Marketer Interviews

How do you get to know your target audience?

Julia Anishkina:

We make a research as each company has its own marketing or digital needs

Julia Anishkina

Business Development Manager at WOW-HOW

Neal Bloom:

Get out and walk the streets

Neal Bloom

Founder at Fresh Brewed Tech

Anthony Coppedge:

You ask. You ask again. You ask in multiple ways, through multiple channels. And then you test, verify, and ask again.

Anthony Coppedge

Agile Marketing Coach at Anthony Coppedge Consulting

Jonathan Payne:

Very carefully :) I think it really starts with having genuine empathy for your audience. To be able to step away from talking to them, and instead be able to feel what they're feeling. You can't genuinely understand your audience's challenges and obstacles until you've experienced what they're facing.

Jonathan Payne

CEO and Founder at JP Digital

Jason Denny:

Look at the data. Never 'think' who your audience is, as you'll be surprised who actual engages 'best' with your brand rather than engages 'most'. Two very different things. Utilise tools such as Google Analytics, Facebook Insights and Twitter Analytics to see who engages with your brand best. Then go after them!

Jason Denny

Founder at Freelance PPC & Digital Marketing Consultant | Founder Kaffeine Digital

Aleksandra Milovanov:

I try to put myself in their shoes - think like them, what would I do if I was them etc.

Aleksandra Milovanov

Social Media Manager at Four Dots

Mark Miller:

We rely heavily on information from the law firms' former clients. If we can pull together a profile based on the demographics from past clients helps us craft the branding and messaging we use. From there we track any and all information that we can access through analytics and data collection from site traffic, social shares, and calls into the firm. That helps us further hone the customer profile we build and helps us better target those who may need the firm's help.

Mark Miller

Owner at Firm Theory

Adam Torkildson:

Testing different messages, creatives, locations, etc.

Adam Torkildson

Founder at Tork Media

Chandra Kumar:

dissect successes and failures

Chandra Kumar

Founder & CEO at WiselyWise

Gee Ranasinha:

The hardest thing to convince business owners or marketing professionals is "YOU ARE NOT YOUR TARGET MARKET." While the means of acquisition may have evolved, the actual process of target audience segmentation hasn't changed that much. Most businesses don't know their audience groups well enough because they've never gone through the process. Because they think they know their market. Once we've gone through the segmentation process, proposed campaigns, creative, engagement channels, etc. and look at the results, many clients are shocked by how little they knew. We had once instance where simply changing the communication channel for a particular audience segment increased conversions by 27% for the client. Some business owners get defensive when we tell them they don't know their market as well as they think. It's understandable, even if rather myopic. You can't build a sustainable business based upon gut instinct, personal experience, or blindly following the competition. Waving a wet finger in the air and hoping isn't a strategy.

Gee Ranasinha

CEO at KEXINO

Katie Hulan:

Attend conferences to talk to our audience first hand, attend webinars and sign up to newsletters that our audience subscribes to, talk to our clients to understand their work and personal dynamics, review research from groups like Gartner on our target audience's top challenges, LinkedIn Sales Navigator and getting information from Google Analytics and our social media platforms.

Katie Hulan

Marketing and Communications Manager at Indellient