Deciding your target audience
Lesson 12 from: Brand Marketing Bootcamp: Build An Actionable Marketing PlanScott Lancaster
Deciding your target audience
Lesson 12 from: Brand Marketing Bootcamp: Build An Actionable Marketing PlanScott Lancaster
Lesson Info
12. Deciding your target audience
Lessons
The definition of strategy
03:39 2The 4 stages of marketing
03:16 3The difference between strategy & tactics
03:46 4The 6 laws of marketing
09:56 5Understanding Creative & Distribution
02:16 6The 4 marketing P’s and how to use them
05:08 7SWOT Matrix and how to use it
02:28 8Porter's Five Forces
04:4360/40 Law of marketing
04:04 10The marketing funnel
06:27 11Analyzing your competitors
07:14 12Deciding your target audience
06:59 13Creating your marketing objectives
11:42 14Pricing your products perfectly
08:16 15Watch this before arranging your marketing strategy
02:21 16Awareness, finalizing your awareness tactics
03:52 17Partnerships and affiliates (free tactic)
09:40 18Blog writing & SEO
07:26 19Podcasting
07:10 20Public Relations
05:58 21Giveaways
07:18 22Word of mouth
06:21 23Valuable courses
08:09 24Social media overview
05:28 25YouTube
09:36 26TikTok
03:58 27Twitter / X
04:48 30How to create better content in half the time
07:54 33Why start-ups should never use paid advertising for awareness
06:21 34Education & Consideration
01:33 35Workshops & Webinars
08:39 36Social Proof
06:55 37Effective Email Marketing
05:34 38Utilizing FAQ Sections
05:31 39Portfolio & case studies
07:39 40Leveraging product comparisons
03:26 41Tips to increase desirability
07:22 42Harnessing the power of Google reviews
05:20 43Sales & Conversion
02:28 44Psychological tricks to convert customers to buying
08:25 45Building a list of customers ready to buy
08:46 46Irresistible Offer
08:31 47Persuasive Sales Page
07:35 48Promotions & Free shipping
04:24 49Improving conversion rate (PIPE FRAMEWORK)
06:39 50Customer Retention
03:43 51Expanding your product range
07:18 52Asking for feedback & refining your product
03:37 53Loyalty programs and the subscription model
06:43 54Gifts & Surprises
05:02 55Finalizing your marketing strategy
07:40Lesson Info
Deciding your target audience
So how do you define your target audience? Well, there's a few ways to find out more about your target audience. The first way is to find someone that fits the customer persona you want to try and attract to buy your product or service and then essentially spend more time with them and just keep them in a room locked up for maybe 30 days until you fully understand their mind and everything that they love and everything that they hate. Or we could just learn from how Apple perfected their understanding of their customers and potentially not to prison. So I think it's fair to say that Apple, out of all the brands out there pretty much know their target audience down to t they know that their customers are probably quite tech savvy, they're quite modern and they also can be often quite creative too. So how do you find your target audience? Well, first, we need to know who we should target and why they should care. And we should also probably figure out who is going to want our product or ...
service. Most now realize that I said most and this is where so many brands go wrong because there are tons of different people who you could target in regards to your brand and listen, no matter who you target, no matter how well you try to target a certain demographic, other people are still going to buy your product and service that become aware of it and just like it. So that's just the way it is now. Something that's really important to remember is that if there are three types of people that you think could potentially be interested in your product or service, then you need to select the one you think you have the best chance to convert. And also the one who is going to be the cheapest to acquire as a new customer. Ultimately, one of the most famous things in marketing is if you market to everyone, you end up marketing to no one. So narrowing your focus and making sure that you are trying to appeal to one specific type of person is super important. So that's the first step before you even start thinking about who actually wants your product service. Make sure you understand, you do not need to appeal to everyone. You just need to appeal to one certain type of person. It may seem counter productive. But trust me, it is one of the most important lessons you can take from this course or any course from anyone that knows anything about marketing, narrow your focus and make sure you are focusing on appealing to one specific type of person because that is going to be the ultimate decision that you make for your business and your marketing efforts. So to summarize, have one product focus, so sell one type of product and market to one single type of person. Ok, perfect. Let's move. Now, if you want a more in depth guide in regard to actually developing your target audience or customer persona, whichever way you want to call it, then I will provide an unedited version of me actually filling in the customer persona worksheet to make sure that you fully understand exactly how things can be done and how I'm thinking about things as I'm filling in that particular slide. Now, the next step is to think about the type of problem that your product or service solves. And then basically think about the types of people who be interested in having that problem resolved. The first section, we basically think about the simple stuff like how old are they? Are they male or female? Do they have family? What's occupation? How much all the regular stuff? This particular section is just to give us an overview of who the person is and ultimately giving us an idea as to how we could potentially market to them in future. Now, once we have the basics in place, we can then move on to the customer persona's buy or story. Now, this is ultimately a little insight in regards to you know, who they are, how they spend their day, what they do, how they think simply as much information as possible to give us a little overview in regard to who that person is and why they should be attracted to our particular product or service or the solution that we are trying to provide the market. You know, are they a busy person? Do they have a lot of things to do? But they don't end up doing them or are they extremely driven and they end up getting everything done in the morning? So they can have the afternoon off, just let your imagination run free and just think about all of the things that this person does in a day. How they feel. Are they a loving person? Are they quite selfish so that you can really start to craft an idea of how this person may react to the marketing that you're going to develop later on in the course. If that makes sense, obviously, you can do research, as I said before to basically see what types of customers and what types of people are attracted to your competitors. So you could always look at social media, for example, to look at the types of customers that are attracted to your competition, to get an idea as to what types of people actually buy the products that you're looking to sell or market to your target audience. So next, we're going to be collecting some brands that we think that this particular person may be interested in. So for example, first thing in the morning when they're walking to work, do they pick up a Starbucks or do they go for a less expensive option when they do their shopping? Do they shop at a place is very cheap or do they like the more premium supermarkets? What type of phone do they have? What type of laptop do they use? How do they spend their money? We need to know the types of brands that this particular person is interested in. So we can understand a little bit more about the and why they buy things. So add four logos to the slide to ultimately give you an idea as to what makes that person tick next. We need to start summarizing everything about that person into four words. This is going to become super important later on in the course. But at the moment, we just need to focus on basically giving a snapshot of who that person is in four words or less. Now, the different types of words that you could use are limitless, but the person could be really likable or smart or courageous or cowardly. We just need to get an idea as to what type of person they are. So we can start to craft their character in our own minds. And last, we need to answer some questions about the customer so we can understand where they're spending their time, what they spend their days doing and just how they function their life. Basically, what we're doing is we're trying to get the best and clearest picture possible in regard to how this person lives and how we can connect with them. Now, if you've been following along in this lesson and filling in your customer persona, then you should have your target audience pretty much cemented. Now in your guidelines. Now, if you've completed it, then you'll know who your target audience is, what their goals are, how we can connect with them better, what their fears are and where they spend their time among many other all details. And trust me, once you know how to speak to your target audience, it's just going to make everything so much easier. Or if you don't want to really do the process of assigning your target audience, then just hope for the best and do whatever you want to do anyway and just maybe give them free delivery. Maybe that'll work. Just joking. I know you want to do things, right. So let's keep the momentum and move on to the next lesson. I'll see you there.
Class Materials
Bonus Materials