This simple yet effective exercise will remind you and your marketing team just how crucial knowing your target audience is.
If you don’t already have clear target audience profiles, this is the perfect opportunity to create them now with the help of KBB Digital’s Senior Strategist Dave Chaffey.
This Team Target Audience Exercise Will Makes a World of Difference.
Autogenerated Transcript: Are You Out Of The Loop About Target Audience Profiling?
How well is your website set for turning visitors into customers?
There’s a great exercise that you and your staff can try to put a new light on it, it’s best done as a small group with a texta and a big bit of paper.
There’s a bit to it and it starts with your target audience and what you’ve got to outline, is how well you know them, I mean do you know them really well? Who they are, how they think, how they gather information? If you know that you’re a long way there but you have to put yourself in their shoes, why have they come to your site, what did they search to get there and what are they looking for, because that’s what’s motivating them.
Now the second part of this is when it comes to your products and services, what themes do they care about, your target audience? That is I mean, what sets you apart from the competition? Are they looking for quality, price reliability, style, range, speed what matters to them and how much does it matter? Is it a little, is it a lot, because that’s driving their purchase decision and you need to get inside the head and really understand what matters to your target audience.
Now once you’ve done that we’ll turn to the website, you need to take a look at it and think how well does that first impression hit the mark with the target audience? You know, knowing what they want and what excites them, how likely is it that they’ll say well that looks promising?
Once we’ve got that far number two is how well does the information meet their needs? I mean if your customer is a hard-nosed accountant then you’ll get the best result with straightforward language, supporting graphs or stats and reference to any assumptions. If your target audience is teenage girls then the best result will be lots of bright exciting images, aspirational scenes that sort of thing.
And then the third is are you giving them any reason to take the next step, other than with a call now button. When/if you are, how compelling is that call to action? Now this exercise is one of the most effective techniques I’ve used to get people to really start thinking about your website and if you hit the mark, a couple or a few tweaks you’ll really start seeing some results from this simple exercise.
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