How B2B Brands Can Identify Their Target Audience

How well do you know your brand’s target audience?

Or, how well do you think you know your target audience?

We find that many brand managers in Europe assume they know their audience very well indeed. They might even have a very clear image in their head of the type of individual they are trying to target with all of their advertising and marketing strategies. 

What is often the case, however, is this image in their heads isn’t always completely correct. When it comes to targeting your audience in Europe and motivating them into making a purchase, you need to ensure that your understanding of this group is bang on. Any slight differences between what’s in your head and your audience could result in some of your targeted work falling flat.

If you know that you have this problem in your business currently, here are steps to take to understand your target audience better. If you follow them through, you’ll know how to discover your target audience and start fine-tuning your aim for them in all your campaigns.

Brainstorm your target audience.

The first thing you should do is sit down and brainstorm what you already know about your target audience. Think about the characteristics that all of the individuals who are most likely to buy your products will share. Are they in the same age group? What is their job title; what kind of salary do they earn? You should also look at the common challenges, needs, and objections that this group of people might face in their life.

One great tip is to take a look at the audience that your competitors are targeting. How does that group differentiate from yours? Examine the data-driven insights using the right tools to understand the entire funnel, and how you can leverage this data to incorporate your USP to retarget.

Take advantage of brand trackers.

Use a brand tracker to get measurable and actionable data on your audience. This data can give you various, but specific insights. For instance, tracking brand awareness will tell whether or not your ideal target audience actually knows about you. As well as that, tracking brand consideration will show if they would consider using your brand. You can also track this data for your competitors and compare how your brand fares against them. 

In addition, you might even discover that this isn’t actually the best audience for you to be targeting. By digging deep into all of this brand tracking data, you might see new audiences appear that you had never previously considered. Just make sure to choose a brand tracker that caters to niche audiences.

Develop a persona for your target audience.

Now it’s worth creating a persona of what the quintessential member of your target audience is like. There are so many benefits from audience personas, so why not use it?

For example, if you target the millennial generation, go beyond a generic idea of a millennial and think more closely about who you are selling to. If you find that millennial females who live in urban areas and work in the tech sector buy your product more than anyone else, then their defining features and characteristics should also be those of your audience persona. 

Once you have made a persona, it’s important that you inform everyone on your team. To keep everyone on the same track with all their strategic work, you all need to be targeting the same persona.

Start targeting.

Now that you know who you are aiming at, it’s time to start trying to reach them. In order to target your audience, focus your efforts on the channels they use most often. 

If you know that your target audience spends a lot of their online time using Twitter, then it’s worth starting a campaign on that social media platform. However, if you are targeting an older audience who might prefer to spend their evenings in front of their TVs than tweeting, think about running some TV adverts.

Researching the channels that your audience use really can help you immensely — not doing so could end with you shooting blindly and completely missing. 

How does running marketing campaigns help find your target audience, you may ask. Well, how can you be positive that they are the audience for you unless you see if they work? And don’t forget…

Continue to monitor.

So you research your target audience well and then start to target them using suitable methods and channels. Job done, right? Not quite.

Sure, you’ve taken the right kind of steps so that the right kind of consumers will see your brand marketing. But how do you know whether that’s really happening once your adverts and promotions are out there in the wild? How do you know that they are helping your sales?

Keep your eye on the ball and monitor how your marketing efforts are doing. You can do this by tracking your brand guidelines and campaigns to make sure that they are hitting the spot. 

It’s also worth noting that target audiences can change or shift over time, so monitoring them is a continuous task for every brand manager. As long as you do make monitoring a habit of a lifetime, then there’s no risk of you ever being left behind by competitors. 

Those steps don’t sound too difficult, right? If you follow through with them, you should discover new things about your target audience that you might never have realized. And those nuggets of wisdom could help you polish up your marketing campaigns like never before. 

Not only that, but you can now carry out all of your campaigns confidently, as your target audience shouldn’t be even easier to reach.

By: Steve Habazin Entrepreneur Leadership Network VIP

.

.

Adam Erhart

How To Identify Target Market | Target Market Examples Click here to subscribe: https://bit.ly/2HxjQRa If you don’t properly identify your target market then none of your marketing will work. Period. Not your ads, not your content, not your website, not your social media, nothing. It will all fail miserably. And I don’t want that for you. So in this episode I’m going to be breaking down exactly how to identify your target market and give you a few examples of what that might look like for your business. ***Marketing Resources: Work With Me: https://bit.ly/2FY2vzF Our Advertising Agency: http://aerh.co/1oVVeEc Facebook Ad Image Guide : https://bit.ly/2H9EPt9 FAST Content Formula : https://bit.ly/2JEu5kz 60 Second Video Ad Script : https://bit.ly/2GQF0Kl One Page Marketing Plan : https://bit.ly/2v6HPBp ***Let’s Connect: Website: http://adamerhart.com Click here to subscribe on YouTube: https://bit.ly/2HxjQRa Twitter: http://twitter.com/adamerhart Facebook: http://facebook.com/officialadamerhart Instagram: https://www.instagram.com/adamerhart

5 Product Marketing Strategies to Get Customers to Take Action

1

When it comes to , has a significant impact on individual purchasing decisions, but ultimately it is the products that create an overall impression. Brand marketing is an important component in raising your brand’s prestige and overall favorable perception, but customers want to be part of the picture and feel that is as much about them as it is about the brand. Smart product marketing engages consumers and focuses on products or services that will be useful to them. Your brand will only be as strong as the customers who feel a strong connection to what you are offering. These five strategies will help you revamp your product marketing strategy.

1. Research new products with existing data

A product launch can be as exciting as the announcement of a personal milestone, but the sad fact is that most will fall short of their expected goals. You can save yourself and your company from disappointment by leveraging the data you already have about your customers and visitors to refine the products and features you are offering. Existing data will tell you your leads’ buying and browsing habits, what they click on and which emails they open. This data should give you significant clues on creating products and features that will get a response and create a successful product launch.

Related: 4 Strategies That Drive Brand Loyalty

2. Increase demand with existing customers

It is important not to underestimate the value of repeat . Not only are people more likely to take action and purchase a product if someone they know is using it, but drumming up repeat business is easier on your marketing budget. According to the Harvard Business Review, marketers spend between five and 25 times less to secure purchases from repeat customers than from new customers. Providing excellent customer service is one of the keys to keeping customers long-term. Another strategy is to offer them special promotions and deals to reward their loyalty.

3. Spy on your existing competitors

Although it is crucial to focus mainly on your customers, to keep an edge and stay on your customers’ radars, it is imperative to know what your competitor is doing and how they are performing. This is not difficult to do and can be as intuitive as paying attention to their performance on , how many likes they are getting and what strategies they are using. Using to track what happens after a click can help give you more information on how to update your own strategies. Ensure the sample size you are evaluating is large enough to give you a full picture of what actions to take in closing the gap between you and your competitors.

 

Related: 3 Reasons You Should Spy on Your Competition

4. Improve your existing listings

Your listings don’t just convey information about the product. A good listing lets your customer know why he or she needs the product. Revise product listings to emphasize convenience, time savings, reliability and . In addition, incorporating valuable keywords in the listings can make sure your they are seen by those who are most likely to make purchases — the people who are searching and ready to buy. Keywords can also drive traffic from those who are just browsing the web looking for more information about a product, and an attractive and catchy listing can transform an inquiry into a purchase.

5. Dare to take huge risks

It is worthwhile to achieve a balance between obeying the data and knowing when to take risks. If you are knowledgeable about the risks, you can go out on a limb now and again, especially if your intuitive move is in line with the kind of thing your customers respond to. Past failures, such as lackluster product launches, can be a strong indication of where you can go with future efforts. “The biggest risk is not taking any risk. In a world that’s changing really quickly, the only strategy that is guaranteed to fail is not taking any risks,” says none other than Facebook CEO Mark Zuckerberg.

Related: 5 Brand Marketing Tips Every Brand Can Learn From the NBA

If your product listings aren’t getting the response expected, there are many ways you can fine-tune your approach. involves the big picture, but getting specific and offering customers things they clearly value can move the needle more quickly. Updating data on a constant basis is essential, but using data you already have provides a valuable roadmap to developing and improving your products and features. Leveraging success with your existing customers is an effective way to get repeat business, especially if you encourage them to refer your product to others.

Gathering information about competitors on social media and by using AdWords can give you pointers on how to update your offerings and enrich your marketing strategies. Even the phrasing of your listings can be dry and uninspiring or can create an immediate desire to acquire your product or service. In addition, using keywords has the ability to automatically attract potential customers to your listing. Finally, don’t be afraid to follow your intuition and take educated risks when you feel you have a clear picture of what your customers want.

By: Alon Ghelber Entrepreneur Leadership Network Writer

bevtraders-2

%d bloggers like this: