When creating a marketing strategy, it is important to take into account the target audience you are targeting. To do this, it is necessary to clearly define the target audience, the ideal client and the buyer persona.
To achieve good results in our marketing campaigns, the first thing we must do is understand the market for our product or service. It is important to take differentiation and personalization into account, and to do so it is necessary to know these three types of customers. The goal is to reach the right people and, if possible, in large quantities.
Importance of defining these concepts
Addressing our potential clients correctly is key to ensuring that they are able to correctly understand the message we are sending them. We need them to identify with what we are telling them so that we can generate trust with them and they decide to buy our products or services.
It's normal to have several types of target audiences, especially if malaysia whatsapp data you sell different products or services. We'll define the three types of target audiences below so that you can understand the differences and achieve your final goal.
Target audience
The target audience is the group of people that our brand is aimed at. This group is made taking into account demographic aspects such as sex, location, age, behaviour, consumption habits, etc.
This segmentation helps us to be more specific about the person we ultimately want to target.
An example would be:
Men, between 25 and 55 years old, living in Spain, with university studies and owning their own business.
Ideal client
The ideal client is a much more specific client, and to compare them you can use current clients that you already have as an example. In other words, the ideal client is one who, in addition to being part of your target audience, is interested in your services and shares your same values. These would be some of the traits that would be ideal in a client.
It is important to see that the client identifies with the business. The consumer must think that your product completely satisfies all their needs and considers it to be the best on the market. It must be taken into account that there may be more than one type of ideal client.
An example of an ideal client following the previous example would be:
Entrepreneurial men, between 25 and 55 years old, who live in Spain, more specifically in large cities such as Madrid or Barcelona, with university studies and an interest in sales and with their own business. They need to improve their brand in order to attract potential clients and are aware that they need more training in Digital Transformation.
Buyer persona
The buyer persona refers to all of the above but adding certain more specific aspects/traits, creating a fictitious character with that data. It involves giving a name and surname, a specific age, inventing their life, their family and above all knowing what they do, what they think, what their needs and motivations are, what their objectives are, etc.
You can create several buyer persona profiles, you can make them with different behaviours, this will help you to adapt the campaign messages a lot.
It is very important to bear in mind that the information we adapt comes from the potential clients themselves. We need real data to be able to adapt it later to the marketing campaigns we carry out.
An example of a buyer persona from RMG would be the following:
Felipe is 55 years old and is the CEO of a software company. He has two children, one 20 and one 15. He knows the pressure he has in his job, where in addition to everything he has to do on a day-to-day basis, he must be aware of market trends to keep his company at the forefront. He is ambitious, methodical and loyal, characteristics that have led him to his job. His main focus is to be able to spend more time with his family and to reconnect with friends that work has made, who may have distanced themselves, but he knows that they are still there. He seeks the solution to his problems in the automation of processes and in improving his work team so that he can also rely on them, generating that trust. He is aware of what is needed to “be successful”. He reads books, plays sports and maintains good habits. Healthy body, healthy mind.
As you can see, we have created and defined a fictitious, psychological and demographic profile of what a potential client would be like.
Advantages of knowing how to identify these concepts
The success of any communication strategy or marketing campaign depends greatly on how well we know the people we want to target.
Knowing your potential customers will mean that you will not have to talk about yourself as a company all the time, but will instead be able to focus more on their needs in order to offer the best product or service compared to the competition.
When you are clear about these concepts, you forget about general messages, and this is something to keep in mind because what has to be at the center at all times is the client and therefore their needs.