Understanding who you're speaking to and targeting your messages directly to their needs, aspirations and challenges is an important part of getting a strong response to your marketing campaigns. Here are three steps to refine your target audience.
1. Determine what problem you solve. How does the problem differ depending on the educator’s job title?
Educators don’t buy products or services; they buy solutions. The more you can pinpoint the specific problem specific audiences are having, the more precisely you can talk to them about those problems authentically in your marketing communications.
2. Analyze your current customers.
We often think we know our customers but when customer data is analyzed it can often reveal things we never knew, like geographies, district sizes and job titles that are particularly responsive. A customer analysis provides one of the best, most reliable sources of information to design an effective targeting strategy.
3. Hang out and listen.
Social media provides us with an opportunity to hear directly from educators and learn about what’s keeping them up at night, which products they love, and which products they hate. Follow hashtags, blogs, and other social outlets to stay up to date with the news and trends.
Going through a formal process to define or refine your target audience provides direction for the content you create and the communications you send.
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