Understanding your clients is crucial to successful marketing. If you understand who they are, it will be easier to define what they want and need from your business. So before you even start on your marketing plan, continue reading to find out how to define your target audience so you can develop your brand voice and choose the right marketing channels.
Define your target audience
You can’t be everything to everyone and trying to do so will result in casting your net too wide and not getting the return on investment that you hoped for. Instead, select a specific group of clients to focus on and create your marketing campaigns with them in mind.
To define your clients, you need to understand them, and this means looking further than just their age and gender. You need to think about their interests, hobbies, lifestyle and values as it’s these aspects that impact their buying behaviour. Once you’ve defined your audience it will be easier to see what your business can do to cater to their needs.
To learn more about your clients, have honest conversations with them or ask them to fill in a survey. Use your salon software to run reports that can provide you with detailed information about your current clients and their buying habits.
Create client personas
A client persona is a semi-fictional representation of your ideal clients. The idea is that you create two to four of these personas, which together will represent the majority of your client base. For example, “Female, 35-55, medium to high income, prioritises looking tidy. Tends to be a business woman who is time poor and wants a low maintenance look”.
The benefit of having client personas is that when planning your marketing activities, you can ensure that the messaging and channels selected are in line with the clients you’re trying to attract. This leads to much more successful marketing activities that produce positive results for your business.
Perfect your brand voice
Once you truly understand your clients, it will become clear whether or not the way you communicate with and talk to your clients resonates with them. This is referred to as your brand voice and it plays a big role in developing client relationships and attracting new clients to your business. Keep your brand voice consistent across all communication channels. It helps build your brand and makes it feel more familiar and recognisable to your current and potential clients.
Take a look at all of your communications – your website, social media, text messages, emails and printed collateral. Determine whether or not you feel they use your brand voice, and consistently portray who you are. You may find everything is on point, but if not, take the time to update everything to be consistent.
Choose the right channels
Identifying the right channels for your target audience will mean you’re more likely to reach the clients you’re trying to communicate with and not waste your time on a channel that none of your clients will see. That’s why it’s so important to look at your client personas and determine which channels they’re using. For example, your 18-35’s may all be on Instagram, while your 65+ clients prefer to receive a text or email. When there are so many options for consumers to choose from, you need a well thought out strategy to break through the noise and attract the customers you want.
It’s important to do your research, check out sites like sproutsocial for helpful information on which demographics use which channels. If you’re conducting your own client survey, include questions about how they prefer to be contacted or receive communications from your business.
It can be difficult to find the time to effectively market your business. However, by truly understanding your clients, having the right brand voice and selecting the best channels, you can ensure the time you are spending is going to create effective marketing campaigns.
The first step to creating effective marketing campaigns is to have a strategic marketing plan. Check out our blog for advice on how to create one!