Okay so we went through this whole series in Marketing 101 to define your target audience and your unique value proposition now it will start to come into play here! Why? Your brand has to truly align itself with it’s market. If you don’t align your brand and what is happening with it together then you have completely missed the point.
What do I mean by aligning your brand?
Your brand really needs to reflect what your audience believes in, feels and how they think. A strong brand knows it’s target audiences thoughts, beliefs and how they feel. Why are feelings so important? An author named Simon Sinek wrote a book called “Start with Why”. I won’t get into all the details, but you have to make sure your brand has this major consistency of aligning with your target market. Always remember that your brand isn’t what you tell people it is, it’s what others say that it is. The only thing you can do is relate to your target market and upload an undying conviction of ethics, policies & procedures that support your brand’s mission, vision and never stray from its true purpose.
So, how do you align yourself with your brands’ target?
The best thing to do is pull out that Marketing 101 target market sheet you’ve all so diligently prepared, oh you didn’t do it? Then go back to Marketing 101. Sorry, but steps cannot be jumped. If you have it, then the best thing to do is conduct a market analysis. Depending upon how many details you really need you can go about and do surveys.
What are some of the top details that you will want to know about your target audience?
Okay this depends on if you are doing a business-to-business (B2B) or Business to Consumers (B2C). You want to find out:
- Do you use xyz product or service
- Age Range
- Household composition
- Professional Employment Status
- Now start getting into their heads (Make sure this relates to your brand)
- What they think about?
- Their worries?
- Concerns / worries
- Religious beliefs
- What they do on their free time
- Do they like Social media?
- What shows do they like?
- Do they like reality tv?
Why do you want this information? When you’re constructing your brand’s messages you know inner core information about your target audience you can easily show them that your brand aligns with their feelings and beliefs. No, I’m not saying to lie and manipulate people, because you will be found out and Karma will kick your butt! So, start to truly find out more about your target audience.
Once you have constructed a full survey of all the details you want, then you’ll have to get down to business and put it up online for people to take. Wait you don’t have a list of people to send the survey too? Okay, DO NOT buy a list and email it to millions of people! You will seriously get hit with penalties if you do.
A great tool that I have found is https://www.surveymonkey.com/mp/audience/
This tool is great because you have the capability to actually build your survey and send it out to get answered. You can also put in your custom audience. If you contact sales and tell them DeClustered Marketing sent you, then you’ll probably get a “who sent you”. Sorry, I don’t do discounts or promote for money.
Once you have the information, what do you do with it?
You all heard the saying that knowledge is power right? Okay well this knowledge will tell you how to promote your brand to your audience. You now know your target audience in full. Write it all down and in the next steps we’ll start constructing promotional mechanisms.