by Marissa Kasarov
When you first began to build your business, one of the first steps that you were probably told to take was to determine your target demographic. This consisted of information such as their gender, annual range of income, location, age, and any number of other factors that describe who they are. This data helped you determine what type of products or services you would offer and maybe even how you would go about presenting them. You probably never dug much deeper than that, though.
In order to become the most effective marketer that you can be (and as a result, build the most effective list that you possibly can), you should work hard to learn every detail about your audience. Rather than focusing on raw survey data, dig a bit deeper to answer questions that offer more insight into their lifestyle, wants, and needs. What kind of challenges do they often face? Is there are particular lifestyle factor that is common among all of them? How much time will they even have to process the information that you are sharing with them?
The entire concept of automated marketing, particularly as it applies to the inbound approach, depends on your ability to provide the information necessary to help your prospects purchase with confidence. It’s also equally important that this information is provided at the right time and the in the right places, as well. Failing to know your target is a surefire way to pour your marketing dollars into campaigns that will never work.
The first and most obvious benefit of researching (and getting to know) your target audience is that you will be able to generate a list of prospects that is both powerful and profitable. In the next post in this series, you will find all of the information that you need to build a highly-targeted list that will generate sales and lend itself to the ongoing growth of your brand.