Getting to know your audience is a fundamental part of marketing your business. When you understand what your audience needs, you can create marketing that speaks to them and lets them know you understand them. The alternative is bland marketing that doesn’t connect with anyone.
Here’s why you need to know what your audience needs and how it’ll help your business.
Products and services
Sometimes, the services you offer depend on your qualifications and experience. For example, you won’t get far without professional credentials if you provide legal advice or treat someone’s bad back. In other industries, there might be more than one way for you to help your customers. Understanding what your audience needs allows you to tailor what you offer.
A range of products and services will also cater to customers at different stages of the buyer’s journey.
The buyers’ journey
Every potential customer who comes across your marketing will be at a different stage of the buying journey. They might need what you offer but want to know more about you before parting with any cash. Maybe they aren’t sure what they need, or they have an idea but want to try a low-cost product or a DIY version of your service to test it out. But, on the other hand, they could find you and sign up immediately because you’re exactly what they’ve been looking for.
Creating different types of content lets you meet people at whichever stage they’re at.
Who needs your business most?
When you’re planning your marketing, it helps to think about the kind of people who need what you offer. For example, you’ll only need me if you have a business or create content for other companies. You’ll mainly talk to parents and grandparents if you sell baby clothes. Will your service be a great fit for someone who’s cash-rich but time-poor, or is it the opposite way around?
Technically, you could sell to anyone, but when you work out who is most likely to need what you offer, it’s easier to create content that hits the spot.
Who do you want to work with?
If you run a service-based business and work one-to-one with your clients, your life will be a lot less stressful if you get on with your customers. Of course, you might already have worked out what type of person is most likely to need what you offer, but you can still tailor your marketing to attract people you’ll enjoy working with.
For example, I mainly work with small business owners, and there are a lot of those about. I use relaxed language in my marketing but also mention my kids and my former career as a solicitor. It combines to attract people with the same approach to life as me.
How will they engage with you?
Finally, ask yourself what your audience needs to do to get in touch with you. Can they quickly buy your products when they finally sit down at the end of a busy day? Do they need to send you a message, email you or click a link to book an appointment? Thinking about how your customers spend their daily lives can help make it easier for them to buy from you.
Do you want to create content that speaks your customers’ language? I can help with that. If you’d like a chat to find out how it works, you can book a call here.
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