“Find your target market and develop a strategy that resonates with them…”
“Create content relevant to your audience…”
“Personalize marketing campaigns according to customer demographics…”
And so on.
We have all heard and read the importance of targeting a precise audience, but one thing is almost always missed out: how to find the target audience in the first place?
Everyone seems to be talking about anything but this. Today, we will delve into the nitty-gritty and deconstruct the elusive task of finding customer demographics.
We will also present you with some crazy hacks that will get your mind brimming with ideas and possibilities.
For those who still don’t think finding customer demographics is of much importance, let us briefly run through the benefits of outlining your target audience. Here is why you should invest resources in researching your target audience:
- A defined audience enables you to create relevant content and in turn marketing campaigns
- You can connect and build a lasting relationship with your client
- You get an edge over your competitors
- Get ready to witness spikes in conversion rates
The Definition of an Ideal Customer
Before we get into the methods of gaining information on your target audience, you need to define an ideal customer.
For instance, our ideal customer would be someone who absolutely loves our services. Maybe our services target a pain point for them or have more value than the money they are paying in return. They will be loyal, come back for future purchase, and even refer you to their friends and family.
This is the most basic description of an ideal customer, but it’s a start.
You need to take this description up a notch through the next step: asking the right questions to define the parameters of your audience.
Asking the Right Questions
What are the interests and hobbies of my clients?
Does my client live alone?
Are my client busy individuals struggling to juggle multiple things at a time?
Who can afford my service?
When is my customer most likely to look for the services I provide?
What Demographics Do You Intend to Target?
You have some measure of clarity about your target audience by now, hopefully. Still, figuring out who needs your services most is only a portion of this whole research. You need to think about the some of the following factors too:
- Employment status
- Marital status
You have painted a clear (or somewhat clear) picture of those people your services are intended for. If you still are not sure about the target audience, you might want to research deeper to make sure you know your desired customer from the inside out.
However, on the other hand, if you are confident about the soul searching you did above let’s move on to the next step.
It involves ways to find factual, solid data. This data will give you an insight into existing customer base. You can then compare the demographics and analysis with your own previously defined criteria of customers.
Do your audience goals or the desired audience have any semblance to the existing audience? Let’s find out!
These are the must-read hacks to get a scoop on your customer demographics (and plan your next campaign accordingly).
Time to Get Some Answers: Customer Surveys
All market research surveys have a purpose. It could be to get feedback on a particular service, experience with your company, any bad experience, and so on. For you, the purpose of your survey is clear: customer demographics.
Questions You Must Ponder Upon Before Starting the Survey
Planning for a survey involves coming up with a series of relevant questions right?
You need to think in detail about a couple of other factors too.
Where is the customer most likely to fill your survey?
What gadget will they be using?
How do you intend to give the recipient of your survey context?
What incentives will you provide to fulfill the survey?
Providing incentive is important. Why would anyone want to take out time to fulfill the survey? What are they going to get in return?
Cash incentives are great, but if you think they are the only to get someone to fulfill the survey, you are wrong. People want a better experience in just about everything. This applies to your services too. If you can explain the purpose of your survey to its recipients, they will be more than glad to contribute to the solution.
Google Analytics is a great tool to tap into data on your customers. Its data pool is not just limited to measuring advertising ROI. It lets you analyze users by factors like age, gender, etc.
Through this tool, t next time you devise a marketing strategy, you will be armed with the knowledge if a particular age group converts at a higher rate than the other.
Considering its amount of users, Facebook is an excellent platform to advertise – but you probably knew that. What you might know is that the platform also allows you to get a peek into important data through its tool, Facebook Insights. With only a few steps, you can quickly determine the demographics of your buyers.
Since Facebook is inherently a social platform, it stands in the unique position of giving you detailed insights into customer demographics; more so than any other platform.
Use it to your benefit!
Analyze Your Data
Google Analytics is one way to analyze your data, but it isn’t the only one. You can find a lot more information on customer demographics through your best and worst performing content. It should be fairly easy to measure your content success through Google Analytics.
Compare your best performing piece of content with the worst performing one. What type of audience would the best performing content most likely to appeal? Who would absolutely dislike or find useless your worst performing content?
This deconstruction will help you conclude who will be most likely to engage with your content.
Use other software and online tools to analyze your present customer data. Who makes most purchases? Are the demographics of your present customers similar to the traffic your website/advertisement experience?
If not, this probably means you are attracting the wrong audience with your content.
Analyze Your Competitor’s Top Performing Content
Is your business new? Do not have a sufficient customer base? Your competitor’s content might help you fill the gap. Instead of your own, you can research your competitor’s top and worst performing content.
Follow the same deconstruction procedure as you would with your own content. This might not be the most reliable way to find customer demographics and data, but it’s a start till you build your own customer base.
Compare and Contrast
There is a LOT of data out there waiting to be tapped; you just need to have the right tools and hacks. IT support St Louis, ATB Technologies provides the expertise, experience, ideology and personnel to enhance your company’s productivity, efficiency and bottom line. After you have found customer demographics, don’t forget to compare it with your criteria of target audience!