Knowing your target audience is the most important thing for your overall brand. You cannot be a master of everything so the you have to narrow down your niche so that you can appeal to those who want to use your services. Because you cannot appeal to everyone.
If you chase two rabbits both will escape.
So simple but true. If you try to chase two different audiences at once with equal energy you will fail at attaining both. Right?
But there’s good news! You can at least appeal to SOME people. The people who want and use your services. THOSE are your people.
The Nitty Gritty
Knowing the age, gender, culture, education level and even the financial situation of your target audience will help you decide who you’re building out your brand for and how you can connect with them better. Having knowledge of their characteristics (or, psychographics, in marketing terms) will help you determine the language you use, the information that you share, the social portals you use to connect with them and the specific products and services that you offer. I would advise sitting down and creating a complete portfolio of your target audience. Age, gender, job description, hobbies, how many kids do they have – do they even have kids? What kind of car do they drive? What do they do on the weekends? What social portals do they hang out at? Is it mostly Instagram? Pinterest? Facebook? The more specific you are, the better you’ll be able to tap into what they want. And making them come alive helps with that.
Getting Them Interested
Because this is real life and not a perfect world where your future client will just automatically trust you and throw money at you, you’ve got to build trust with them first. There’s all sorts of ways you can do this. I like to build trust with my audience by writing up blog posts about my niche so they can see that I know what I’m doing, therefore building credibility. If you’re a photographer, maybe you showcase your work on Instagram or offer up a free guide on where in your city you like to shoot things like engagement photos or headshots. If you are a branding designer, write up a post on why it’s so crucial that a business hire a branding designer. Get creative and figure out new ways to get them interested. Other things that could help build trust is to get active in events in your community and talk to people or request testimonials from past clients. Word of mouth could do a lot of the work for you!
The better you know your audience, the better you can create content that appeals to them. This could help with SEO (especially if someone shares that content on their website) and may also open up doors to future clients. I have found that the more detailed and accurate my posts are the better they perform. You can help them solve problems which will then, in turn, increase your credibility. Besides asking, you can also keep our eyes peeled for people having issues on social media. That’s personally my favorite way because I never know what question within my niche I may come across that I could solve. Offering free resources on your website that solves their problem before they even ask directly is the best way to capture them from the start.
Does It Work For You?
I firmly believe that it’s important to recognize when something (or someone, as in, a potential client) doesn’t work for you and to be confident enough to walk away. Because again, YOU are not going to be for everyone and EVERYONE is not going to be for you. You have to find people that align with your brand values and that you mesh with so that you both can create something great together. Otherwise, it just ends up being a waste of everyone’s time. Which is important to keep in mind when you’re figuring out what you want out of the relationship between you and your client. If you feel like you don’t want to work with people who are just starting out in their business, but those who are more established, then include that into the list of things you desire from your target audience and your branding. Remember, this is your business, and in reality, you can build your brand around whatever and whoever you like.
By getting smart with your target audience you’ll be able to market easier and more efficiently. Remember, if you try to make everyone your target audience, you’ll end up reaching no one, but if you start getting specific, you’ll end up with your ideal client and ideal relationship- a thousand times over. What are some ways that you connect with your audience and create a relationship?