It’s time to get more detailed about your target audience for community and advertising purposes. You’ll be glad you did this in Week 6 when you create your first ad. Every segment won’t be relevant for your customer or your business but consider each one carefully and don’t fall into the trap of dismissing an option because finding the answer is challenging. The more thorough you are in this exercise, the better results you’ll see.
Is your customer she younger, middle aged, or older? Determining her age range helps to identify the stage of life she’s in, the kind of media she consumes, what she’s nostalgic for, and what her concerns are. The average 20-year-old has very different concerns from the average 50-year-old. Narrow in on a 20-25-year age range.
Children & Family Life
Does she have children? What age group do they fall into? Babies, toddlers, teenagers, adults with their own children? Do any of them have special needs? Are they home schooled? What activities do they participate in? Does she work outside the home? Is she married?
What is her budget for the type of products you sell? Where did she get them before you? What are her other options comparable in quality/price? When she thinks about spending money on your product (or a competitor’s product), what holds her back from pushing the purchase button? What other products (non-competing) does she earmark her money for?
Where does she live? Is she local? Can she be anywhere in the country or the world? Note: even though your product may be international, there are too many variables to consider when selling across countries, so we don’t address international sales as part of this training. However, if you do have knowledge about marketing to specific cultures or in specific languages, include that information here.
What does she like to do if she has spare time?
When she has time to herself, what does she do with it? When she reads articles or watches television, what topics does she read about? If she had a mixed tape, what would be on it? Think about if she likes sports, fashion, pets, each of these interests help to identify key topic areas for posts on your business page and in your group in Week 3.
Where is she hanging out online?
The only way for an ad to work is for your target audience to see it. For that to happen, you need to know where your customer hangs out. Is she mostly on mobile or desktop devices? Does she use messenger to communicate with friends, or spend a lot of time on Instagram?
What kind of content does she like to consume?
Here you will determine how she likes to spend her time on the internet. Is she the sort of person to click on silly videos or more informational content? Is she too busy for video? Once you isolate exactly how your customer likes to browse the internet and what kind of content she likes, you can add that type of content to your repertoire and deprioritize the others, since it’s unlikely she would engage with it in the first place.
It’s common for new business owners to assume that their product is da bomb and believe that, “if you build it, they will come.” Many new businesses are encouraged by their initial sales numbers and don’t realize that often your friends and family shop with you when you start because they like you, trust you, and they’re curious. They already have emotional ties to you, so it’s not much of a stretch to buy your product just to check it out and support you. This is not how long-term businesses are built. This is how sales decline within 3-6 months in, and a business atrophies.
To build a business that lasts, you need to know who your genuine customers are. Earlier, we talked about what that person looks like, and in the worksheet you’re going to get really clear on where your customer is most likely to be online or find you online. If she is an Instagram fiend, and is never on any other platform, she’ll never find you if you concentrate your efforts Facebook. At the same time, if she loves video content, and you don’t provide any, you won’t be able to keep her interest. Most of the social media frustrations faced by business owners come from not knowing where to find customers, and what to say when you do find them. This exercise serves as the starting point to resolve those issues once and for all.
Roadmap to Success - Fall 2019!
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