Discover who your target audience is and reach them

This presentation goes through a number of elements you need to consider when going through the process of identifying your target audience in order to enable to you be able to reach them and sell to them. I go through the importance of customer profiling, along with a number of ways you can discover what they really want, and where they are.

1. Anna Morrish Founder of Quibble Know Your Audience: Customer Identification  

2. TAKEAWAYS

3. The importance of identifying your customer TAKEAWAYS

4. The importance of identifying your customer How to develop customer personas TAKEAWAYS

5. The importance of identifying your customer How to develop customer personas Ways to utilise persona data TAKEAWAYS

6. Why is profiling important?

7. It enables you to identify the most profitable customer types and tailor marketing efforts to those people. Why is profiling important?

8. It enables you to identify the most profitable customer types and tailor marketing efforts to those people. It helps you to personalise interactions with your customers, which increases customer satisfaction, builds trust and loyalty. Why is profiling important?

9. It enables you to identify the most profitable customer types and tailor marketing efforts to those people. It helps you to personalise interactions with your customers, which increases customer satisfaction, builds trust and loyalty. Enables you to understand customer needs to help tailor products and services. Why is profiling important?

10. It enables you to identify the most profitable customer types and tailor marketing efforts to those people. It helps you to personalise interactions with your customers, which increases customer satisfaction, builds trust and loyalty. Enables you to understand customer needs to help tailor products and services. Helps you understand how to attract new customers and delight them. Why is profiling important?

11. HOW WILL THIS HELP?

12. Make informed decisions

13. Make informed decisions Improve customer experiences

14. Make informed decisions Improve customer experiences Drive growth & profitability

15. HOW DO WE DEVELOP PERSONAS?

16. Step 1.

17. Step 1. Identify the following

18. Who is currently purchasing your products or services? Step 1. Identify the following

19. Who is currently purchasing your products or services? Why are other people not buying from you? Step 1. Identify the following

20. Who is currently purchasing your products or services? Why are other people not buying from you? What general trends are affecting people’s lives now? Step 1. Identify the following

21. Who is currently purchasing your products or services? Why are other people not buying from you? What general trends are affecting people’s lives now? Why would they buy from you? What need do they want to satisfy? Step 1. Identify the following

22. Who is currently purchasing your products or services? Why are other people not buying from you? What general trends are affecting people’s lives now? Why would they buy from you? What need do they want to satisfy? Who is your competition? Step 1. Identify the following

23. Who is currently purchasing your products or services? Why are other people not buying from you? What general trends are affecting people’s lives now? Why would they buy from you? What need do they want to satisfy? Who is your competition? What is the single most important benefit your brand should be seen to be offering? Step 1. Identify the following

24. Who is currently purchasing your products or services? Why are other people not buying from you? What general trends are affecting people’s lives now? Why would they buy from you? What need do they want to satisfy? Who is your competition? What is the single most important benefit your brand should be seen to be offering? How can you best communicate that benefit to the people you’re interested in attracting? Step 1. Identify the following

25. Step 2.

26. Step 2. Consider demographics

27. Step 2. Consider demographics Person A Person B Re-engage with your audience and segment them.

28. Step 2. Consider demographics

29. Network Most Popular Age Demographic Facebook 25 - 34 Instagram 18 - 24 Google 18 – 34 YouTube 15 – 25 although, 35+ are the fastest growing Twitter 25 - 34 Snapchat 18 – 24 Tik-Tok 18 – 34 Pinterest 18 - 34

30. Step 3.

31. Step 3. Discover trends

32. Step 3. Discover trends Conduct keyword research

33. Step 3. Discover trends Conduct keyword research Analyse your competitors

34. Step 4.

35. Step 4. Paint a picture

36. Persona: Emily Gomez  Marketing Exec, 24 “I use reusable water bottles and coffee cups as much as I can, however, they’re often heavy or leak. I don’t want to spend a fortune, but I want something that is stylish.” Where does she get her information? Social media: Facebook, X, TikTok, Instagram. Online news: Social media, The Guardian, Daily Mail WHAT CAN WE DO? HOW CAN WE ACHIEVE HER GOALS? We should showcase just how popular the product is with influencers and other people just like her – with the same views and busy lifestyle. We should show her how durable the product is and compare it against others on the market. WHAT TONE OF VOICE SHOULD WE USE? Casual but informative. We want our values to resonate with her, so there should be a focus on sustainability and recycling. WHAT ARE HER BRAND ASSOCIATIONS? She’ll be aware of the coffee shops that sell their own products, along with the likes of Stojo. WHAT ARE HER OTHER INTERESTS? Emily enjoys amateur photography, managing her personal website and going to the gym.

37. What next?

38. How to utilise persona data

39. How to utilise persona data Always consider the buying cycle

40. How to utilise persona data Always consider the buying cycle

41. How to utilise persona data Always consider the buying cycle It takes an omnichannel marketing strategy to provide a seamless user experience across all channels relevant to the buyer's journey, including: -Social media -Email -Blogs -News articles & industry publications -Company website -Events -Push notifications -Reviews & testimonials

42. How to utilise persona data Always consider the buying cycle Work on organic positioning & brand

43. How to utilise persona data Always consider the buying cycle Work on organic positioning & brand Develop a content strategy

44. How to utilise persona data Always consider the buying cycle Work on organic positioning & brand Develop a content strategy Amplify your content

45. How to utilise persona data Always consider the buying cycle Work on organic positioning & brand Develop a content strategy Amplify your content Ensure your website is optimised

46. Is your site ready to convert? You’ve got 8 seconds to encourage someone to stay 96% of visitors are not ready to buy A 1 second delay in your site speed can result in a 7% reduction in conversions More landing pages = more leads

47. How to utilise persona data Always consider the buying cycle Work on organic positioning & brand Develop a content strategy Amplify your content Ensure your website is optimised Where possible, capture lead data

48. How to utilise persona data Always consider the buying cycle Work on organic positioning & brand Develop a content strategy Amplify your content Ensure your website is optimised Where possible, capture lead data Track and measure everything

49. Any questions? Get more insights at > Quibble.Digital Connect with me > linkedin.com/in/annamorrish/ Download slides > Slideshare.Net/AnnaMorrish