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Effective Marketing Research Strategy To Better Reach Your Audience
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Effective Marketing Research Strategy To Better Reach Your Audience
Presented By
Black Pearl Matrix
What to Analyze When Defining Your Business's Target Audience:
- Genre
- Income
- Social class
- Habits and customs
- Location
- Schooling
- Age group
Are you starting your own online business or already have an online business and want to have an effective online strategy?
If yes, then you are in the right place, as in this article we will be covering all the possible digital marketing strategies that matter, helping you to understand all the work required for successful audience targeting in online marketing surveys.
If you’re new to digital marketing, this tutorial will help you get all the basics you need to start your own online strategies. However, if you are already a seasoned digital marketer, you can still follow along with the lessons as they can serve as a refresher or maybe there are topics that can help modify and improve your strategies.
Let's Start by Talking About the Target Audience
One of the most important aspects of digital marketing is audience research; therefore, researching your target audience should be a priority before planning any online strategy, because identifying your customer is critical to the successful execution of any online campaign.
1- How to Define Your Target Audience Based on the Product You Sell
The quick answer is to create a buyer persona.
Basically, you’ll define the characteristics of people who are most likely to buy your products or purchase your services.
When creating a buyer persona, be as specific as possible. Write down their behaviors, specify the channels they will use, including demographics such as age and gender, as well as location, monthly income, etc.
If possible, think about your persona’s online activities. For the most part, the persona will dictate how you create your content online.
Below, we’ve created an example buyer persona for clothing or streetwear.
We will notice that the details are very specific and real. So let’s take a look at buyer behavior and decide what our strategies should be.
• He or she prefers to shop online;
• He or she is active on Instagram, Facebook and Tiktok;
• He follows big sportswear companies like Nike and Adidas;
• He loves camping, collecting camping gear, and taking care of nature.
Based on these behaviors, we will now have strategies on how to reach this type of audience. Since he prefers to shop online, we will need to upload all of our products online.
For this, it’s a good idea to set up a store on Facebook and Instagram, as it works on both channels. You should also start creating short videos and upload them to Tiktok, Instagram and YouTube Shorts.
It’s also important to study the successful online campaigns of other companies in your niche to see what works and take examples of their strategies to adapt and/or improve yours.
Remember, when developing your buyer persona, always think about who you are writing to and what the person needs.
Remember that people are looking for solutions to their problems and your website should reflect that. Therefore, it is better to create targeted content to solve a specific problem for a certain group rather than creating generic content for a large one.
Try to be as specific as possible, as it will be easier to compete with customers who are looking for very specific things than those who are looking for more general things.
For example:
It will be extremely difficult for a new website to get traffic from people searching for “SPORT SHOES” in search engines, as “SPORT SHOES” is a very generic keyword search query and therefore very competitive with many large companies spending a lot of money to be first on search engines for this keyword.
So for the keyword search query “SPORT SHOES”, you will have to compete with companies like Adidas, Puma, Nike and others for the first page of search engines like Google, Yahoo, Bing, Yandex, etc.
However, if you try to be more specific, like targeting a long-tail keyword like “recycled running shoes”, you’re looking for a very specific niche audience that most brands often miss, giving you the opportunity to rank high in search engines for the niche.
While there aren’t as many people searching for long-tail keywords, the fact is that big companies might not be interested in such specific queries, making it easier for you to get some traffic to your website using those keywords.
Before we move on to the next topic, I want you to take a moment and think about your buyer persona based on the product or service you offer, and then write it down on a piece of paper, Google Docs or Microsoft Office.
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2- How to Use Free Content to Attract Your Target Audience
Now it’s easier to create content because you know your target audience and the channels they are using. You can use social media posts, blog posts, and emails.
We’ll cover best practices for each channel in this tutorial, but for now, I’d like you to focus on how to create your content for free.
When creating content, there are two important things to keep in mind:
• Keeping the audience engaged;
• Have a good SEO strategy.
Keeping the Audience Engaged
With every post you create, big or small, always know your goals. First, if you are going to post an image on Instagram or Facebook, first think about what you want to achieve by posting that image.
Goals can be measurable or what we call metric goals, which must be very specific and must have deadlines. And immeasurable, or what we might call valued goals.
For example:
Goals: I want to write a blog post about happiness. My goals would be in that blog post. I want to generate 2,000 leads at the end of the month and convert at least 30% of new leads into website traffic.
On the other hand, my value goals would help people understand the true meaning of happiness and provide inspiration, knowledge and wisdom.
Now that I have my goals, I’m going to start writing my content.
To achieve my goals, I need my audience to engage with my blog posts.
But how do you keep your audience engaged with your content? You can achieve it using the A.I.D.A formula: Attention, Interest, Desire and Action.
Here Is An Example Of How To Write Content Using The A.I.D.A Formula:
Attention: First, we must draw the attention of our target audience. Everything revolves around presentation.
How we present something will determine how well we can attract the attention of people who come across our content.
It is very important to pay attention to the presentation, because appearance matters, as well as the words we choose to present something. Do not neglect the design of your pages, the vocabulary and the way you write, as well as the images, videos and audio used to attract the attention of potential customers.
No one is attracted to something ugly, badly done and unpleasant.
Of course, attracting the attention of potential customers is just the first step before closing a deal. We must create content that people are interested in to prevent them from leaving our site.
We can use a keyword search to find out what people are looking for online and therefore what their interests are. With that information, we have to create unique content that matches those interests and keeps people engaged.
Research studies are a great way to keep people from leaving our site.
You can use research studies for the post you are writing. Statistics can also help.
Check out our example below:
For example, if we launch a happiness survey on our website where people respond to a form to obtain a result at the end of the questionnaire through a checklist, it is likely that many people will be interested in going through the process.
With the result of the questionnaire, we can offer some extra readings and articles that will be directed to more specific people, in particular, according to the result of the questionnaire.
It’s interesting enough to make the reader move on to the next few sentences of my blog post.
Desire: Desire will make your audience relate their feelings or thoughts to the blog post in my example.
Are you living a happy life or just have no idea? Reading “This Last Paragraph” will create desire in my audience.
They would relate their emotions and thoughts to the question, which would enlighten them as they read the blog post. The last word, but not least, is the word action.
Action: Comes at the end of the post and is the part where you will ask your audience to take action on your blog post. You can ask them to click a button to visit another site. This is also the part where you will reach your goal.
And remember that you shouldn’t leave the best for last either. That’s a big mistake. Make sure you land the best one you’ve got as soon as possible, then present a call-to-action feature to close the deal.
Create short and effective social media content with catchy images and interesting headlines using the above A.I.D.A formula and drive your audience to your website to make sales.
Once you have your content distribute it to different channels like social media, email or whatever you want.
Lead generation always works like this; you have to give something to your audience in return for their emails.
So far, we’ve covered two sections of this tutorial: how to build an audience and how to reach your target audience using free content.
Now we’ll talk about how to do market research and how to sell online.
3- Having a Good SEO Strategy
SEO is an abbreviation for search engine optimization and refers to the process of increasing the likelihood that content will be quickly and accurately recognized, ranked, and organized by search engine bot software.
Using SEO, you will be able to help search engines like Google, Bing, Yahoo, Yandex, Duckduckgo, etc. understand what your content is about and who your target audience is by choosing your preferred keywords.
A good SEO strategy will put your content in front of many others, helping you to gain a decent advantage and therefore increase your chances of getting better rankings and driving traffic to your website.
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4- Market Research
4.1 What is Market Research?
Market research is a process of determining the viability of a new product or service. It can also allow marketers to gather feedback and opinions from potential customers.
Market research is a way to get an overview of consumers’ wants, needs and beliefs.
4.2 Why is Market Research So Important?
Market research is important for two reasons:
First, by doing market research, you will be able to identify your customer’s problems and desires, so that you can develop new products, services and content based on the data collected through the research.
Second, well-done market research will help you predict trends well in advance and adjust not just your products but your entire business strategy to fit future changes. You can think of marketing research as a crystal ball that gives you a huge advantage over your competitors.
For example, one of the most effective ways to do this is by doing a survey where you can indicate questions to identify your audience’s problems and desires.
So our first step is to create a survey. For this tutorial, as we’re a digital marketing company, we’re going to create a form with the title “Digital Marketing Survey”, and we’re going to leave the description blank for now.
Our first question would be to ask the public what is the biggest problem that requires digital marketing.
In this section, we will identify the pain points of our target audience or customer.
Our second question would be to ask the audience why it’s important to you to solve this problem.
This question will specify what they need to solve their biggest problem, which is digital marketing.
Our third question would be multiple choice where we will ask them how important it is to solve their biggest problem in digital marketing.
And this section will allow us to filter the answers according to the levels of importance.
As a bonus, you can also request their email addresses at the end of the survey so that we can contact them as soon as we have a solution to your issues.
The question now is: how can you get responses to a survey? Well, there are different ways to do this.
If you already have an email marketing platform, you can send it to your email list as a link.
You can also send the survey directly to email addresses you already have.
But what if you’re just starting out and don’t have any of these paid tools?
In that case, you can access your personal Gmail and from there extract all the email addresses from your contact list.
If you have a LinkedIn account, you can extract contact information from there as well.
Once you’ve extracted all the emails from Gmail and LinkedIn, you can use them to submit your survey.
We know that you might think of this as spam and that people might just ignore your email search, but that’s not entirely true.
A well-presented email survey will attract a lot more attention than you think, and you might be surprised how many people check and respond to your survey; even if only 5% of all your contact responds, that’s enough to get you started.
You can also use the Facebook community by asking people to answer your survey from there.
The best way to do this is to first join niche community groups related to your target audience.
In our example case, we would search for digital marketing groups on Facebook, join those groups, then post our poll to the discussion tab and wait for responses. Another
effective way is to use online forums.
For this, all you need to do is go to Google and look for online forums within your niche.
For example, digital marketing forums: join them and post your research there.
Now let’s go back to our form. When we get enough responses, we can extract them and then analyze the data so you have a clear understanding of what your target audience needs.
The Next Big Step After Analyzing the Responses is to Do the Following:
• Determine common problems and desires based on the responses;
• Create an email list of those who responded;
• Create an effective sales campaign that outlines your solutions based on the problems you created in the research;
• Create new functions for your products and services;
• Create blogs or blogs to address common issues within your niche, also based on the research you’ve done;
• Rethink, update or enhance your brand, mission and vision.
Once you have your content distribute it to different channels like social media, email or whatever you want.
5- How to Make Online Sales
Above all, making sales is the true testament to all the marketing strategies you’ve created.
Where do we start?
To make sales online, you have a few options. You can create or choose an e-commerce platform, such as Amazon, Facebook, Shopify, among others.
They have their own digital marketing strategies there. However, these platforms make it very expensive to own and run a fully functional eCommerce store as their free plans are very basic.
Another downside is that all the market gain you get from your effort and money will be tied to these platforms and when you leave you will lose all the work done in marketing.
On the other hand, if you build your own E-commerce store, your costs will be lower, your marketing will increase the value of your store and domain, and you will have full control over how to monetize and manage your online store, so if you can, Best practice is to take all of the site’s content as a starting point.
Also, if one day you decide to go out of business, you can sell your website for a good amount of money and have someone else pick up the business where you left off.
FAQ – Frequently Asked Questions About Marketing Research Strategy
1. How is marketing research done?
Briefly, the planning and creation of a marketing research involves six main steps: Definition of the research problem; Definition of objectives; Choose the collection method; Determine sample design; Structuring of the questionnaire; Data collection and analysis.
2. What is the buyer persona?
A buyer persona can be defined as a fictional character that encompasses the various needs, goals and behavior patterns observed in your customer base.
3. What is the difference between target audience and buyer persona?
Therefore, we discovered today that the target audience is the portion of the entire population that has an interest in what your company sells. Buyer persona is a profile created from the ideal customer within that target audience.
4. What does long tail mean?
It is an English term that means “long tail” and that in SEO and Inbound Marketing for e-commerce names a keyword selection strategy for content creation purposes. But in other areas, that is to say, it names other types of strategies.
Conclusion
No matter your industry, the size of your business, the budget you have, the type of product or service you offer, your first priority should be creating and conducting effective marketing research, not just to find your audience, but to know if your product or service has any chance of success.
And the good news is that you can conduct your own marketing research, just using simple free tools.
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