When it comes to Audience Analysis, it’s all about getting to know your ideal clients like they were people that you personally know and meet frequently.
You hopefully spend some good time with them and every time you meet there is something new to tell each other.
Something new has happened since the last time you met that you both want to share. New achievements, new people you met, a new trip, a new job. New successes and new struggles.
As time goes, things change for everyone. For your ideal clients as well.
It’s curious to see how big companies continuously study their audience’s behaviour. How it is now compared to how it was before, and what has happened to them to change their behaviour.
They are aware of the market’s continuous change and continuously investigate how their audience adapts to this.
This is how they keep their standards. It is the base to adapt their strategies to increase their results continuously.
Now, it is quite intuitive then, that this is the first step for every business, especially when it comes to competing with lots of others on crowded platforms.
You want your business to stand out, don’t you?
You want to drive a higher number of people to follow your page and make purchases, don’t you?
You then need to speak more directly to your ideal clients.
It’s all about them and how they would benefit from your product/service.
That’s why you have to get to know them as deep as possible. Because if you do that, it’s going to be much easier to create content and strategy specifically for them to be truly engaged.
Now, you may say that you know already your audience. You know their sex, age, income, and location.
However, is that enough for your pages to stand out online and drive a high number of people to your business?
What about your ideal clients’ behaviour and the driving forces that make them behave exactly that way?
This is the key to creating engaging content and strategy for your business to shine on the internet and increase your conversion rate.
Whatever you do, you have to put your specific audience at the centre of the process. And, depending on the goal, among the whole audience, who’s the specific person that most likely will take your business to reach that goal? And, why?
So, how could you make a deeper audience analysis which is the right one for your business to get the most out of the digital world?
The goal here is to create an avatar of the ideal person that most likely is going to buy your product/service.
You need to speak directly to them making the right emotional impact for them to decide to trust your business and make purchases.
Let’s say that you sell shoes. The very first thing is to begin from the surface. Who’s the one that most likely is going to buy your shoes? Are they men or women? Are they teenagers or are they older? What’s the age range? Do they work? If yes, what’s their job? How much do they make as salary?
You may already recall that, depending on how you reply to these questions, it’s way different the way you would speak, for example, to a woman rather than a man. They are different categories of people with different needs and problems that would push them to buy your shoes.
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This part of the analysis is something that lots of businesses and agencies do as well. However, they make the mistake of finishing their analysis here.
There is no surprise then, if even following good strategies, they struggle in getting engagement and sell as much as they would like online.
Purchasing is mainly emotional, and people decide to purchase things that unconsciously they feel able to please their emotions.
Emotions are the pushing force that drives everyone to behave the way they do. And purchasing is mainly an emotional behaviour.
Depending on the people you want to target, the driving emotion is different, and the key is to identify this.
The first step is to identify the biggest problems and challenges your audience has. People mainly buy when they experience an issue and see the purchase as the ideal solution.
People are also often moved by needs and desires. Needs and desires are often like the final push for them to make a decision.
After this, it’s time to get even deeper. It’s time to understand your specific audience’s driving forces.
When we experience a problem or have a need, we all experience specific emotions.
Fear, anxiety, hope, desire, curiosity, and so on. Getting to know the specific emotion your audience experience when facing a problem that your product/service would solve is crucial.
This is the emotion that would drive them to want to fix that problem.
This is therefore what will make your communication more efficient, engaging, and driving more people to your business. This is the emotional impact your marketing will need to create before offering your product/service as a valuable solution.
It is also very important to know the emotions that instead would make your audience bounce back from your business.
Let’s say that their main driving emotion is curiosity and your digital marketing triggers fear; that wouldn’t work very well on your customers.
They wouldn’t feel identified and the conversion rate would be lower than how it could be by triggering the right emotion.
Something else extremely helpful to know is the Subconscious Systematic Patterns of Behaviour that every one of us may have.
These are mental shortcuts that everyone’s brain uses when facing specific situations. There are a few of them and we work using more than 50 of them.
Once you know your audience’s problems and emotions, these patterns of behaviour are some of the best ways to trigger the right emotions and predict their behaviour after that.
Here as well, it is important to understand the best Subconscious Systematic Patterns of Behaviour to be used with your specific audience and avoid the ones that instead would make them bounce back.
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This is what you need to get deep knowledge of your audience which will make your communication more effective leading your business to constant growth.
Don’t be generic. That works until a certain point.
Be specific. Be detailed. Speak directly to your specific ideal client and make the right emotional impact on them. Exactly the one they need to be pushed to trust your business and make purchases.
Digital marketing services from Serendipity Marketing
If you’re looking for the right digital marketing agency for your business, there is no need to look any further than Serendipity Marketing. We are specialists in completing deep audience analysis and creating efficient digital marketing strategies leading your business to achieve its goals.
Our Digital Marketing Agency London UK team is expert in analysing deeply any business’ target audience and create and run the right strategy for your business needs.
We also offer open and transparent pricing. Our agency believes that you should know exactly what you are getting and how much it will cost.