful stuff!
15. Peers. It’s a near scientific truth that people hang out with people who are like them. Your target audience will have friends and peers who have similar demographics, interests, and literally everything else we’re talking about here. Knowing the type of people they hang out with can help finish your picture of them.
16. Hobbies. Hobbies can be a great way of grabbing your audiences attention, as well as helping you truly understand who they are. As you probably realize, many of these different pieces relate to each other, and this is no different. If their hobby is writing, for example, you suddenly know way more about them — their ambitions, drives, and routines suddenly become a lot clearer.
17. Reasons why. This is a biggy — the reason why they do what they do, the reason they are on this planet and ultimately the reason why they do every single thing they do each and every day. Some of the big examples are things we’ve already covered, like having a family; maybe they want to create financial security for their children. Maybe they want to contribute to the world and help people. Maybe they just want to leave their mark.
18. Beliefs. Beliefs are a real game changer for your ads. If your ads follow their beliefs, they are infinitely more likely to take action with you. Beliefs can be anything — freedom for all, human rights, animal rights, the right to have their data secure, all the way to religious and political beliefs.
19. Idols and influencers. This is an interesting one — it combines a lot of what we’ve covered, such as interests, likes, and peers — but it also allows you to precisely target your audience, for example, using ad sets on Facebook. A lot of idols and influencers are very popular and have their own option as an ‘interest’ on ad sets. If your audience likes Tony Robbins, for example, the chances are they believe in self development, financial freedom, investment and all round happiness and freedom for all.
I strongly recommend having a checklist with these 19 points on it, to ensure you get as much info as possible about your target audience, before you create and publish your next piece of advertising. It can truly be a game changer!
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