Knowing your audience is one of the most vital factors in determining your marketing efforts. As we already noted, precise targeting is one of the main advantages of inbound marketing. Yet to do this effectively, you must first have a clear idea of who you're targeting. There are a few essential points to clarify about your audience.
We’d recommend starting off by creating a buyer persona. A buyer persona is a fictional yet useful representation of your "typical" customer. You want to understand who your customers are, what problems they face, and what solutions are most appealing to them. You can gather this information by doing some demographic research. You might find, for example, that a beauty product you're marketing is most likely to appeal to suburban women between the ages of 35-55 who have an annual income of at least $50,000. You can gather more specific information by engaging with your customers and followers on social media, or holding in person peer groups. You might also conduct polls or ask questions on your blog. Bottom line is...talk to your customers to learn as much as you can!
Some businesses may have multiple buyer personas. An airline, for example, is likely to have several types of customers such as business and leisure travelers. They will launch different campaigns for each type of customer.
When researching your audience, you'll want to learn where they spend their time online. Which social media platforms do they use most frequently? You can take an educated guess about this based on demographic research. While there are some general principles (for example, a majority of Pinterest users are women), you always have to test your results on various platforms. You can also gain this type of information by observing your competition.