Step 1: Understand Your Target Audience
Whether you need to generate high-quality leads, increase enrollment, subscriptions or donations, or increase awareness for your B2B or B2C product or service, everything begins with understanding how to motivate your target audience to take action. Relying on demographic research alone won’t do this.
The Scientific Magic of Psychographics
To really have a strong impact, psychographic research should also be reviewed. Psychographic research works to classify people according to their attitudes, aspirations, and other psychological criteria. This information can be used to develop highly targeted and/or segmented marketing communications that will reach into your audience’s subconscious and create an emotional bond to your brand. Psychographic studies are based on science but the brand-bonding you can create if you truly understand your audience on a deeper level can work like magic.
Once you think you know what makes your audiences tick, you can begin to use what you have learned to develop a creative strategy for your marketing communications.
However, you will also need to understand the motivations and needs of the people within your organization in order to gain support for your marketing programs or they won’t be as successful as they could be.