clarify your audience | day two of #4daygoals

DAY TWO | CLARIFY YOUR AUDIENCE

CREATED AND HOSTED BY

SARA EATHERTON-GOFF

"Meet your audience where they are, not where you would like them to be." —Unknown

GoffCreative.com/4-day-goals

We're going to cover:


➜ DAY ONE | Define Your Purpose ➜ DAY TWO | Clarify Your Audience ➜ DAY THREE | Set S.M.A.R.T. Goals ➜ DAY FOUR | Take Action

http://goffcreative.com/4-day-goals

To do this, we need to discover 4 things about your potential customers.


We need to find out:


➜ Who your customers are.



➜ Who your customers are. ➜ Where they are.



➜ Who your customers are. ➜ Where they are. ➜ What pains them.



➜ Who your customers are. ➜ Where they are. ➜ What pains them. ➜ How you can help.



Regardless of whether you're an existing business or a brand new business,

you can find these answers out the same way:


➜ By studying what you offer




➜ By studying what you offer ➜ By studying your competition




➜ By studying what you offer ➜ By studying your competition ➜ By defining your target client through research




➜ By studying what you offer ➜ By studying your competition ➜ By defining your target client through research




For a thorough walk-through, grab the eBook/Workbook

So, think about what it is that you actually offer potential customers .




➜ How many products or services do you offer?



➜ How many products or services do you offer? ➜ What's your most profitable offering? And who typically buys it?



➜ How many products or services do you offer? ➜ What's your most profitable offering? And who typically buys it? ➜ What are the top 3 things you'd say are remarkable about your business?

Then, study your competition.


Then, study your competition.

The #4DayGoals eBook/Workbook goes in depth with this section.

So, to keep this as brief as possible, we'll cover the basics.


Finding the right competitors in your niche requires some in depth keyword and

long-tail keyword phrase research.


Once you find the right keywords for your niche (based off your passion, vision, purpose, and

what you offer), you can find the right competitors to examine.


Once you find the right keywords for your niche (based off your passion, vision, purpose, and

what you offer), you can find the right competitors to examine.


There's a keyword research worksheet available in the Day Two email where you can jot down your results, too.

In researching your competitors, you can find:




➜ Who your customers are.



➜ Who your customers are. ➜ Where they are.



➜ Who your customers are. ➜ Where they are. ➜ What pains them.

HOW?


A great way to find your audience is to research your competitors' audiences.


A great way to find your audience is to research your competitors' audiences.

Oddly enough, you'll find they're likely the audiences you're looking for.


The info you can gain and what you can do with it:



➜ You can use their site to get inspired for your own design and layout.



➜ You can use their site to get inspired for your own design and layout. ➜ You can get started with industry trends inspired by your niche competitors.



➜ You can use their site to get inspired for your own design and layout. ➜ You can get started with industry trends inspired by your niche competitors. ➜ You can see what's working well and what isn't. That way you can capitalize on their weaknesses and follow their strengths.



➜ You can use their site to get inspired for your own design and layout. ➜ You can get started with industry trends inspired by your niche competitors. ➜ You can see what's working well and what isn't. That way you can capitalize on their weaknesses and follow their strengths. ➜ You can get new content ideas from their followers and blog commenters.



➜ You can see what categories they write about, check the engagement they receive on it (via comments, shares, etc.) and see what types of topics are "hits" with your potential audience.


All that work is called Secondary Market Research.


Now, we're going to brush up on a littlePrimary Market Research.


Your audience can be broken down into two sections:




➜ EMOTIONAL or Psychographics



➜ EMOTIONAL or Psychographics ➜ FUNDAMENTAL or Demographics



➜ EMOTIONAL or Psychographics ➜ FUNDAMENTAL or Demographics

You can gather information on both through existing client/ sales info, social media accounts of yours and your competitors' followers, surveys, and more.

Other things you can do are:


➜ Brainstorm: Take a current client, a friend, or anyone you'd love to do business with and describe them, their wants, needs, and how your product or service can help them.



➜ Brainstorm: Take a current client, a friend, or anyone you'd love to do business with and describe them, their wants, needs, and how your product or service can help them. ➜ List qualities you like in other people. And ones in yourself too.



➜ Brainstorm: Take a current client, a friend, or anyone you'd love to do business with and describe them, their wants, needs, and how your product or service can help them. ➜ List qualities you like in other people. And ones in yourself too. ➜ Note how different people use their social media accounts. Only personal reasons? For business? What are they sharing? What are they engaging with?



➜ Study your competitors' followers and jot down notes about them. Who else do they follow?



➜ Study your competitors' followers and jot down notes about them. Who else do they follow? ➜ Use your imagination. Build a persona for your target buyer using all the info you've gathered.



➜ Study your competitors' followers and jot down notes about them. Who else do they follow? ➜ Use your imagination. Build a persona for your target buyer using all the info you've gathered.

But, don't forget those pesky yet important demographics...

Demographics play a hefty role in your product or service, itself, your website design and user experience (UX), your message, tone and voice in the way you write and speak, and more.


Demographics are:


Demographics are:


➜ Gender—determines your references, tone, voice, and design.

Demographics are:


➜ Gender—determines your references, tone, voice, and design. ➜ Age range—determines the interest and need for your product or service.

Demographics are:


➜ Gender—determines your references, tone, voice, and design. ➜ Age range—determines the interest and need for your product or service. ➜ Location—shipping to? Different interests and needs vary by location. For example, sandals are a must-have product in Florida. Not so much in the Northeast.

Demographics are:


➜ Gender—determines your references, tone, voice, and design. ➜ Age range—determines the interest and need for your product or service. ➜ Location—shipping to? Different interests and needs vary by location. For example, sandals are a must-have product in Florida. Not so much in the Northeast. ➜ Ethnicity—can determine your references, tone, voice, and design.

Demographics are:


➜ Education level—also determines references, tone, voice, and design, but also language, phrasing and the words you'll use.

Demographics are:


➜ Education level—also determines references, tone, voice, and design, but also language, phrasing and the words you'll use. ➜ Industry/job—determines income level and interest/need for your product or service.

Demographics are:


➜ Education level—also determines references, tone, voice, and design, but also language, phrasing and the words you'll use. ➜ Industry/job—determines income level and interest/need for your product or service. ➜ Marital status/household composition—an empty-nester could care less about your mom- geared product. So why even include them in your messaging?

Demographics are:


➜ Religious and political preferences—the touchy subjects... don't piss off your target buyer by posting, sharing, and writing things that could potentially offend your customers.

Then, put it all together into a Target Client Profile. Answer the following:




➜ WHO—The demographics/details



➜ WHO—The demographics/details ➜ WHERE—Financially, emotionally, intellectually. If you're targeting new business owners, someone just starting out likely can't afford a $1,000 business e-Course.



➜ WHO—The demographics/details ➜ WHERE—Financially, emotionally, intellectually. If you're targeting new business owners, someone just starting out likely can't afford a $1,000 business e-Course. ➜ WHAT—What do they need/want/desire?



➜ WHO—The demographics/details ➜ WHERE—Financially, emotionally, intellectually. If you're targeting new business owners, someone just starting out likely can't afford a $1,000 business e-Course. ➜ WHAT—What do they need/want/desire? ➜ HOW—How can you fulfill their need/want/ desire?

See how that works?


See how that works?


For a thorough market research walk-through, additional tips, strategies and more, grab the #4DayGoals Ultimate eBook + Workbook in the GoffCreative Store.

See how that works?


For additional questions, don't hesitate to contact or Tweet me.

See you in your inbox tomorrow with Day Three of #4DayGoals!


http://goffcreative.com/4-day-goals

DAY TWO | CLARIFY YOUR AUDIENCE

CREATED AND HOSTED BY

SARA EATHERTON-GOFF

THANK

YOU

THANK

YOUHELPING ENTREPRENEURS

CREATE AND MAINTAIN A BUSINESS YOU LOVE.

clarify your audience | day two of #4daygoals

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