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KYA: know your audience or how to deliver your message to the right people

In today’s rapidly evolving digital age, businesses must have a profound understanding of their target audience.

Research shows that companies that effectively segment and target their core audience witness higher returns on investment (ROI). In this regard, a study by the Direct Marketing Association found that targeted campaigns saw an average ROI of 42%, compared to non-targeted ones, which incurred an average ROI of just 14%.

Understanding the buying habits and perceived value of their primary client base allows companies to price their products or services appropriately, potentially increasing revenue and profitability.

Defining your target audience is also crucial for tailoring marketing efforts and effectively targeting desired clientele. To do so, the team must analyze key demographic information, such as age, gender, income, and purchasing habits, and define the channels to broadcast their message most efficiently.

Below, we’ve compiled a roadmap to help you define and reach your target audience.

Defining one’s key demographic organically

There are several methods you can use to define your audience, including:

  • Determining the problem (or the need) that your product/service addresses. By understanding the pain points of their potential customers, companies can focus their efforts on those most likely to benefit from their offerings;
  • Analyzing customer characteristics such as age, income, location, and occupation to identify patterns and trends. This can provide valuable insights into the demographics and needs of the target audience;
  • Creating buyer personas, fictional representations of the ideal customer, based on research and data;
  • Assessing competitors’ target audience to gain insight into the industry’s demographics.

Q: Can a project have more than one target audience?

Yes, it is quite common for a project to have multiple target audiences: individuals or groups may have diverse needs and characteristics. A company needs to segment its market and develop specific strategies for each audience and use unique ad messages, pricing strategies, or even different product versions tailored to the needs of each audience.

Identifying your audience’s pain points

The next step is determining the problem or needs that a project’s target audience faces. By putting in the work here, companies can ensure that their offering addresses a real and pressing issue, create effective marketing messages that resonate with the industry, and assess the market demand.

This process is crucial for developing an effective strategy that focuses your efforts on the group most likely to benefit from the solution and increase the chances of the project’s success.

InputPR: delivering your message through winning media coverage

After defining your target audience, the next step is reaching out to them through media channels. But what if you don’t have an in-house media relations department? Delegating this task to a professional communications agency would be an optimal solution.

When it comes to the realm of digital tech — especially blockchain and crypto — InputPR offers its clients a diverse array of services. We can:

  • define your target audience;
  • build a tailored strategy to reach your target base seamlessly,
  • leverage our extensive connections with top business, fintech, financial, IT & crypto outlets to follow the strategy through.

Lastly, InputPR delivers additional services such as cover strategy development, media buying, SEO optimization, influencer & e-mail marketing, and social media management, among other things.

Have any questions? Contact us at mary@inputpr.com