Despite being attractive, trying to sell to “all the people in the world” may not be the best idea to leverage your business
When creating a marketing plan, it is tempting to draw in order to hit the maximum number of people, without a defined target audience. however, this is a technical failure. When trying to reach a very broad target, the message becomes generic and doesn’t talk to the audience in a personalized way – what keeps the target away, without generating interest and identification with the brand.
With this plan, the campaign doesn’t focus on people who can actually become customers, in addition to increasing investment without achieving a satisfactory result. Before putting any marketing strategy into practice, it's important that you take the time to do some analysis:
1. Who are you trying to reach?
2. What your brand has to offer?
3. What are the pains of your target audience?
4. What your target audience is thinking?
Unfortunately, there is no crystal ball that can tell you how to adjust your messages to attract the right audience. But, today, we can count on technology and data. Therefore, keep in mind that defining the audience for a marketing campaign requires a lot of analysis. From them, you can start the process of understanding your audience and market segment in which you operate, being more assertive in your campaigns.
Joining data and technology does not mean ignoring your instinct. In fact, they serve as extra help for strategic planning. Remember if: you know your business better than anyone, so combine that experience with reliable data to really understand your niche and create an audience that’s close to reality.
After understanding the importance of combining data with your personal knowledge - the so-called “feeling” - to understand your audience, you must organize all the information obtained to go further and evolve your marketing strategy.
And what are the next steps? We reveal here:
1. Unwrap person
Every business has a target audience with some basic characteristics, as region, genre, age, that help when directing the brand or product promotion. But that's not enough. The more specific the characteristics, the greater the chances that marketing will be effective, bringing the expected results.
Beyond the target audience, which is usually something more comprehensive, there is also the persona figure, a fictional person with very detailed characteristics, which is a deepening of the target audience, as if we approached the “zoom” in someone who belongs to the big audience.
The persona has a name, job, objectives, interests and pains. Thus, our product will help that persona in some objective or pain that she has. It is more effective to sell with that someone in mind than trying to hit the ideal customer within a crowd, Is not it?
Based on the characteristics observed in the creation of the persona, it is possible to establish effective communication, closer and connected between brand and customer.
2. Find out how your prospect wants to be approached
In view of this deepening achieved by the persona, it is possible to define language, formats, schedules and various other ways to approach a potential customer. With a more “customized”, the chances of selling also increase, after all, how to resist when something seems to have been “done exclusively for us”? The rule is: the more personalized, best!
3. Know how to find your customer
Now that you've defined your target audience and persona, the time has come to look for them where they really are. You may have heard that the human being is a social being, therefore, has the need to be inserted in groups and in constant connection with others. With the technology currently available, you can see the growth of communities and niches of people who are interested in a specific topic.
For example, no Facebook, there are huge groups focused on just one topic and everything related to it. There are rules, moderators, active participants and those who are more readers than “speakers”.
Communities are like urban tribes that come together for a common reason. There is something for everyone, and each has its own characteristics. They can start in the virtual world and migrate to the real, with meetings and events that go beyond social networks.
It is essential for brands to generate content that can be inserted in these communities, since there is a specific audience with an established interest in the topic. This world, O influence marketing shines, since this type of strategy is based on the relationship with niches and online communities.
And speaking of communities… This is the future of influence marketing!
Sim, market experts already point out that the future of this segment's strategies is moving towards the construction and activation of communities. The basis for this argument is not new: gaining a new customer can cost six or seven times more than keeping one.
The big difference is that, today, community strategies have become more robust with the use of technology, as well as the analysis of results. In this way, campaigns that use consumers themselves as ambassadors, for example, gain new formats and rely on data-based planning and, as a consequence, become more complex and intelligent. In addition, brands enhance their campaigns with authentic content and higher quality of engagement.
The great challenge of this type of strategy is to create and maintain dialogue with these communities. Unlike one-off campaigns, building and activating communities is an ongoing process that requires a thorough understanding of the environment in which these conversations will take place.
Knowing how to communicate and analyze your audience is essential for those who want to grow. Understanding your niche and the behavior of your audience there is also essential for the success of your strategy.
There are dozens of tools and experts available so that nothing passes. So, enjoy! Study who you want to reach and find out how best to do it. Use the power of communities to your advantage and reach the customers that really matter to your business.