Skip to main content

Researching Your Target Audience

Lesson 7 from: Brand Strategy and Design for Small Businesses

Haylee Powers

Researching Your Target Audience

Lesson 7 from: Brand Strategy and Design for Small Businesses

Haylee Powers

buy this class

$00

$00
Sale Ends Soon!

starting under

$13/month*

Unlock this classplus 2000+ more >

Lesson Info

7. Researching Your Target Audience

Lesson Info

Researching Your Target Audience

researching your target audience in this lesson, we'll learn all about creating a target audience, looking at their pain points and finding out who you should be going after now that, you know, you need a target audience? I want to ask you a question, Who do you want to work with? Many businesses are just trying to get sales from anyone that comes along. When I asked these businesses who they want to work with. Oftentimes they are stumped knowing who you want to work with is so important. It is important to be specific about who your target audience is. When you are specific about your target audience, your brand gains a strong position in the marketplace. You can also choose to work with people that value your brand. You may be a little bit lost right now as to who your target audience is or who you want to work with, but I hope that these steps in this lesson will help you gain clarity on finding that target audience, great ways to learn about your audience is by attending events, jo...

ining facebook groups, where your audience hangs out, looking at forums, reviews on similar products, case studies and more get creative with. This is different for each industry. You can also learn from your competitors by looking at the way they're crafting their message for a specific audience. It is so important to take time to learn about your audience in detail. For example, my hospitality branding company Romeo, I know I want to work with creative chef owned restaurants, romeos, target audiences, Chef owned restaurants, it is important to expand on your current audience. So who do I want to be calling Romeo as stated chefs of course, but what kinds of chefs? When I researched more about the chefs in my area, I see that most of them have established careers and own a few different restaurants From research, I know that I am targeting chefs that own 3-5 restaurants and are looking to expand. So we have chefs that owned 3-5 restaurants currently, So what else can we add in about my target audience? Maybe the style of the restaurant they're creating usually my target audience is rated by $3 signs on Yelp and they involve some sort of experience in their dining. They are creative and evolved to meet the needs of their guests, whether that be a trendy lounge setting or a sit down restaurant experience. So now we know that Romeo is going after chefs that owned 3-5 restaurants that are creating an artistic experience. This allows us to start to define the audience on a deeper level. It is good to be specific so that you know how to target these customers. Pain points once you know a little bit more about your target audience, you are able to start looking at their pain points when you know more about the person you are targeting, you can center your business around solving their pain points, a pain point is a problem, real or perceived entrepreneurs create opportunities for themselves by creating solutions to pain points. We know that clients buy products and services for emotional reasons. One of those reasons is often to avoid a pain or discomfort. For example, I would rather hire a specialist on Fiverr to do my S. C. O. Than try to take it on and spend two years learning sc Oh just to get started, I will pay them money because my emotions get heightened when I realized that I do not have enough time to commit to years of learning a new marketing skill. I'm quickly overwhelmed as is with learning the basics of SEO. Hiring the S. C. O. Professional will set me at ease and solve my emotional pain point which is overwhelmed. You can get all sorts of services here on fire that alleviated pain point for you. You no longer have to do everything yourself, which is really great that we have these resources. The internet is so amazing, you can hire someone to do S. C. O. Your logo design, um marketing all of that stuff here on fiber. So let's use Romeo as an example. Again, Romeos clients. Pain points are one The chaos of running a restaurant to creating a profit. Three employing people and ensuring that they will thrive in a stressful environment for lack of time to focus on staying relevant and standing above competitors. What pain points are you solving for your target audience? You must find your customers pain points that you can start addressing that pain point while giving a compelling solution through your brand strategy and design. You may be able to use your customers pain points as a way to articulate your solution to them. Either way, knowing your customer is extremely important for learning how to solve their pain point. Take a lot of time to dig into your customer. You must find your customers pain points so you can start addressing that pain point while giving a compelling solution. We're all solving problems for our customers. How many times have you chosen to buy something that was more expensive but would in fact make your life easier. How about flying to a destination rather than having a road trip. Your pain point may be that the road trip would take too long. Your kids would start fighting and create a lack of peace, your pain point, maybe that you will be tired, more stressed, resulting in a vacation that is more like work than well work. So you choose to fly because you're alleviating a pain point. Then of course, you pick an airline based on your needs, the pricing and the way they have positioned their brand. When you know what your clients and customers pain points are, you have a better understanding of their life and can offer a helpful solution. When you have a better understanding of how to offer helpful solution, you will be able to pick your target audience and bring in more money some steps you can take to find your customers Pain point is simply by asking them the most powerful tool you have when learning about your customers. Pain point is simply by asking them asked three of your customers or potential customers that you would like to work with, what they are struggling with when it comes to your niche, ask them why they started using a specific service. The questions you ask them will vary depending on your industry and the goals that you have give out surveys or find interviews after you've had a real conversation with a few of your potential customers try to get a survey out into the world to as many customers you have spoken to with as you can make this survey very simple. Do not include too many questions. If you include too many questions, people are less likely to finish the survey also make sure that you don't ask them yes or no questions. Give them room to talk about their feelings and their experiences with brands like yours or maybe your brand in the past. If you cannot conduct a survey, try to look online for any views of your target audience. If there is someone that represents your target audience, like a famous chef in my case or anyone that has a big online presence, you may be able to find them speaking in interviews about their pain points or struggles of their industry, Look at successful competitors, what pain points are they addressing in their brand? Look at your competitors and the way they are using a pain point in their marketing. Maybe they have a huge headline on the website that addresses the pain point of the target audience. The main goal of finding your customers pain point is to dig into their motivation for needing your service. Some of your competitors have spent a lot of money learning about their clients pain points, So make sure you learn from their research and gather what you can from what they've done. Use all of the resources you can to learn about your target audience when your target audience opens up to you and expresses their pain point. Make sure you use these exact words in your copy and website. If your client often says they associate themselves with your brand and choose to use you because it makes them feel empowered to use the word empowered in your copy. Using the words your target audience uses will help you attract like minded people. I want you guys to take a minute to look at your target audience worksheet. This will have a series of short questions about who you're going for, what your goals are and will help you lead into the next section where we create a persona together, who needs this product or service? What is my brand solving for my audience? Who is my ideal customer and what are my customers pain points?

Class Materials

Bonus Materials with Purchase

Checklist
Researching Your Target Audience
Creating the Audience Persona 1
Creating the Audience Persona 2
Brand Matrix Creation
Creating the USP
Testing the USP
Creating a Brand Story
Turning Brand Strategy into Design

RELATED ARTICLES

Recent

Articles

Recent

Articles

Recent

Articles

Recent

Articles

Recent

Articles

RELATED ARTICLES

Recent

Articles