You have a brand new business. You’ve established your purpose, defined your mission, and registered your company’s name. You’re ready to make this business a success, but what’s your next step?
Time to find your clients.
Look at Your Competition.
If you want to know who you’re looking for, check out similar businesses and competitors. Look at their marketing strategy. Who are they targeting with their social posts and paid ads? Who are their followers? What users are engaging with their account(s)?
This information will not only help you determine your target audience and create personas; it will be beneficial when it comes time to create your marketing strategy.
Do Your Research.
Market research is your very best friend when it comes to finding your target audience. Although it takes time, it’s well worth it. Your goal is to find as many individual characteristics as possible, within reason. You’re not looking to do a complete background check on prospects, but a few personal details will definitely come in handy.
Where to look:
There are several places to find potential customers; but if you want to be efficient, stick to your standard social platforms. Facebook, Instagram, Twitter, and LinkedIn are great tools to use when researching your target audience due to the massive number of users on each network. Plus, many of their customers add personal information to their profiles and join interest groups; all of which can be valuable to your research.
Job/Industry – LinkedIn
Look for Similar Characteristics.
These are some basic demographics to look at when analyzing prospects. Some of these may be important, and some may not be relevant to your business. Perform an assessment of the individuals you found in your market research, and record the following:
Answering additional questions like these will help you determine some similarities to look for when pinpointing your target audience:
Do they live in a similar type of location (big city, beach, rural, etc.)?
Do they share any hobbies?
Do they have pets?
Do they travel?
Do they have grandchildren?
What do they like to do in their free time?
Create Your Personas.
Take the analyzed data and create your personas, or fictional representations of the clients you’re looking to attract.
Start with a group of individuals in your research that share similar characteristics. Now, imagine if you combined all of these individuals together to make a single person. How would you describe that person? What’s his/her name, age, sex, and any other common characteristics?
Your description of this individual is your audience persona.
1st created persona:
Patrick Partner is 43, and enjoys living in the suburbs of Charlotte, NC with his wife, Candi, and their two daughters, Charli and Chloe. He graduated with a law degree, and is a Partner in the TZA Law Firm downtown. Patrick and his family take vacations to the mountains, mainly the Rockies and the Smokies. When Patrick isn’t working, you can find him skiing down a black diamond trail or hiking in the woods.
Congratulations! You’ve created your first audience persona. Patrick Partner is now a fictional representation of a potential client, and the type of person that you’re targeting the most with your marketing efforts. You can replicate this system and create a persona that represents each type of individual you found with your research.
If you're still unsure about your target audience, The Social Bullpen would be happy to help! Give us a call or drop us a message below!