When I started marketing, I thought traffic was everything.
I wanted to be as big as companies like HubSpot. Just look at the picture above and you will see how many visitors they get.
They generate 29.61 million visitors a month from 11.74 million people. And these visitors have a market cap of around $ 10 billion.
Now let’s take a look at NeilPatel.com. Can you imagine how many visitors I get each month?
I generate approximately 8.717 million visitors per month from 3.616 million people.
If you look at it from a unique visitor perspective, HubSpot gets 3.24 times more unique visitors than I do.
In theory, I should be worth about three times less than you, shouldn't I? Technically, I'm not even worth a tenth of it. Not nearly.
Why is that? That's because I wasn't looking for the right audience while HubSpot was doing it.
And today I want you to avoid making the massive mistake I made. Because marketing is difficult, why should you start looking for the wrong people?
It will only cause you to waste years and tons of money like I did.
Defining your target audience is the first and most important step to the success of a company or company, especially if you are just starting out.
So before we go into things, let me first summarize what you will learn in this article:
- What is a target group?
- The difference between target group and persona
- The importance of choosing the right target group
- How to define your target group: 6 questions that should help you
- Create custom content for your target audience
What is a target group?
A target group is a proportion of the consumers that companies or companies control in their marketing measures in order to raise awareness of their products or services.
I know this is a tongue twister, so let me simplify it a bit more …
The goal is to target a market that you will be communicating with. A group of people with the same level of education, goals, interests, problems, etc. who need the product or service you are selling.
Basically, you want to target people who buy your things.
If you contact people who don't want to buy your items, you may get more visitors to your website. However, this does not bring you much. And you'll pull your hair out to find out why none of your visitors are buying from you.
Before we go into the details of how to find your target group, let’s talk about "personas" because many people mistake them for a target group. If you do this, you end up wasting time.
The difference between a target group and a person
You already know the definition, so I won't bore you again.
The most common data used to define a company's target audience are:
- Education background
- Purchasing power
- Social class
- Consumption habits
Examples for a target group: Women aged 20 to 30 who live in Los Angeles, have a bachelor's degree, have a monthly income of $ 4,000 to $ 6,000, and are passionate about fashion and decor.
If you start a business without knowing your exact audience, you could end up like me instead of HubSpot. We wouldn't want that now. 😉
And here's another example. Let's say you have a company that sells educational toys. Your target group could be children, mothers, educational specialists or teachers.
Or you have a motorcycle shop. Your audience will definitely not be under 18, will it?
There's no point in reaching everyone to increase your sales and profit chances. It will actually cost you more and reduce your profit margins in the long run.
Now let's go through "personas" …
In marketing, personas are profiles of buyers who would be your ideal customers.
Personas are fictional characters with characteristics of your real customers. They are based on target group research and can help you to better control your marketing campaigns.
A persona is a person who may be interested in what you have to offer because it is closely related to your brand and you must strive to make it a customer and keep it.
A persona includes much deeper and more detailed research than the target group because it includes the following:
- personal qualities
- Purchasing power
- Engagement in social networks
- Professional information
Persona example: Mariana, 22, blogger. Lives in Miami, Florida. Has a degree in journalism. Has a blog and publishes makeup tutorials and tips on fashion and decor. She always follows fashion events in the region and takes part in meetings with other people in the fashion niche. As a digital influencer, she cares a lot about what people see in her social network profiles. Likes to practice indoor activities and goes to the gym in her free time.
If I had to define the main difference between persona and target group, I would say that the target group looks at the whole more generally, while the persona has a more specific form.
If you need help creating business personas, read this article on creating the perfect persona. Let us first concentrate on finding the right target group.
The importance of choosing the right target group
The big mistake I made was that I didn't find my target audience when I started. I just created content and started marketing for everyone who wants traffic.
But that's a little too vague because not everyone who wants more traffic is a good fit for my advertising agency.
You might just want to be famous on Instagram or YouTube, which a lot of people are, but that doesn't help me generate more income.
Strangely enough, there are more people interested in gaining Instagram followers than people who want to learn more about SEO.
However, once you know your target audience, it's easier to find and do keyword research. For example, I know that I shouldn't waste too much time writing articles on Instagram or Twitch, even though the search volume is high.
It will only cause me to get irrelevant traffic and waste my time / money.
And that's the key … especially when it comes to things like SEO or paid ads. As soon as you know your target group, you can do keyword research correctly and find opportunities that not only increase traffic, but above all increase sales.
Now let's find out your target group.
How to define your target group: 6 questions that should help you
Finding out your target group is not rocket science. It only comes down to a few simple questions.
6 actually, to be precise.
Go through the following questions and you will know the exact target group you are addressing.
1. Who are you?
When thinking about who your target audience might be, consider who identifies with your brand.
One way to find out is to monitor who likes, shares, and comments on your posts on social sites like Facebook, LinkedIn, YouTube, and Instagram.
If someone is ready to deal with you, they are probably your goal.
In many cases, however, your ideal audience may not always be on the social web. You may be inactive on social media, but often buy from your company or sign up for your services.
Even those who have only bought from you once must be considered part of your target group, as someone who has bought once may buy again.
There is no point in making big sales efforts unless you make a similar effort to keep the customers you have already won.
Customers like to feel special, which is why the post-sales process is so important. Your relationship with the customer must continue after the purchase is complete.
2. What are your biggest difficulties, problems or desires?
What is cool, interesting, and good for you may not be for the customer.
You can't just think of yourself when it's time to define the difficulties, problems and desires of your target group. You have to put yourself in their place.
Don't make offers based on your opinion. Build them based on data, past experiences, and analysis of your prospects' behavior.
Understand your audience's greatest difficulties in trying to solve them.
3. Where can you find the information you need every day?
Everyone needs information.
Every day you are surrounded by tons of information on the channels you follow. However, if you need it most, where do you go to find this information?
Identify the communication channels that are best suited for your target group and try to speak to them in a specific language from their universe.
For example, I know that my target audience is either reading marketing blogs or spending a lot of time on social websites like YouTube and LinkedIn to consume information.
4. What is the benefit of your product?
Everyone wants solutions to their problems and to make their lives easier. This is a collective wish and not different for your target group.
Think a little about your product and the problem of your target group. What are the advantages of your product or service? What can it do to solve these problems? What is the main value proposition?
With so much competition, you have to try to find your competitive advantage in your niche and always try to improve your product by offering something that others don't.
5. What draws your attention negatively?
Being optimistic helps a lot, but thinking about the negatives can also help, especially when we talk about target groups.
Better than thinking about what your audience wants You can think about what it definitely doesn't wantwhat it considers negative and what it avoids.
With this powerful information, you may have more chances to captivate your potential customers.
Avoiding what they consider negative is the first step in getting their approval. After that, all you have to do is use other strategies to do efficient marketing.
6. Who do you trust?
Trust is everything for your target group. Nobody buys a product or service from a company that they do not know or do not trust.
This is why reviews are read on Amazon and are so important for sellers. You know it creates trust. It has also helped Amazon become a trillion dollar company.
Although this is the last question that defines target groups, it is one of the most important.
That is why your company's reputation is so important. Maintaining relationships with your customers is important because they share information about your brand on the Internet and with your friends and family.
When you get good reviews, have positive comments, and get a good reputation, this is the basis for potential customers to feel motivated to buy from you.
Create tailor-made content for your audience
After you know your audience, we come to the fun things. Let's create content for them.
Everyone creates content, right? Just look at Google if you don't believe me.
You just have to enter a keyword on Google and see thousands, if not millions, of results for each keyword.
When you search for “best earbuds” on Google, you see the following:
First, there are Google Shopping product options with ads and prices for different headphones for different target groups, needs and tastes.
Next, there is a list of websites and blogs with information on different types of headphones and comparisons:
There is no shortage of content on this or any other topic that you can search for. Everyone can create and publish text without obstacles.
The question is how you can make this content more personalized and attractive for your consumer.
Everyone produces content. Millions of publications are published every day.
However, the secret is to create content that targets your ideal customer and no one else. Generic content can generate more traffic, but also less sales.
To find out what your target audience is looking for, you can use Ubersuggest. Simply enter a keyword that relates to your target audience.
Click on "Keyword ideas" in the navigation on the left. You will then be directed to a report that looks like this.
You now have topics to choose from. Not all of them will fit well, but some will.
I recommend that you stick to the long-tail terms, e.g. B. "Best earphones to walk" (provided your target audience is active). The more general terms like "best earbuds" lead to more traffic and some sales, but are not converted as well as more specific terms.
The same applies if you carry out keyword research for the service industry or even for the B2B area.
Content types to create
Once you have a list of keywords that you want to target, you may be confused as to what type of content you should create.
You want to create content based on your funnel. In essence, you want to cover every step of the funnel.
At the top of the funnel is content created for visitors and leads, that is, people who may accidentally access your website, blog, or social networks.
When you think about the top of the funnel, the idea is to create materials with more general topics with a clear and easily accessible language.
This can be educational content, including explanations or curiosities about your product or service, or something that is in any way related to your industry.
The conversions take place in the middle of the funnel. In other words, at this stage, the person who has a problem and intends to solve it is considering buying your product or service.
It's in the middle of the street, but it's not the sale itself, because it's still just about ideas. In the middle of the funnel, you approach your target group and generate more identification.
Next: Bottom of the funnel content. This content focuses more on your product or service.
Here you can introduce details about functions, advantages and other direct information about your product or service.
It is far more likely to convert here because that particular audience has practically already decided to buy and you will only give it one last boost.
I hope this article will save you the big mistake I made.
However, knowing your target audience is not enough. It doesn't guarantee success. You still have to create and market your content. For this reason, I also covered keyword research in this article.
Once you've created content, you can also read these guides as they will help you get the right people for your website:
Have you already found out your target group?