Defining Your Target Audience: The Key to Successful Video Marketing
It's time to figure out who your target audience is because, let's face it; you can't just create a video and hope it appeals to everyone (unless you're Taylor Swift, in which case, congrats). Your target audience is the group of people that you are trying to reach with your videos, and understanding their needs and motivations is essential for creating content that resonates with them.
TARGET AUDIENCE??
〰️
TARGET AUDIENCE?? 〰️
One way to define your target audience is to create a buyer persona. A buyer persona is like a dating profile for your ideal customer, except instead of swiping left or right, you're deciding whether to spend your marketing budget on them. It should include their demographics, behaviors, goals, and challenges.
For example, let's say you are creating a video marketing campaign for a gardening app. Your buyer persona might be a green-thumbed millennial who lives in a small apartment and is looking for a way to get their plant fix without taking up all their living space. This person might be interested in finding a gardening app that offers tips and tricks for indoor gardening and has a community of fellow plant lovers to share advice and photos with.
According to a recent survey, video is the most preferred method of content consumption, with 87% of consumers saying they prefer to watch a video about a product or service rather than read about it (HubSpot, 2020). That's a pretty impressive statistic, especially considering how much people love to read (said no one ever). This demonstrates the power of video marketing for reaching and engaging your target audience.
“87% of consumers saying they prefer to watch a video about a product or service rather than read about it.”
By creating a buyer persona, you can better understand the needs and motivations of your target audience and create content that speaks directly to them. It's like a roadmap for your marketing strategy, so you don't get lost in the weeds (pun intended).
In addition to creating a buyer persona, gathering data about your target audience is also essential. This can include conducting surveys or focus groups, analyzing customer data from your own business, or using tools like Google Analytics to understand the demographics and behaviors of your audience.
For example, using Google Analytics, you might discover that your target audience is primarily made up of females between the ages of 25 and 44 who are most likely to watch your videos on their smartphones during the weekends. This information can help you tailor your content and distribution strategy to reach your target audience better.
In summary, defining your target audience is an essential step in creating a successful video marketing campaign. By creating a buyer persona and gathering data about your audience, you can make content that speaks directly to their needs and motivations and reach them more effectively through the power of video. Just remember to regularly water your plants (or your marketing strategy) to keep them growing.
