Conduct target audience research

To know what content in social networks will be interesting to your target audience, create a portrait of it. It should include the characteristics, pains, needs and behavioral features of the audience. Conduct target audience research .

If a company is just entering the market and does not have the opportunity to conduct interviews or conduct a quantitative survey, we recommend local marketing email list  developing hypotheses based on:

• personal experience – for example, the head of a company or sales department;
• cases in similar niches – in them, specialists openly share tools, creatives and other useful information that will help in analyzing the potential target audience.

If you have the resources, it’s better to conduct surveys.

So, a quantitative survey

Not all companies are willing to allow an outside agency or strategist to survey their target audience for fear of losing a client. Plus, it is often unclear how to motivate people to agree to answer questions.

That is why most organizations choose this method to collect information about their target audience, which can be implemented using:

• Surveys in Yandex.For example, by sending out a based on visitor website behavior mailing to a database, but offering some useful information, a product or its version for testing in exchange for filling it out.
• Yandex Vzglyad service.You can create a simple survey, set up targeting and wait for the results.

  This option is suitable for those who do not have the opportunity to contact a potential audience.

  Image taken from the author’s archive

Or you can give preference to high-quality questions, the answers to which will help you:

• In-depth interviews.
  Image taken from the author’s archiveFor example, this survey can be sent to a contact database. But this way you risk getting short and incomplete answers.

  It is better to invite the client to an interview, ask questions in person and provide more detailed answers yourself.

• Call center.

  The same survey can be transferred to an outsourced contact center, where specialists will collect responses from an audience that matches your requests.

  This option is the most expensive, but many large companies resort to it to conduct such studies.

And, of course, you can analyze the metrics of the site, social networks, Zen or other platforms.

For example, if you need to collect information about the target audience from your website, you can use the Yandex Metrica service.

It shows:

• user geography;
• long-term interests;
• age;
• floor.

Image taken from the author’s archive

If you already have social networks and a blog taiwan data on Zen, audience statistics are available in the personal accounts of the platforms.

Now it’s time to structure the information obtained in any way, for this:

1. Select several main segments (at least 3).
   Image taken from the author’s archiveMicrosegmentation can be done, but it won’t be needed at the initial stage.

2. Write down the main characteristics:

   • socio-demographic indicators (gender, age, geography);
   • motivation for cooperation – if in-depth interviews or, at a minimum, quantitative surveys were conducted;
   • doubts (pains and fears) when choosing a company (counterparty or employer) – for example, a small guarantee, long delivery or an expensive product;
   • triggers (what and how to attract attention);
   • communication peculiarities (TOV);
   • where you can attract an audience (VK, OK, Telegram);
   • how they can find you – write search queries for SEO.