Whatever campaigns you might have going on at this moment, you can probably agree on the fact that defining and approaching your (diverse) target audience is often the most difficult part of the process.
It sometimes feels as if you’re trying too many things at the same time, yet none of them seem to deliver the exact results you are longing for. You’re constantly looking for new approaches that can help you reach the objectives of your company.
Your target audience changes a lot, and it’s becoming so diverse, that if you don’t keep up with what they’re thinking, you won’t know how to approach them concretely – which leads to wasted budget. Every person can carry multiple identities that form the person they truly are, but if we take all these different types of identities into account, we can get confused and lost within the information we have.
That’s why at Allyens, we think it’s important to look at the bigger picture with a sober view. We help companies find the characteristics and information about their target audience that will help this audience engage with them.
People are different. Their interests, environment they grew up in, the culture they practice and more are all factors that helped them become the unique person they are. But in marketing activities, it’s really important to realize that even though people are different, they’re also the same. On many different levels.
We focus on trying to find those similarities within your diverse target audience to make all your activities and strategies find their way through the maze of identities. We help companies or brands connect with your company on a more profound level by triggering certain feelings or parts of their identity. Applying such methods will not only help you see clearly through your target audience, it’ll also make every individual feel personally approached by you.
To find these similarities, we take it step by step.
Research the needs, pains and wishes
Assumptions based on nothing but gut feeling and perspective will always remain just assumptions. Of course, your gut feeling can tell you a lot, but it can also blur the bigger picture.
To understand exactly how the people in your target audience identify themselves, a thorough research is necessary. The research will in some cases confirm what you thought you already knew. In other cases, it helps companies create a whole new view and perspective on their current strategies.
Define the ruling similarities
Analyzing the results the research brings is another important part of the whole strategy. The choices that get made must be convertible into results.
Besides, it’s important to not take too many responsibilities at once. Start by making use of 2 or 3 important and relevant similarities and build your way up.
Test the theory and adjust accordingly
A theory is just a theory until it gets used in practice. That’s when you can observe how well something is working and like any other strategy, it’ll need fine-tuning.
Start the strategy and adjust it according to the way it evolves. The more frequent you review your strategy, the faster you can intervene and make sure you reach the goals you’ve set.
Start building communities
When the similarities you’ve chosen work, your community will start growing really quickly. At that point, it’s important to make sure you don’t expect your community to grow by itself.
You have to invest time, precision, accuracy and dedication into building communities. It’s a give-and-take kind of situation. The more time you invest, the more your community will start to feel like the place-to-be in the target audience.