To carry out any type of business and leverage on the development of relationships and results of value, it is necessary to put the spotlight on the main objective of a project: the target. Yes, because to be successful you need to make sure you take the right path to hit the mark. Only in this way can the entrepreneurial or digital marketing strategy be considered effective. And how is it possible to achieve this? The phase of correct identification and profiling of the target audience is of great importance, since an idea, however beautiful and innovative, must be able to reach people potentially interested in it, so that it becomes reality.
Before moving on to the implementation phase of a specific project, it is essential to define the relevant reference target. Digital marketing first of all requires studying the market, analyzing supply and demand, in order to correctly identify the audience to which to address (and therefore the potentially interested users). The information campaign should aim at them, in relation to a certain good or service to be promoted.
A journey made of data analysis and mental journeys
You have to learn to ‘read’ market fluctuations, in order to understand user behavior and reactions in a specific niche. Knowing your target audience means embarking on an articulated and complex journey, made up – above all – of mental journeys, at the end of which you get in tune with those people who intend to perform a certain action (conveyed by us).
Obviously, it will also be necessary to be able to create a structure for promotion. This must focus in an important way on quality communication, using the right channels (blog, social, etc.). Finding the ideal interlocutors to turn to in order to narrate an idea or propose products and services is the ABC of success, in total coherence with the project and with the company’s mission. Naturally, brand authority will also benefit from this result, i.e. the perceived authority of a brand in a certain sector of the market.
The rules for defining the target audience
The entrepreneur has an absolute need to know his target audience in detail, to get the best results from the digital campaign. First, he must identify the strengths and resolve any vulnerabilities in the project. Then, it is necessary to establish how the basic idea of the project itself can solve users’ problems and difficulties. So a first skimming has already been done. At the start of the profiling process, it is necessary to understand what the benefits are for the people who choose to purchase a specific product or service.
The primordial phase of target profiling could concern aspects such as age, geographic location, sex, spending capacity but not only. If he wants to be sure he will hit the mark, the entrepreneur will also have to try to establish himself as a leader in his market segment to intercept users. Therefore, another aspect must also be highlighted, linked to the activity of the entrepreneur himself: his reputation must be taken care of with the dissemination of useful information and service, which build customer loyalty.
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