Your business’ success starts with your audience. If you’re not reaching the right people, you won’t meet your maximum potential. So, where do you begin?
Start with an audience profile — or, as we at MKR like to call it, an audience segment.
What is an audience segment?
It’s pretty simple. An audience segment is a collection of psychographics, demographics, and third-party data that sections out your consumers by things they have in common.
These segments show you who you’re reaching, who is engaging with your business, and how much of your segment makes up the market. And then, you can take that data and create unique media that resonates with your audience.
What’s the benefit of having an audience segment?
Having an audience segment helps you develop a more direct line of communication with your audience. It helps you understand what your current customers need and what may be lacking from your current strategy. With the collection of vital audience information, you get an inside look at what is and isn’t working for your company. This ultimately leads to better media planning and performance.
And better performance means more potential for penetrating new markets, staying competitive, and more promotion opportunities.
What you need
Before you can start segmenting your audience by similarities, there are some key components you need to succeed.
- Baseline demographics – look at age, gender, and income.
- Communication information – how does your audience prefer to chat (via email, text message, social media, etc.)?
- Pain point – what’s driving your audience to seek your product?
- Target goals – what does your audience want to gain from your product or service?
- Buying habits – whether your audience makes impulsive or thoughtful purchases; what time of year they make large purchases; what drives them to purchase?