The 4 Step Guide to Niching Down your Target Audience
First of all, thank you so much for all of your amazing questions and comments last week. You gave me lots of great input for upcoming content and warm fuzzy welcome feelings! Thank you.
Today I’m going to talk about how you can lay the foundation for a compelling and hypertargeted ad, which is all about knowing your ideal customer inside out.
And then there was a winner…
“But but but”, I hear you thinking… what about the Logitech C930e webcam? Who won?
Why, thanks for asking!
‘Cause yes we indeed picked a winner and her name is (drumrollssssss): Nicole Brodie Nahum.
Congratulations Nicole, please send your address over to support[at]veeroll.com and we’ll make sure to send you your prize ASAP.
Now, let’s get into the nitty gritty of figuring out who it is you want to target with your youtube video ad.
I’m talking about the first 4 steps to get RIGHT before you start any video ad campaign.
The 4 essential steps to get clear on who you’re targeting.
There are tons of things to tweak, optimize and statistics to fiddle around with (which you can find fun or downright scary, depending on your personality type) but it all starts with the foundation.
The big picture of what you want to achieve is often quite simple:
- Someone will watch your Youtube Video Ad.
- That someone will sign up for your mailing list.
- That someone will make a purchase.
Are you getting tired already of me mentioning “someone” 4 times? Exactly!
That’s why in this post we’re going to figure out exactly who this is.
Because even if your product has been objectively classified as the best product in the history of the universe, it’s simply not going to be for everyone!
There’s a certain “someone” out there (last time, I swear) it is JUST right for, and who that is is what YOU have to figure out!
For this you’ll have to do some grunt work, but it’s essential to get right and a step that you simply can’t skip.
So, fasten your seatbelts and get ready for the 4 steps to get clear on who the heck you’re targeting and why they should care/ give a *peep*.
Step 1. Who is your target audience?
Getting clear on your target audience can be one of the toughest things to figure out. But like I said in the video, trying to serve everybody will end up in resonating with “nobody”.
So, grab pen and paper (or open up Evernote if you’re an app geek like me) and write down:
- What kind of person is it?
- Is it a business person in a particular industry?
- Is it a non-business person in a particular niche?
- Are they male or female?
- Where do they live?
- What language do they speak?
- What kind of income do they have?
- What are their online habits?
- What kind of friends do they have?
Write down as many specific characteristics as possible.
Step 2. What problems are they facing?
After you’re done with the basics, try to answer the following questions:
- What do they lie awake at night about thinking about solving?
- What have they already tried?
- What worked and what didn’t?
- Why do they care so much about solving this problem?
- Is it a pressing problem right now?
- What are they insecure or embarrassed about?
- What kind of conversation is already going on their head?
- How would they complain about their problem to their best friend?
- What are their ultimate dreams and desires?
You may find that there are multiple problems that your product or service can solve for the same group of people.
List them all in this step, and then prioritize them in the order of greatest problem, to smallest problem (from the point of view of your target audience of course!).
Step 3. What is your solution?
Now it’s time relate your ideal customers’ problem to your product or service.
- How does your product solve their problem?
- How does your product make their life better?
- How will they feel when after they’ve bought/used your product?
- How will your product benefit your customer?
Of course these questions are similar in nature, but they can help you to get more in depth and specific as you continue writing.
The important thing to notice here is that you get clear on the BENEFIT of your product, the RESULTS that it will help your customer achieve, and not just the FEATURES.
Even if your product doesn’t seem to solve a specific “problem”, you can still think of the deeper benefit that is connected to buying it.
For example, in last week’s post I mentioned the custom dog mullet headband (that actually exists).
Now , instead of mentioning the features of the headband (the colors, the fabric etc.) you can focus on emphasizing the relationship people have with their dogs.
Dog owners don’t just LIKE their dogs, they LOVE them and (although opinions on this may vary) dressing up their puppy might be a way for them to show that love.
So from the perspective of your customer, remember that:
Features = MEH. Emotions = YEAH.
Make sure to write down all the emotional benefits of your product in this step.
Step 4. Choose ONE main benefit of your solution.
Again, if we’re very passionate about our product we often see many ways in which it can enhance somebody’s life.
But if you only have a few seconds to make a connection in your video ad, it’s important to pick just ONE.
What is the ONE MAIN benefit of your product/service that you’re going to use for your campaign?
Now, if you find it hard to answer any of these questions, then that’s totally normal. Because you know what? This IS the hard part.
However, when you do this work right it will make everything else easier.
Remember, it’s YOUR job to make your ideal customer think “OMG that’s me” (or “YO, that’s me” if it’s a dude).
Here’s a bonus tip.
Don’t just engage in this process in your own head, but also talk to real life people!
If you’re an online business owner, sitting in your home office 24/7 in your PJ’s (not talking about me of course) then ESPECIALLY this is important.
For example, you can jump on the phone, ask questions in an online networking group, send out a survey to your email list, read comments under related youtube videos etc. etc.
Talk to real life people on a regular basis, to make sure your product or service actually meets an existing need in the marketplace.
When you get to know your ideal customer better than they know themselves, you’re WELL on your way to success!
So, once you have this all figured out, you’re on the right track, but… it’s only the beginning.
In my next post, I’ll talk about the next step in this process, which is how to find your targets in Veeroll. If you haven’t signed up for your free demo yet, click here to get started.
Got any questions?
Would you like me to cover something else about targeting? Just let me know in the comments area and I’ll see what I can do 😉