Target the right person, one man on tagrget paper

How well do you know your customers?

Targeting the wrong audience is a common mistake.For example you have a newsletter or blog on pets. Yes you are targeting all pet owners, which is a huge category. While your site may receive a ton of visitors, if they love dogs and your latest article is about gold fish, they will simply click away.

You would be much better off to target dog owners, or even a specific breed of dog such as Labrador Retrievers.

Unless you are creating content specifically aimed at your target market, you are wasting time and money.

So your first step to rectify this is to know exactly who you are marketing to. Let’s look at how you can identify who your market is.

Basic Demographics

  • Gender
  • Age:
  • Location:
  • Ethnicity:
  • Education level:
  • Income level:
  • Industry/job:

Preferences and Habits

  • Interests:
  • Hobbies:
  • Passions:
  • Personality:
  • Types of blogs are they likely to read:
  • Which magazines do they read?
  • What would make them trust a new source/blog/brand?
  • Which social issues are likely to affect them?
  • Does their job satisfy them? Y/N
  • What is their primary need/concern in life?
  • What’s their general disposition? How do they view the world?
  • Favorite book:
  • Favorite TV show:
  • Favorite movie genre:
  • Favorite type of restaurant/food:
  • If they had a completely free day, what would they spend it doing?
  • Do they enjoy traveling? Where are they most likely to go in the next year?
  • What type of computer do they use? What type of device will they likely first access your brand on?

Social Habits (Do they use these networks? If so, how often?)

  • Pinterest:
  • Twitter:
  • Google+:
  • Facebook:
  • LinkedIn:
  • Instagram:
  • YouTube:
  • Other social networks:
  • Email:
  • On which network(s) or email platform are they  most likely to share information or recommendations with their friends?
  • Do they have a smartphone? Y/N
  • How often do they “go out” in their city?

Money Habits

  • What’s their biggest expense each month?
  • Second biggest?
  • What do they enjoy spending money on that they can afford?
  • What are they most likely to splurge on?
  • From which stores would they like to receive a gift card?
  • If they read your content, how would they feel about your content?

Other

  • List the top three reasons they might “follow you” or read your content regularly:
  • What would make them share your content with others?
  • List five questions they are most likely to have about your company or your content.

Once you have identified your market in precise detail, you are in a better position to create the correct formats of content for them.

Diana Heuser