To succeed well with marketing, it is necessary that you know your target group, that you know what appeals to them and make them react and act as desired. But how do you get to know your target group? The answer is target audience analysis, and preferably as part of the ongoing analysis work. A common mistake is to try to reach and process a far too broad target group with the same material. It is often expensive to process a large target audience with a limited budget. But with the help of a target audience analysis, you can get to know your target audience and understand how you should communicate with it. Even if there is no budget for a plethora of tailor-made material in your marketing, it is possible with small means to adapt the communication for the target group, making your marketing more accurate and effective.
Audience analysis step by step
Depending on what product or service a company provides, the size of the target audience can vary considerably. We usually define the target audience as “Everyone who may be interested in the company’s product or service”, which can result in it being considered that almost the entire population can be classified as one’s target audience. Such a broad target group will probably not react in the same way to your marketing. So to adapt your material for the target group, we need to create a smaller target audience within the large audience. But first, find out why you are doing this work. Having a clear purpose and goal makes it easier to carry out the analysis work.
Step 1 – Create an audience within the target audience.
Which group can be found within the broad target audience? Try to find connections and similarities in smaller groups. Here it is also good to think through which smaller groups within the large one you mainly want to communicate with. Is there any group that is more prone to conversion than another?
To define the smaller audience, you can use a few different questions. Below are some examples of questions you can reason about:
- Who buys the product or service today?
- Why and how often do you buy the product?
- How is knowledge/interest created for the product or service?
- Are there any that influence the purchase decision?
- What content does the group engage with?
Step 2 – Find out all you can about the audience
We often know more about our target audience than we think. It is best to start by writing down everything we know about our target groups and then see where we lack information.
We can use some tools and methods in the analysis to find out information about our target audience. They could be Google Analytics, social media analysis tools, surveys, focus groups, interviews, and statistics.
When it comes to surveys, interviews and focus groups, it is essential to prepare properly. Make sure you have a specific question set in place before you make contact. Be sure to ask open-ended questions and think through them so that the questions will, as far as possible, provide answers to the questions you have and the gaps in the information that you need to cover.
Another good area of use for focus groups is testing different types of marketing materials you plan to use. An excellent opportunity to get input about what thoughts and reactions the material arouses in your target group.
Step 3 – Compile the result.
At this point, you hopefully have a lot of information about your target groups. So now it’s time to compile the results. Remember to make the compilations structured and clear so that everyone who is to take part in the information can easily understand, among other things, the following:
- What target groups do you have
- How the target groups differ
- Where the target groups are
- How the target groups are prioritized
- Which material to use for the different target groups, tonality and design language.
Once the results have been compiled, and everyone has taken part, it is time to implement their adjustments. The conditions for working with target group-adapted content are, of course, different in different channels. But a tip is to start working with target groups in your social media, where the conditions are good, and the costs of producing material are not too great.
Step 4 – Follow-up
Like all other work, this also needs to be followed up, evaluated and optimized. After a campaign has ended, it is an excellent opportunity to review how the material and messages you have used have performed. Did your target groups receive the material in the way you had intended? Was there any target group where the result surprised, and if so, what could be the reason for this? Feedback to the purpose and goal of you carrying out the analysis from the beginning, how did the campaign perform after the target group analysis compared to previous campaigns? It is also interesting to compare how the target groups reacted to the campaign with how the focus groups reacted to gain insight into how well they agree with the target group.
After the follow-up, it is not uncommon to gain new insights about your target audience and adjust the compilation of the target audience. So a compilation of your target audience should be seen as a living document that you work with on an ongoing basis.