After spending dozens of millions in ad spend and expensive SEO consultants I always end up coming back to the basics…
The simplest (not-always-easy) way to increase your engagement and conversions is:
Deep knowledge of your target audience.
The biggest problem when it comes to knowing how to find your target audience, is the fact that the marketplace is always changing. The needs of your target audience today may not be the same needs a year later, which is why you always need to keep yourself updated. Knowing how to find your target audience is one thing – keeping them is another.
If you’re struggling to get clarity on your target audience, you’re in luck. Today we’re going in depth on how to find your target audience personas in just 3 steps.
Table of Contents
- Step #1: Analyze Your Website And Social Media Traffic
- Tips on Analysis
- Step #2: Audit Your Business Strategy And Compare It To The Marketplace
- Tips on Audit
- Step #3: Create A Target Audience Persona
- Reminder on creating persona
- Conclusion
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Step #1: Analyze Your Website And Social Media Traffic
When it comes to analyzing your website and social media traffic, you want to determine what exactly is drawing your audience to your website or social media account. This could be factors such as the content you are putting out, what time or day you upload, or how engaged you are with your audience. As you analyze this data in more depth, it’ll reveal a bigger picture as to what kind of content your target audience likes.
When analyzing your social media traffic, you’ll want to look at what specific factor caused these people to watch or comment on your video. This specific factor could be the time at which you uploaded the video. Or the video was different in terms of content from all the other videos. You can also look at how engaged your audience was, such as the number of likes or comments that they left. All of this is information that will help you determine your target audience.
Don’t Look At What’s Consistent, Look At What Stands Out
One of the biggest mistakes most people make when analyzing their traffic is looking at what’s consistent but in reality, the best way to discover your target audience is to look at what stands out.
The reason you want to focus on inconsistencies within your data, is because it’ll help you understand what works and what doesn’t. If you focus on those that are consistent, you don’t know what you’re doing right, or what you’re doing wrong.
If there are specific days that stand out, focus on those days. Analyze what factors could have contributed to that particular outcome – whether it’s good or bad. If the outcome is a positive one, you can keep that in mind and experiment with putting more of that type of content in the future. If the outcome is negative, look at what differences are responsible for that negative outcome.
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Step #2: Audit Your Business Strategy And Compare It To The Marketplace
The second step to discover your target audience personas, is to audit your business strategy. Every time you put out a piece of content, or upload a new blog you should be doing it with a specific reason in mind. There should be a specific outcome that is achieved, which is what your business strategy focuses on. And with the marketplace’s needs constantly evolving and changing, you need to ensure your business strategy reflects those changes.
This is the difference between knowing how to find your target audience and knowing how to keep them. You may be able to attract new visitors to your website or new followers on your Instagram, but unless you understand how their needs change over time you will not have them for long.
For example, at the time of this article being written – TikTok is the newest social media platform that has gained popularity. Since its launch in 2016, in just 3 years it has managed to accumulate over 800 million active users worldwide. Compare this to Instagram’s 1 billion monthly users, and it’s very evident how fast the needs of the marketplace can change.
Analyze What Your Audience Does And How They Behave
One of the reasons why TikTok gained so much popularity in such a short time, is because a large majority of its user base are young teenagers from Generation Z. This is why it’s important to understand your target audience persona and who you are catering to.
Understanding the marketplace means also understanding what kind of people are interested in your content. You need to factor in things such as their location, age, gender, ethnicity, and interests. All of these play a part in determining what your target audience’s needs consist of, and are factors you will want to account for when analyzing data. One way to discover these factors is to look at what they’re searching for.
If you produce a lot of content around finance and one of the keywords your visitors searched for was “financial freedom”, right away you can tell this person is probably an adult or older. You can then proceed to look at what actions this person took while on your website, what blogs they may have looked at and what other keywords they searched for. When you put all of this data together, it’ll give you a better idea of what your target audience personas look like. And in many cases, you will have multiple target audience personas.
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Step #3: Create A Target Audience Persona
Once you’ve gathered sufficient data, it’s time to get clear on your target audience persona.
When creating a target audience persona, you want to get very specific about who they are and what their needs are. Some traits to include when building your target audience persona are:
- Age
- Gender
- Relationship Status
- Occupation
- Who they follow
- What they might search for
- How familiar they are with your brand
- How they spend their free time
The more specific you can get with these traits, the better your target audience persona will be. If you feel the need to include additional information, such as a target audience persona that “may or may not be in a relationship”, chances are you can create another persona and include that information in. The reason being that the needs and desires of someone who’s in a relationship, will be much more different than someone who’s still single and ready to mingle.
Confused People Do Not Buy
This is why you need to be very specific when it comes to building a target audience persona. Unless you are able to narrow down their traits as much as possible, you are going to create overlaps in the kind of message you’re putting out. That will cause confusion because your audience has no idea who you are trying to target. And confused people, do not buy.
Once you’ve created and understand your target audience personas, you can begin segmenting them and plan out what kind of content to produce. If you’ve created your target audience persona correctly, you will already know the needs and desires of your target audience. Now, all you need to do is create content that caters specifically to that target audience. The more specific your content is, the more your target audience will feel like you are speaking directly to them.
Conclusion
Knowing how to find your target audience persona can be simplified to just 3 steps:
1) Analyze traffic data
Analyze your website and social media data – search keywords, time spent viewing, where visitors came from. But focus on any numbers that look different from the rest. Those unique data points show you what to change to really hook your audience. The normal stats just mean you’re doing fine. But those different numbers reveal secrets to leveling up and keeping fans long-term.
2) Audit Your Business Strategy And Compare It To The Marketplace
Every content drop should nail a specific business goal. But buyers need to constantly shift, so your strategy must adapt. Gaining followers is one thing, keeping them is another ballgame.
3) Create target audience personas
Get hyper-specific when building audience personas – age, gender, relationship status, interests, search habits. The more granular the traits, the tighter you can dial in your marketing message. Overlapping details mean you need distinct personas. Nail those razor-sharp definitions to dominate.
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Discover How I Scaled My Business To 7 Figures In 8 Months
Congratulations! You’ve made it to the end of the post. Those are our tips on how to find your target audience personas in 3 steps. Now, what are the chances of you implementing this in your business?
For most of you guys it is close to zero. Because it is just information.
That’s why I have compressed all the resources that you need to scale your business into a single cheatsheet, High Ticket Client CheatSheet. Inside, you’ll discover the same time-tested formula, responsible for closing over $100 million in High Ticket business. Download the High Ticket Client CheatSheet, print it out, and keep it next to you as you work on scaling your business. Look at it regularly and implement the strategies in your business.
