Arguably the most important task you can undertake when starting a business is to gain a deep understanding of your target audience.
Since these will be the people who eventually turn into your customers and take your business from concept to reality.
The most popular method to understand your audience is to create persona for them. For those who are not aware, an audience persona is a semi-fictional representation of your potential customer, based on market research.
This usually includes information about their age, gender, location, likes, dislikes, and other aspects of their personality and behaviour.
This article by the Content Marketing Institute will give you more information on customer personas and the different parts of them.
The idea behind creating these personas is to gain a greater understanding of your target audience. If you know you audience then you know what their needs are and how your products or services can help cater for them.
This is an effective way to help you improve your marketing and sales within your business.
This blog looks at 7 widely available tools that can help you gain a better understanding of your target audience.
Facebook Audience Insights
The reason why Facebook Advertising is so popular and effective at the moment is due to its ability to target its audience on a very granular level. The amount of data Facebook holds on its users is incredible!
By having this much information at its disposal makes Facebook a useful tool for market research. By accessing Facebook Ads, you can find the Audience Insights section.
Here you can search using the criteria that you currently know about your audience. This will bring up much more information on them, including, geography, page likes, and household income.
Perfect for developing that deeper understand of your audience.
Google Keyword Planner
You can access the Keyword Planner within Google Adwords. It is mostly used as a tool by Pay Per Click (PPC) advertisers to build a list of search terms that they want to target.
This can also be used as a very powerful research tool.
Start by searching a term that you think someone would use to find your business. You will then be presented with a list of terms related to your original search query. Information on the approximate number of searches is also included.
This is going to help you build a picture on the types of words and phrases your audience uses. Not only are you going to be able to improve your Search Engine Optimisation (SEO) with this information but also develop a better understanding of the language your audience uses.
This is a useful tool to understand the latest trends in relation to searches on the internet. A fantastic way to keep up to date on trending topics.
I like to use it as a way to understand the frequency that a topic is searched over a period of time. This gives me insights into popularity of a topic during a specific time of the year.
A fantastic way to understand the seasonality of products.
You can also use it as a high-level way of comparing the number of searches for particular topics. A great tool for understanding how and when your audience are searching for products or services like yours.
Buzz Sumo shows you what content your audience is interacting with the most. It uses key metrics from social media to gauge how popular a piece of content is.
You can search by topic and Buzz Sumo will compile a list of the most popular content under that topic.
This gives you an amazing insight into the types of content you audience likes. You can also understand the language that your audience responds to the most.
There is nothing quite like primary research that is tailored to your specific needs.
Survey Monkey gives you the tools to create a survey that you can encourage your audience to complete. They provide a graphical representation of your results allowing you to easily interpret them.
You can post the survey you create on industry forums or send it out to an email list to get people to complete it. Some people might fill this in naturally but it is always easier to incentivise people with a prize draw or giveaway.
By creating a tailored survey around the products or services you offer, you can gain a much better understanding of your audience.
Forums are a great source for market research. Find one in your industry or niche and begin to engage with the audience through posts and commenting on other posts.
They are always full of active users who love giving advice and feedback.
This can be a very valuable resource if used correctly and has the potential to provide incredibly useful information for your business.
Although it is last on my list, this has to be one of my favourite methods of market research.
Amazon is a fantastic website to use for this. Find products similar to yours and start reading the reviews. You will understand if people love the product and why.
Read the bad reviews as well. This will help you to understand why a certain product didn’t satisfy the needs of the customer. A fantastic way to further develop your understanding of what people are looking for in products like yours.
If you have a service product. Check out the reviews of books that are on a similar topic. They are providing an informational service after all.
Develop a Deep Understanding
As a marketer, I firmly believe this is the most important task a business can undertake. By developing a deep understand of your target audience, you are in a better position to cater for their needs.
It’s that simple!
marketpreneurs can help you develop a deep understand of your target audience in order for you to more effectively cater for their needs. Book a call with us today to discuss how we can help your business.