Have you ever wondered why services like Alexa, Quantcast, SimilarSites, and Google Trends are being used all the time by the top marketers?
Here’s why. It improves their conversion rate.
Whether it is on the internet or offline, marketing is the art of understanding your target audience. Without an insight of who you are targeting, it is very hard for you to convince people to buy your products.
In fact, one of the most critical factor for your conversion number is how you appeal to who your target audience are.
That’s why you need to take your time in researching your target audience, because doing so will pay dividends many times over in the end.
So what do you need to know about your target audience? What aspect of your target audience do you need to dig deeper into?
Below are the 10 critical things that you must insert into your checklist when doing your target audience research.
The place of where your target audience live in defines who they are.
Are your target audience mainly living in United States? Or do they mostly live in a third world country? Do they live in western culture, or Asian background?
These are very useful information in picturing the environment that your target audience grows up in. Do they grow up in an urban society or rural village? Is it a conservative society or a liberal one? Knowing these data can help you in understanding their background.
A very useful strategy to use after you can pinpoint the geographic data of your target audience is to insert it into your funnel message, such as in the headline of your squeeze pages. For example (in weight loss niche):
“Other women in Los Angeles has dropped at least 19.5 pounds in 10 days using this little trick…“
As you know, not all people living in America speak English as their primary language. Depending on the race, they might have different mother-tongue.
It will be indeed very good to have a translator translate your marketing message so that it caters to the language of your target audience. But language doesn’t just pertain to ‘language’ in the broadest sense, but it also includes their ‘lingo’. You get what I mean?
It’s the terminologies and ‘slangs’ that can be understood only in the niche of your target audience. For example, in the Internet Marketing niche, people can immediately get what ‘capturing exit traffic’ means, but in other niche, it means absolutely nothing.
Using language that is relevant to your niche makes your target audience resonates more with your message.
Understanding the age of your target audience is also very important, because it allows you to speak convincingly to a specific age group.
If you’re in the gaming niche, you wouldn’t be speaking to an audience of 50 years old and above. Somewhere from 18 years old to 30 years old would be ideal, because they tend to play games more than other age group.
You also need to know if kids have their own credit cards or not. Most probably not, if they are still 18 years old.
Therefore if you’re in the Internet Marketing niche, you wouldn’t want to target kids of 18 years old, because they just won’t buy your product.
Depending on your niche, the gender of your target audience would be extremely critical, especially in dating and weight loss niche.
In weight loss niche, you must know whether your weight loss product caters to men or women. The same applies to dating niche. You need to know whether the product you’re promoting is meant for women who are interested in men, or men who are interested in women.
Even in Internet Marketing niche, gender can be quite important.
For example, Alexa shows that the biggest forum in the IM niche has over 90% male over female. So if you’re targeting Warrior Forum members, you would be speaking to a male audience.
5. Income Level
Income level is a very key factor in determining whether or not your target audience is able to pay for your product.
The best practice is to market to people who can afford your product. For example, if you’re selling a high ticket IM program that you charge $197 for, then you would be targeting people with a high income level, because people who have low income level won’t be able to afford your product.
On the other hand, a $1 – $7 product would cater to most people of any income level. Usually the lower the price tag, the easier it is to entice people to buy from you. That’s why putting a low price tag is a great way to build a buyers list fast, because people know that they have nothing to lose to jump right into your offer.
This is perhaps the most important aspect of your target audience that you need to understand, because research has shown that people don’t buy from logic, but from their emotions. If your marketing message can penetrate into the emotion of your target audience, you will see huge conversion rate in your campaigns.
You need to know the biggest problem that your target audience face in great detail. It’s not just enough to know that, “Oh, their problem is that they’re fat, they’re broke.” Your research of this aspect needs to be more emphatic than that.
You need to find out:
– How they feel about their problem;
– What makes them unable to sleep at night;
– What wastes their time the most;
– How they feel about themselves in front of others;
– What stresses them out the most.
Use their geographical data, their language, their age, gender and income level as a guide to your research into their emotion. Put yourself in their shoes.
People are attracted to others who share their belief, whether it is religion, political opinion, or moral standpoint.
When you approach your target audience, you need to be aware of their belief system, because your marketing message can make friends, or enemies. When your marketing message resonates with their belief system, people who see your message will be hooked to stay longer and check out your offer.
8. Buying Patterns
If you’re familiar with Facebook Advertising platform, then you should know that you can target the so-called ‘Online Spenders’. These are the people who make frequent online purchase.
You want to target these people because buyers are buyers, and buyers will keep buying until the day you tell them to stop.
Some niches are by default embedded in a marketplace full of hungry buyers, like the weight-loss, internet marketing, and make money online niche.
Take a look at the weight loss niche for example. Countless of weight loss products have been released over the years, but yet the demand in this niche never seems to decrease. In fact, it’s increasing. A huge amount of money are being spent every day in this niche.
Likewise for Internet Marketing and Make Money Online niche. I mean, how much money money is enough money? One of the reason why people keep buying IM products is that there is a common problem of poverty that needs to be solved.
If you can tap into this pockets of audience where regular buying patterns have been recognized, then you are setting yourself up for a profitable business. The only thing you need to do is to find them through research!
9. Browser Version
60% of people on the internet are using Google Chrome as their primary browser.
What does this tell you?
There are still around 40% who are using a mixture of Internet Explorer, Safari, Firefox, and Opera. Moreover, there are some people who are not so tech-savvy who still find the old versions of Internet Explorer to be acceptable.
Knowing the major web browser used in your target audience can ensure the delivery of your marketing message. You want to make sure that your web page doesn’t break in older version, especially if the majority of the browsers your target audience is using are of older version.
10. Internet Speed
What good does it do to know this data?
Well, statistics show that you only have around 3 seconds to grab people’s attention on the internet. If the average internet speed in your target audience is considered slow, it wouldn’t be a good idea to stuff your page with videos just to impress your audience, because they won’t even stay on your page to watch your videos.
There are other page elements that can make your page load slower aside from heavy videos:
– Usage of animations.
– Excessive use of images.
It’s okay for you to put all these jazz into your page, as long as your target audience’s browser can handle it. Otherwise, your marketing message will go to waste.
CREATE AN AVATAR
After you gather all the research data, what should you do with it?
Here’s what you should do with the data: Create an avatar – an imaginary person with personal background derived from what your research has found.
For example, let’s say you found that your target audience are 58% American English Speakers, 64.3% Male, 43% of age group of 30 – 40, and 30% of them earn below $20K annually.
If those numbers are the majorities in their respective categories, then imagine a person. Call him Ron (since he’s a male). Ron is now 34 years old, from Los Angeles, and he is earning $1,500 per month.
What do you do with this avatar? Speak to him!
Ron is now the representative of your target audience! Your marketing message should be written as if you’re trying to talk to Ron as a friend whom you’re trying to help.
What is Ron’s problem? What’s Ron’s hobby? What does Ron believe in? And above all, what does Ron need?
In every page of your funnel, you should always be writing as if you’re talking to ‘Ron’, because that is how you deliver a message that will resonate with the majority of your target audience.
How about the minority? – A Common Mistake
My friend, you can’t satisfy everyone. That’s the truth. You just need to stick with ‘Ron’ and try to solve his problems.
Don’t go making the mistake of trying to talk to different people in the same campaign, because it will seriously hurt your conversion. People will know that you’re just trying to make everybody happy, and it’s impossible. You just need to go with the majority and stick with it.
The one skill that every marketer on this planet needs: Empathy.
Without knowing your target audience’s background, it’s hard to empathize with them and to write message that can influence their buying decision. This is why researching your target audience is very important.
The article above laid out 10 aspects of your target audience that you need to know. These aspects are very basic in nature, but very powerful if you can pinpoint what each of them are.
Can you think of any other elements that need to be addressed in a target audience research?
Please let me know about your answer below in the comment section, and if you find this article to be useful, please don’t forget to share this article with your friends.
Thanks for reading!