Selling to your customers is made successful if you know who you are selling to. In this light, it is essential for any business owner to craft an audience profile – a representation of the people who will find his product useful, attractive, and essential to their well-being and daily lives. An audience profile helps a business owner improve on his product as well as make the right marketing moves to become more responsive to his customers.
The success of any kind of product is very much attributed to the genius that is the person who invented it, but behind that urge to create is the desire to respond the needs of many. That person is successful at selling his products because he knows that what he has to offer is something that is wanted or needed by many. And in order to do that, one needs to know a few tips on design audience profiles.
An audience profile is essentially a set of demographic profiles that make up a target market. Knowing and filling out the key details of your audience profile will allow you to understand who they are, how they live their lives, what their needs and wants are and ultimately, how your product can be part and parcel of their daily living. It also matters in marketing, because when you know who your audience is you will better be able to drive content that speaks to them, effectively making conversions out of many and in the end spelling out better business success for your startup.
Where to Start
Take note: your audience profile techniques is not just limited to what the people in your physical neighborhood think about your product or how they live their lives. You need to broaden your scope for more relevant research results. You can’t just target “everybody” – doing so would be foolhardy and a waste of your efforts. If you cannot start with hard data, then what you can do at first is, to begin with, some assumptions.
Your Initial Information
Take a look at your product and identify which demographics you think will respond to its best – a handy tool for stay at home moms? A must-have device for athletic thrill seekers? A genius offering for aging folks who like to live a healthy lifestyle? We say demographics (plural) because selling on the Internet will broaden your reach to the point where customers from varying age groups (or sectors) will love your product. For example, tech gadgets can be appealing to both twenty something and folks in their forties.
Here are some guiding questions that will help you streamline your target demographic for building your audience profiles:
- What is the life or the business situation for your target audience?
- What do they want in life? What challenges do they currently face, both in their personal and professional lives?
- What needs do they currently have that are not being met? How much are they willing to spend for the peace of mind that a product will bring?
Your Physical Work
Once you have your guiding questions, it’s time to get outside and start asking these questions to the people around you. Conduct FGDs (focus group discussions) for a ballpark demographic. Sift through their answers until you identify some promising sectors, then do several more rounds of FGDs with just representatives from these sectors alone in order to fully iron out additional details that pertain to them and them alone. This step might feel tiring – it is, but it is also absolutely essential. More than surveys, FGDs and interviews allow you to ask additional questions to clarify certain things as well as give representatives enough opportunities to expound on their answers. As they have clearly given you their time (as opposed to quick surveys that people fill out half-heartedly), you need to capitalize on this opportunity to really know all particular details and techniques of designing audience profiles.
Write It All Down
Your next step is to create a profile based on the data you’ve gathered. One example would be:
“Twenty- to thirty-something career women who have active social lives, have ample purchasing power and live in urbanized cities and communities. They regularly meet up with their friends, make time for exercise and healthy living, and place priority on the finer things in life such as fine dining and traveling.”
You may also have different audience profiles if you have a variety of product lines – for example, you have luxury items that caters to the upper-class audience while at the same time offer budget items that cost-savvy individuals would leap at.
At the end of the day, these audience profiles tips will help you sell better and improve on your product to ensure that it will always serve its purpose as well as make its way into the households of your target market!