Identifying Your Target Audience: Creating a Successful Strategy
Marketing yourself/your business online is extremely important if you want to get your name out there. Having a strategy in place to help with this can make the process easier. In the first part of this series, we’ll be covering the importance of identifying your target audience for video marketing and how to do it effectively.
WHY IS IT IMPORTANT TO DEFINE YOUR TARGET AUDIENCE FOR VIDEO MARKETING?
Defining your target audience is a critical step in the marketing strategy process. To be able to create videos that get viewers’ attention, you need to know whose attention you are trying to grab and understand them to be able to target your ads to get the right people. Knowing your viewers will also help you to create video content that not only resonates with your viewers but will drive engagement toward your social media platforms.
HOW TO USE DATA AND ANALYTICS TO IDENTIFY YOUR TARGET AUDIENCE?
There are many tools available online to help identify your viewers. For example, using the tool Google Analytics can help you understand your viewer demographics and your website traffic. Using social media analytics tools is also a good idea to be able to figure out whose attention you’re capturing and what they are interested in. Conducting market research surveys is another helpful way to learn about your follower’s behaviors and preferences.
HOW TO CREATE AUDIENCE PERSONAS AND UNDERSTAND THEIR NEEDS AND INTERESTS?
An audience persona, a buyer persona, or a customer persona, is a detailed fictional representation profile of the type of person or group of people you want to reach with your marketing efforts.
An audience persona typically includes the following information:
- Demographic information (age, gender, education level, etc.)
- Psychographic information (personality, values, interests, etc.)
- Behavioral information (habits, preferences, pain points, etc.)
- Goals and motivations (what they are trying/want to achieve and why)
- Challenges and pain points (what obstacles they face and how you can help solve them)
Keep all of this in mind as you’re conducting your research. One way to gather this information is by asking questions to your viewers. Another way would be to use all of the insights and data from the previous step.
HOW TO TAILOR YOUR VIDEO CONTENT TO APPEAL TO YOUR TARGET AUDIENCE?
Once you have created your audience persona, you can use it to guide your video content strategy to ensure what you’re showing them is relevant and will attract your targeted viewers. You can do this by incorporating what you’ve learned into the ideas that are being generated by you/your team and into the scriptwriting process. As previously mentioned, the key is to incorporate elements into your content that speak directly to their needs and interests. Make sure to be using certain language/visuals/tones that not only align with your viewers but your brand’s voice, as well.
By identifying your target audience for your video marketing strategy, you can create more engaging and effective video content that drives results. Stay tuned for part two of this series, where we’ll cover how to set goals for your video marketing strategy.