If you want your customers to feel as though you made that video specifically for them, you need to drill down and find that ideal customer profile. Are you trying to reach a Millennial who subscribes to food and homebrewing magazines or a 10-year-old who will see your video play before toy unboxing videos? The more detail you know about your target audience, the better you can play to your strengths.
Here’s how to find that ideal target audience.
Find out who is already buying your brand’s service or product
Pre-existing sales data is the best resource for audience identification when you’re getting started. Who primarily buys your products? Look at gender, age, income, occupation, location and education level to start getting a sense of your primary customer. The narrower your focus, the more likely you’ll speak to exactly the type of person most likely to buy your product.
If your company hasn’t launched or is brand-new, you can start mining your social media and email list for demographic information, instead. Business-level accounts often provide information about the abovementioned categories, so you can start getting a sense of who’s interested.
Learn what kind of lifestyle your target audience leads
Now that you know who is buying what you’re selling, you can start looking for common denominators. For most brands, this is going to involve simply asking customers. Whether you send out a survey or call up past customers to chat about their habits, doing
market research
can help you figure out the “why” behind the “who.”
As you might already know, the best marketing doesn’t just sell goods to whoever can afford them. Truly effective marketing campaigns
go deeper. Understanding why your target audience acts the way they do can help you design ads that address their needs, desires and aspirations.
Create a character to guide your marketing
This is the fun part! Now that you know who your target audience is and what motivates them, you can create a
customer persona
that embodies those characteristics and values. Maybe your ideal client is the Millennial mentioned earlier. She might become Jane, age 39, who makes $65,000 at her job and considers herself a foodie and experienced cook. She loves to host dinner parties and barbecues to show off her latest techniques.
Now that you know who she is, you can use this profile to guide your video marketing choices. It’s a lot easier to convince “Jane” that your space-efficient meat smoker is perfect for her small condo instead of trying to advertise to “any adult who makes $60,000-$80,000 per year and likes meat.”
Whether you use the same persona for all your campaigns or change it up as necessary, following these steps will help you focus in and ensure your video meets its target.
Now that you know your target audience better, let Spin Creative help you produce professional marketing videos for your brand.
Say hello
to get started!
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
