The label “consumer” characterizes complex humans based on one particular aspect of their personality: what they consume. A more critical question for marketers is: why do people consume what they do? Successful media strategies are built on a deeper understanding of people than their purchasing power. They’re built on a comprehensive portrait of audience segments that tells a story about why they behave in particular ways.
What is truly important to people? What matters most to them? What are their aspirations and motivations? Developing an audience persona is less about putting a label on your audience and more about getting to the heart of the matter. The five insights below optimize your marketing efforts by telling a story about your customers that ensure your marketing messages resonate.
Media plays a significant role in modern life, but how media is consumed varies widely. Some audience segments prefer to binge watch a few series through streaming services while other segments remain loyal to “wait and watch” cable TV shows. Some people do their reading on websites and blogs; others prefer glossy magazines and traditional newspapers. Knowing how your target markets use media is critical in developing a marketing strategy that achieves its goals.
Our behaviors are profoundly motivated by our attitudes. We make decisions based on how we think or feel about a subject. Fleshing out a customer avatar includes asking questions that uncover the opinions and beliefs of your target audience. This discovery process helps pinpoint factors that influence their behavior. Every day, companies must perform complicated calculations to determine whether a decision will offend or uplift their target markets, and one misstep can lead to catastrophic consequences.
When someone is interested in a topic, it occupies their minds. A customer interested in weight loss will spend significant amounts of time researching diet and exercise. A customer who’s just had her first child will be interested in learning all she can about being a good mother. Most people have multiple interests, some more defined than others. When you identify the interests that your ideal audience have in common, you can capitalize on their curiosity and captivate them with your marketing.
Lifestyle is the distinctive way that a particular group of people live. Your lifestyle is composed of and influenced by numerous factors, including your career, your income, your social status (or desire for social status), your habits, and even your address. Whether you’re purchasing clothing or a car, your decision is influenced by your lifestyle. Understanding the unique way of life that informs how a person behaves can also reveal why they may make particular choices.
Values are those deep-seated beliefs we hold about what counts as good and important. They’re the capital letter words like Freedom, Individuality, and Compassion. We tend to gravitate towards those who share our values, so it’s important for companies to define their values early and then remain consistent across their messaging. Customers who share your business’ values will flock to you and remain loyal so long as your business practices remain compatible with their idea of good behavior.
At Morgan & Co., we use cutting-edge technology and data-driven analytics to get to know your target markets in order to align your messaging to their motivations. This optimizes your marketing efforts to ensure a lucrative return on your investment. Contact us today to learn more about our processes.