By definition, audience research is the process by which one looks at the various characteristics of groups that could become potential consumers. To say that this level of research matters would be an understatement. Case and point, a New York digital marketing agency will conduct research to help local businesses focus on the right groups, whether in regard to age, demographic, or interests, just to name a few variables. With that said, finding information on probable audiences may be easier said than done. With this in mind, here are 7 audience research tips that will lead to digital marketing success.
7 Audience Research Tips
1. Establish a basis for the ideal consumer.
One of the most important audience research tips to know is to create a basis for the kind of individual you’d like to cater to. This is where information regarding the aforementioned variables comes into play. For example, if an online marketing agency is working alongside a fashion retailer, they will be likely to focus on women in different age ranges. Furthermore, they may narrow down the search to a specific geographic region, based on the scope of the retailer in question. These steps go a long way in establishing a basis.
2. Leverage social media to aid audience research.
Next, focus on social media as an audience research tool. For those that don’t know, social listening allows business owners to better understand users that can be transformed into potential leads. Business owners would like to know what kind of content engages their audiences and the user actions that may be taken, just to name a few factors. Keep in mind that this logic applies to Facebook, Twitter, Instagram, and many other social networking platforms, so be sure to expand your search as much as possible.
3. Consider online reviews, even the negative ones.
Long-term audience research can also be aided by the reviews your business generates online. While it’s ideal if a business sees only glowing feedback, negative responses are just as probable. This isn’t to say that the latter should be ignored, as it can be just as valuable as the former when it comes to not only audience research but digital marketing in general. Negative reviews help business owners identify shortcomings or gaps that can be addressed. Such common examples include poor customer service and a lack of quality in products. By knowing what your audience is looking for, in terms of overall improvement from you, you’re better able to grow your business.
4. Follow the user journey.
As a business owner, it’s advantageous if you put yourself in the shoes of your target demographic. Customer journey mapping goes a long way in identifying the process that a user takes part in, whether it’s to purchase a product, get in touch with a company, or simply find information. Take it upon yourself to follow this very journey, identifying any problems that the average user may experience along the way. This will allow you to make improvements as needed, resulting in positive growth.
5. Survey your target audience.
As you begin to understand your target audience, you’ll have more access to information that not only helps your business grow but improves the user experience as well. To this end, consider surveying your target audience. This is a great way to receive new information and it’s a common practice among many businesses. Create surveys that feature engaging questions, are easy to complete, and leave users feeling as though their voices have been heard.
6. Use messaging apps.
Another way to keep in touch with your audience, as well as continually perform audience research, is by using messaging apps. While there are many apps designed for the purpose of instant messaging, they serve the same general purpose of communication. This is particularly true for businesses, as such apps can be used for direct communication, either to receive questions or feedback in general. From Facebook Messenger to WhatsApp and beyond, there is no shortage of messaging apps that may help businesses grow.
7. Don’t be shy about working alongside an expert.
Audience research tips such as the ones shared here are ideal for helping the process along. However, even with all the information that exists at one’s fingertips, there is no substitute for expert guidance. If you’re a business owner looking to pinpoint the ideal audience, consider working alongside a reputable digital or social media agency. Not only will they help you define your audience but offer other services that can help your business grow. Consider taking this step, especially if you lack an in-house marketing team.
About fishbat: fishbat is a full-service social media, content, and email marketing agency that takes a holistic business approach to their clients’ digital marketing programs. The fishbat team understands the importance of business principles just as well as the nuances of the latest digital technologies. fishbat offers every digital marketing service available from digital marketing research and planning to brand development to website and asset creation through social media management and search engine optimization programs – all custom calibrated for both B2B and B2C businesses.