You’ll know that the bullseye has the highest score if you have played darts before. It is at the centermost part of the board, has the smallest space, and requires a lot of focus and attention to the target. This is why the word “target” is often associated with the game.
In business, it’s essential to have your targets. You need first to identify what you want to achieve before planning the steps on how to get there. If you want to hit the bullseye and get a high score, aside from constant practice, you need to study how to get to that smallest space in the center of the board — the source of conversion — your audience.
What’s the First Step?
Assuming that your customers would come freely from all segments or demographics will not give you the conversion rate you want. This is an old game that nobody plays anymore.
Identifying who you are selling for is an essential step. One simple strategy is to “define niche audience.” This will give you a clear focus as to who your business serves to be able to craft a more feasible way to persuade them that your goods and services are what they need.
How to Define Your Audience Niche
Who are you targeting? You might know their basic queries and demographics, but have you known them on a deeper level? This phase sounds both easy and difficult at the same time.
Take a look at these four steps on how to define your target audience effectively.
Step 1: Check out the competition
Studying your competitor’s strategies can be a great way to create your own. Their niche market audience may not be identical to yours, but there might be a crossover. This can also save you from committing a mistake they might’ve made and try to correct it to your advantage.
Step 2: Examine their “pain points”
Your audiences’ pain points are simply the problems they encounter within your business space. Strategically, these are also the ones you need to target and solve by offering the products and services you have.
Step 3: Know their goals
Once you solve the problem that hinders them toward a goal, the next step is to identify what that goal is.
Where do they want to be? How can your product or service help them to get there?
But the challenge also starts here. How can you fire up their desire to achieve that goal? This will lead us to the next.
Step 4: Study how they want you to communicate with them
All customers have different means and ways to communicate. The question is, how can you reach out to them in such a way that they can easily consume the information you provide. It is also vital to know when and where to engage with a specific group of people.
Let’s start with the where because this will affect when we reach out to them. This is very similar to putting up a physical business.
If you’re trying to put up a convenient store, you need to survey the location first. You need to look at specific areas where people usually go to grab snacks and drinks, mostly every day. Going virtual, you need to take a look at the platforms where people would always search for the products and services you offer.
Going deeper, you also need to check how they prefer to get information. Do they prefer ads on the side, email subscriptions, forums, video websites, and other social media platforms?
Once you identify all these, think of when they always check these places. Is there a specific day or even time when your target audience would check out their emails, check forums, or log on to their social media accounts?
Once identified, you’re ready to go.
Is Audience Niche Important?
It is vital to know your audience niche. As you successfully resolve your audience’s pain points, your reputation and position in the industry can increase positively. This will help you establish credibility and improve your authority in the line of business you are at.
Furthermore, the more specific your target is, the less competition you will have. This will take you back to the concept of the bullseye, where it is challenging to target the very center of the board.
Once you get into the center, it will be hard for your competitors to get there because you’ve already positioned yourself there. This is why it is essential to go deeper with your audience to strategize better ways to meet their needs and make them opt for your products and services than your competitors.
4 Solid Reasons Why You Need an Audience Niche
Now that you know how important it is to find a niche, here are more reasons to convince you why you need to make this extra step.
It refines your content.
As you successfully identify the pain points of your niche audience, this will definitely, in turn, help you create more substantial and useful content to solve where they struggle and the things that challenge them.
Furthermore, you can organize, or even reorganize, your existing contents according to the timely needs of your niche audience, as these may change from time to time.
You can create different content based on your niche audience’s communication style as follows:
- Informative (gives a lot of information)
- Instructional (teach them how to do things)
- Transactional (talking to them casually)
It establishes your authority and expertise within the niche.
While it is very important to be known in your target niche market, you need to make sure you get popular in the right way. Many businesses offer the same products and services but think about why certain brands stand out. What do they do to obtain their position?
If you’re a wise customer, you’d always go for a store with a good standing. Identifying your niche audience can help you build authority and expertise in your target niche so others may see your brand as how they see it. The more specific you are, the more accurate your solutions will be; your brand will be stronger. The higher your trust rate, the more you can earn loyal customers.
Niche audiences convert more.
Going back to the concept of “targeting,” having the right people within the space means more readers or subscribers. If there are more possible clients checking out for your solutions (product or service) to their problems, then the rate of potential sales equally increases.
Remember, specific solutions will always attract specific customers. This will make product offerings easier as customers coming for you already know exactly what they need, rather than trying to go broader but with fewer sales.
Marketing is easier with a niche audience.
When you know whom to serve, it’s easier to set the table and feed. If you know your target audience, it’s easier to devise promotions, craft an advertisement, or send emails to them because you know what they want, and you know exactly how to address them. It will not only save you time to strategize, but it will also save you money because you know where to put your resources properly.
Sometimes, the “why” is more important than the “how” because it always gives you direction. Knowing why you need to know your audience deeper will help you understand how to help them.
In a nutshell, business is a give-and-take relationship between you and your audience. You need to acknowledge them in order to serve them better.