Understanding your target audience, a particular demographic that is most attracted to your products or services to which your messaging and advertising are aimed is essential to doing business (and for long-term business success).
Why is it important to know your target audience?
The reason why it is important to know your target audience because it supports the reason why you are doing business in the first place, selling products or services to solve a problem or to fill a need. As a solopreneur or small business owner, you must know this information to position your business effectively in that your ideal customer will purchase products or services from you.
Most businesses fail because the market need is not defined which impacts the research to discover your target audience.
I explain how to easily capture the key pieces of information about your audience in the Clever Start: Marketing & Launch Plan Webinar.
After you discover who your target audience is, then you can create audience messaging that attracts them to your products or services and convinces them to buy.
How do I Write for my Target Audience?
Here are my top five best practices of how to write to your target audience.
- Understand your audience. Select one or two primary audiences (referring to their customer profiles) to develop a content marketing strategy. The customer profiles (or “personas”) will help to brainstorm content that is most useful for each audience at each stage of your sales model.
- Create messaging for your “target customer” versus a broad audience. The value in writing for a target customer than a broad audience is that you are sharing relevant and timely content that matters to your audience — it resonates with their needs, problems, or goals. Never write copy for a broad audience. It is ineffective and a waste of time creating content that does not matter to or entices your target market to read it in the first place.
- Develop quality content. Most small businesses see other businesses pushing out content and think that they need to be doing the same thing or sharing similar content and all for the wrong reasons such as to gain X amount of followers on Facebook. Instead, it is important to determine why and how content marketing is best for your customers. What are your business goals and how do you plan to use content marketing to support those goals?
- Focus on writing for your customer versus search engine optimization (SEO). It is more important to write meaningful content for your customers. As a solopreneur or small business owner, your number one priority is about keeping your doors open, providing quality service and products. Hence, your content marketing should follow suit as well — creating quality content that is relevant, timely, interesting and appealing to your customer. However, it is important that the content created is developed to optimize the opportunity to be searched online when people enter specific keywords. You want your content to show quickly in a Google search.
- Create customer profiles. A target customer profile will help you market your business to use as a reference for developing a content marketing strategy, niche products, and services.
Keep these tips in mind as you research and learn more about your target audience. For additional best marketing tips join Clever Masterminds, the private Facebook group for solopreneurs and small business owners to exchange business resources, receive monthly training videos and productivity hacks.
By the way, download my free worksheet to easily capture key information to develop audience personas to craft targeted messaging and various forms of content.