Why is it important to look more broadly at your target audience?

First of all, speaking about the target audience, marketers target it according to various criteria: gender, age, localization, education, marital status, professional status, financial status and other social criteria. All this, of course, is important. But imagine that today there was such news: scientists collected statistics on the physical size of the feet of all the people living on the planet, calculated the arithmetic average and created on the basis of this data sneakers of the “reference” size for earthlings of the XXI century. Are these sneakers suitable for everyone? Obviously, not everyone.

In internet marketing, too. There are topics (areas of activity, niches) in which you can hardly target the audience in all the above social categories. For example, the scope of travel. Today, everyone can go on a trip: a top manager of a large company with a high income, a worker at an aircraft factory, and a six-month-old child with a mother. And there are many such spheres.

Let's say more: for almost every sphere, a formal approach to targeting an audience, identifying social characteristics that are familiar to marketing and working within this framework is a conscious limitation of one’s own capabilities. And that's why. You have a given - your real clients, on whose study you actually build a portrait of a representative of the target audience.

And there is a potential - a huge, in any way yet unrelated to you audience, not thinking about buying your product or at least finding out about it. But among this audience, there are many, many people who, potentially, if not now, but someday in the distant future, could become your customers.

A common mistake that many people make is to attribute this huge audience to an untargeted one and ignore it. Because to keep in mind this audience means to work not by the rules. And the rules are reduced to creating content specifically for Central Asia.

And work not by the rules need.

If you work by the rules, that is, with an audience that is just a few steps away from the purchase, then you create content that answers their questions. And their questions are always specific, and if we imagine the process of converting a visitor into a client in the form of a funnel, then their specific questions are already very close to narrowing the funnel - where the sale is almost completed, just a step away from it. But if you work only in this part of the funnel, that is, only with those who are almost ready to buy, then you grow slowly, because you put a minimum of effort on the upper edges of the funnel, and you don’t pay attention to that audience outside , do not set yourself the task to cling to it, and then engage it in your funnel, pull up closer to the center, then closer to the narrowing, gradually leading to the goal. And the right goal of a content marketer is to turn an Internet user who is indifferent to your brand into a loyal customer.

We should not neglect working with those who are not so few steps away from the purchase, but, let's say, very far from it. Work in this direction is unlimited growth opportunities. Although, of course, it must be admitted that attracting the broad masses of the audience and the gradual work aimed at creating confidence in you in it is long and difficult. In addition, the overall conversion is seriously falling. But no one will argue that a conversion of 3% with an audience of 5,000 visitors per day is better than a 10% conversion with 500 visitors. Therefore, it is more promising to build work so as to attract and involve as many people as possible in your conversion scenario, rather than focusing on increasing conversion with content that is useful only to “almost customers”.

Not "who is now?", But "who could have been in the future?"

Ask yourself not only the question of who our potential customer is, but also the question: who could be our potential customer? For example, for an online broker whose business is focused on wealthy people who are well-informed about the state of the financial market and have an idea of ​​the principles of working with financial instruments (and there are most of them among the clients of an online broker), a potential audience could be people who have no ideas about trading, but who periodically think about what they could do. Or maybe they don’t even think about it, but after reading one article that “hits the mark,” they will start thinking. It is clear that from the point of view of business, the online broker is not very interested in such representatives of the audience - customers with a different income level cause much more interest in the company. On "just interested, but not yet ready" you need to spend time free, advising "into emptiness", because even if a person decides to try himself in trading, then from the moment of the first idea to its realization and some possible earnings it can take half a year, year, six years. Or maybe he will never engage in trading. But! If he does and gradually becomes competent, the client pool of the online broker may expand at the expense of him. And such people who could become clients, but do not think about it yet, are the majority. Imagine how much you can expand your real target audience and customer base in the future (albeit distant), if you work not below, but at the very top of the sales funnel and even beyond!

Create educational content

The desire to purchase some goods, to go on a trip, to become a trader - in life these are ordinary impulses or conscious desires that are not always realized. We look at the situation when we think about their implementation: our finances, we consult with family and relatives, we pretend, and how much do we know about what we want.

And this must be borne in mind - to work with people at the stage of the birth of such ideas and aspirations, at that stage when they themselves do not know whether they really want what they have in mind. It is necessary to give them information about this, to create educational content. If a person has decided to go on a trip, but is not yet sure whether he will, he will not immediately look for a hotel and estimate where it is cheaper to book a room. First of all, he will look for information about what time of the year it is better to go to the country that attracts him, what the weather will be, what you can do there (skiing? Diving?), What excursions are the most interesting, what currency to take with you, how to behave in shops, restaurants, what cannot be done in order not to violate traditions and customs, etc. And only after receiving answers to such "common" questions, he will go further - deep into the sales funnel, to narrowing, to more specific questions, that is one step closer to becoming your customer.

Watch the video: Broad NicheProduct Targeting Strategy for Facebook Ads (October 2019).

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