Conquer your business challenges with audience analysis
“The size of your audience does not matter. What is important is that your audience is listening.” It was what Randy Pausch, the co-author of New York Times best-seller The Last Lecture, said about an audience. Then, how can you effectively make your audiences listen to you? The verifiable answer is to conduct audience analysis meticulously.
As a brand, you absolutely want to reach the convertible audiences to buyers. Hence, audience analysis is a pivot to all of your marketing channels. It does not matter whether you market your brand to general audiences on social media and website. Or, you use personal messages through emails. Understanding audience analysis is the foundational step to build a successful business.
What is audience analysis?
Audience analysis is a research of a group of people based on their demographics, interests, or other metrics. It can refer to a broad audience such as “all Instagram users”. Or, you specify the group like “teenager female fans of BTS K-pop group.”
There are two types of audience analysis. The first type is a branded analysis. It means you look at audiences for a particular brand like Google or Apple. The second one connects with products and topics. Examples are roses and digital marketing services, or technology and food.
The insights you get from the audience analysis can be a useful guide to create a list of buyer personas. They are semi-fictional representations of the ideal customer. You will only collect these profiles by doing an in-depth audience analysis and turning it into actionable data.
Why audience analysis?
1. Get complete data
When you will have a first date from an online dating application, perhaps you also search your date’s name on Instagram or LinkedIn. It aims to get to know them better and find the perfect topics to discuss.
It goes the same to audience analysis. The more you search about them, the better you will understand them. You can eventually design personalized content for specific audiences.
2. Win the competition
Once you attempt to stop talking with every person in the market and begin focussing on smaller prospects, you have taken an important step to stand out. The specific customers will identify that your brand specifically speaks to them.
Take a look at the search engine giant, Google. Unlike other search engines that have continuous pop-ups and unrelated news, they invest in technology to construct the most sophisticated search engine for customers. Google begins this idea by listening to the customers that are fond of relevant information and simplicity.
3. Engage with your customers
Because you have done an audience analysis, you will get a deeper understanding of them. You know what their problems are or why they encounter the problems. Finally, you can be their hero to reach them with the right content, in the best method, and at the perfect time.
You will not just assume your audiences. But, you are aware of what you are doing and how they feel about your marketing efforts. Remember that happy customers turn into repeat customers. Then, they will be completely loyal customers.
4. Pinpoint the influencers
Audience analysis allows you to determine which campaign strategy or content marketing immediately. One of them is inviting influencers. But, the question is: who are the most fitted candidates that can connect your brand value to audiences?
After completing the data on audience analysis, you will answer the questions. For example, you own a natural skincare company, particularly anti-aging products. Your audiences are middle-aged women with a good salary. It is because a natural anti-aging cream can be expensive, right? Then, get a celebrity or influencer that has the same age as your audiences’ and is far from plastic surgery rumors.
Types of audience segmentation
Audience segmentation is a marketing strategy of dividing the market based on unique characteristics. By segmenting your audience, you sharpen the focus. Next, youn can produce content that is appealing to each one of them according to their subgroups. There are 4 subgroups on audience segmentation.
Geographic segmentation group customers based on geographic boundaries. You can categorize them as broadly as continents or as narrowly as postal codes and neighborhoods. So, geographic segmentations include:
- country: Brazil, China, France, Germany
- region: North, South, Central
- population density: rural, suburban, urban, central business district (CBD)
- city: New York, Milan, Beijing, New Delhi.
- climatic area: tropical, subtropical, temperate, Mediterranean
An example of geographic segmentation can be a fashion company selling business attire in CBD. Or, a company sells radiators in sub-tropical zones during winter.
Even though this is the most common segmentation, demography can be statistical. To easily access to the information, you can find on government census like Census Bureau and Google Analytics. Here are some demographic variables you need to look at when you apply this type of audience segmentation.
- socio-economic status
- marital status
- family life-stage
If you want to classify B2B audiences, you need to include:
- company size
- job function
There are several examples of demographic segmentation. First, banks sell homeownership loans to a young married couple. And, the luxury car company offers their products to people with high-economic status.
This market segmentation studies the activities, interests, and opinions (AIOs) of customers. Even though psychographic segmentation is quite difficult to identify than the demographic segmentation, it allows you to recognize audiences tightly. Then, it is helpful to acknowledge the customer’s motivation in choosing a product or brand.
Psychographic segmentation covers:
- personality traits
- values and attitudes
- subconscious and conscious beliefs
- motivations and priorities
For instance, the food industry donates some profits to a social project. In this case, they focus on people who are interested in helping others.
The other three segmentations above highlight who the customers are, the behavioral segmentation puts interest in how the customers act. Behavioral segmentation requires you to understand:
- purchasing occasion
- spending habits
- buyer status and frequence
- loyalty status
- attitude to the service or product
The applied example is a publishing agency targets customers who have bought a book from particular authors to sign up for their webinars.
The AIDA model Audience Analysis
There is another way to do audience analysis. It uses the AIDA model or also known as the hierarchy of effects model. AIDA stands for awareness, interest, desire, and action. The aim of this approach is to identify consumers that go through several stages before the final purchase or action. So, you can pick what kind of content that matches which stages.
The stages are explained in detail below.
1. Arouse awareness
At this stage, your soon-to-be customers are experiencing a problem and looking for solutions. For example, they want to know where they can find an uplift desk. They type it on social media, marketplace, or Google.
While they are searching for their problem, they may find your account or website. Consequently, the customers are aware of your brand or product from advertising materials.
2. Maintain interest
If your content is attractive enough for them, they will learn more about you. At this phase, they go deeper to the more comprehensive video and product description. Using the same example, they start to see what materials of the uplift desk, features, and benefits of the product, or other types of uplift desk you offer.
Therefore, you need to provide instant access to help your audiences know you. Add a mission statement in your About page, explain briefly about what you do on the homepage, or a link directing them to a thorough explanation about the product.
3. Create desire
The prospects are now visualizing the future with your product. They have enjoyed consuming your content or thought about the product even deeper and longer.
But, your effort has not ended yet. Generate more excitement to push them to act. Make sure they subscribe to your newsletter so that you can notify them about the product. Insert a personal call-to-action to lead them to the next level.
4. Take action
Congratulations! They have decided to choose your brand. If yours is an online shop case, they have reached the shopping cart in this period. Thus, ensure you make the purchasing process easy.
The AIDA model connects to the buyer’s journey consisting of awareness, consideration, and decision stages. By executing this strategy on the audience analysis, you can provide them with the most suitable content for each stage. It is because the higher they step on the AIDA model, the more premium offer you should give. This lineup of offers is known as the value ladder.
Can you believe that this model was coined in the late 1800s?
It is impressive that this method is still applied in today’s marketing. Of course, there is some development of the AIDA model that turns into AIDA variants. Some models add an element after the action meaning that the customer repeats the purchase.
Bambang Sukma Wijaya designed modern buyer behavior adapted from the AIDA model. It is called AISDALSLove which stands for Attention, Interest, Search, Desire, Action, Like/Dislike, Share, Love/Hate. After you buy a product, you like or dislike it and share it in the review section or social media. This model says that there is a long-term feeling towards your brand whether it is hate or love.
How to get the data
Since you cannot just make the assumption in doing the analysis, you may wonder where and how you can get the data to study. Here are some data collection methods you can try to get to know your audience.
A survey is a great source to collect information without being too aggressive. The end goal for doing the survey is to discover the core problem that the markets desire to get a solution.
Before uploading a survey with a certain topic, you should perform research on yourself first. This will ensure that your question is worthy to answer. Then, make the survey easily understand, so avoid writing jargon or difficult terminologies. Otherwise, it can confuse your audience and they will refuse to fulfill the survey. To engage with the surveyees, use conversational language.
Your email and website is a great tool to place surveys, but you can also employ SurveyMonkey or Google Forms. Social media nowadays also have a similar feature for conducting a survey. You definitely are allowed to work with platforms like Facebook or Instagram because people often open them.
Do you want to be more personal? Go try to interview your audiences. Sometimes, a survey cannot hold the number of questions you want to ask. Or, you may think that people will have no time in answering the questions and prefer replying in the form of discussions.
You can hold an interview with the existing customers because they have known your brand. Also, they can give more relevant and credible answers about your product. Prepare questions that you need. Do not forget to review the types of market segmentation to attain an explanation from all angles.
To get more accurate results, do an interview or survey at least ten to twenty people. You cannot interview one person and call it public opinion, right?
You may feel that surveys and interviews can burden your audiences. Or, you may consider that conventional data collection is time-consuming and outdated. That is fine! You still can get the data from digital tools.
Discover insights about your audience in Alexa’s Site Overview Tool and Google Analytics. In Alexa, you can reach more of your audience by noticing the topics, keywords, and sites they most care about. You can also spot which sites are your competitors.
Do you struggle in applying market segmentation in your audience analysis? If you have a website, incorporate Google Analytics in your research. There, the maps of your audiences are served. See their locations, ages, genders, and even their interests! The data are shown in readable statistics in the form of graphics, pie charts, and tables.
If you only own social media, the social media insights are a substantial aid to audience analysis. Gain access from their demography to when they are online. Audience analysis is a lot of work, but it eventually pays off!