If you’ve ever launched something with no results, you know how frustrating it can be.
You know your stuff is good. I have no doubt that you have amazing things to offer this world. That’s what I love about the wellness industry. You’re out here changing lives and there’s nothing better to do to make a living than that!
When you’re out there trying to share your gift and no one responds, it can feel so discouraging, but trust me when I say, it’s part of the process! And most people don’t get it all right on the first try. Or the second. And sometimes not on the 10th either, but your persistence will pay off here.
The first thing I want you to start with is your target audience. From my quiz results, I’ve seen that many of you say you’ve “kind of” nailed down your target audience. It’s time to go all in and get this crucial step done before you move forward with anything else.
In this episode, I break down the steps to defining your target audience and learning what they need. I will show you exactly what you need to do and give you ideas on how to do it!
Don’t hesitate on this one! Finding your target audience could take some time to evolve, so get started right away!
Create a 6-month content plan with me!
00:00 Hey guys, it’s Christina. And today we’re going to talk about defining your target audience. There was a time where I heard define your target audience so much that I completely ignored it and I didn’t really know that I was ignoring them because I really felt like I had an idea of what my audience was. And I always just wrote down something really vague and I made personas. But the real shift happened when I went above and beyond to meet my audience and actually have conversations with them. And if you haven’t gone through this process and you’re getting crazy results, then you’re really lucky. But I think that this is one of the absolute best ways to get to know your audience and find out what they truly want. And it makes it so much easier because when you know exactly what they want and what they need, you just simply deliver that.
00:53 And so everything just becomes so much more simple after that. And even as far as your, like your Facebook ads the cost per lead is lower, just everything converts better, your click through rates are higher, everything is better. And so this is really, really important and often the first place that I go to whenever something is not working. And so you have to figure out who your target audience is that’s much deeper than vague demographics, like men between the ages of this and that. So I also want to point out that the create consistent content workshop is still open and it’s going to be open until November 1st and the workshop is on November 4th. And what we’re going to be going over is I’m going to walk you through creating a content plan that fully fits your lifestyle and you’re able to keep up with it and stay consistent with it.
If you want high conversion rates, you can’t skip this
01:55 You want to create content that of course has really high conversion rates and converts your audience into leads and clients or whatever you’re going for and creates a relationship with your audience. And so that’s what we’re going to go over in the workshop. So that’s November 4th, and you can go to your wellness marketer.com/workshop I’ll put a link in the show notes for you guys. And so yeah, let’s get started on talking about your target audience. Okay. So the first place that you want to start is using and collecting data. So some places that you can go to get data is Facebook insights or Google analytics. So those are two really good places to start. If you do run Facebook ads, you can look at those analytics as well. It’ll give you some pretty basic demographics. And I know I said that I want us to go deeper and we will, but just as a starting point, you at least want to know just the basics of who you’re targeting and who’s responding to your content really well.
Gathering data for your target audience
03:04 And if you don’t run Facebook ads, one thing that you could do is have a Facebook ad that just a traffic ad that is going to a blog post or something on a specific topic and just seeing what kind of people respond to it. And so you can start there. But I really like collecting data from your current audience, even if your current audience is very small. So, even if you only have a few hundred people on Instagram or Facebook, you can still get so much information from people. So one thing that you can do is set up a survey which I recommend and you can do a giveaway campaign to encourage people to fill out the survey. I did this and it worked out really, really well. Whenever I did it, I gave out a free strategy session. And so what I did was all of the people who filled out the survey, they were entered to when I did a random like number picker online and I chose the person on that line and have the Excel sheet of all of the submissions and I just gave them a free marketing strategy for their business.
04:21 And it was really well, it worked out really well because I got a lot of great insight and I also, you know, you of course it gets you choose what questions you ask. And so I got a lot of great information that way and I only put that survey, I talked about it on my Facebook and Instagram and I also posted it I sent out an email to my email list and so I didn’t do any paid ads or anything like that. I only sent it out to people who were already following me and I’m already in my audience. And so that’s one thing that you can do. Another great thing that is, it’s a little more advanced, but if you’re willing to put in the work if you’re a little tech savvy, is you could create a quiz as a lead magnet.
05:13 And I did this as well and I love it. I definitely want to do another quiz. I have a quiz right now and it’s to find out like what your marketing strategy is missing. It’s on my home. I’ll put a link in the show notes and I’ve gotten a lot of great data as far as where my audience is, so I was able to see where to meet my audience, if that makes sense. So if you are putting a lot of information out that’s really advanced and then you find out that your audience is very beginner and you’re talking way over their head, you’re not going to create that connection. So your content is going to be very unfocused and it’s not going to be attracting the people that you want to attract. Because even I feel like my content is whenever I get to basics, I’m like, Oh, of course they know that.
06:04 But it’s not actually true. It’s just in my world it seems basic, but it’s not actually, you know, it’s still very necessary to share into use it to help people because a lot of people need it. So, doing the survey is really, really great. Quiz is super awesome and it’s a lot of work. The quiz surveys really easy, but the quiz is a lot of work because you have to create these outcomes based on the answers and all of that. And then you have to set it up and tag and all of that. But if you’re tech savvy and you’re willing to put in the hours for it, it’s really, I highly recommend it. Causes have really high conversion rates as well. And the quiz company that I use is called interact and you do have to pay extra money to get this specific analytics, but it is worth it.
Go deeper to find your target audience’s needs
06:58 so that’s the first thing you do is just collect data and you can do it that way. The second thing is to go deeper. So the survey and the quiz and all of your insights and your analytics, those are all going to give you really basic information. and you, you might get some really good stuff from your survey, but now I want you to be on the other side of the conversation and be able to steer it as the person who is answering. What I mean by that is that whenever you are doing a survey, you can’t adjust any of the questions based on what the person’s answer is. You can’t ask any followup questions because they’re just filling out a survey. So you want to have actual phone calls with your audience or at least chat with them. But I think phone calls are really, really helpful.
07:49 When I first came across this concept, I was like, who on earth is going to just willingly give me their time and just hop on a phone call with me when they don’t even know me that well just to help me out. And I was blown away by the fact that people are willing to do this and it’s, people really like to share their story and their opinions. So it’s actually not that difficult. So what you want to do is you want to offer these calls. You can send out an email to your email list, you can talk about it on social media. That’s all I did. And I did people that I’ve talked to on Instagram before, I did have some conversations with them and I went ahead and reached out to them again and said and just asked if they were willing to get on a call with me.
08:37 Because I was working on this project and I want to just get some more insight from people like them. And the things that I learned was so insightful and I completely shifted my content that I was pushing out and it’s been so much more effective and so much more helpful to so many more people. And so I really, really recommend doing this. It does take more time. So one thing that you want to do is you want to map out what you think the best questions are to ask them. The biggest things, the key things that you want to ask them on these phone calls is what their biggest struggles are and why they think that they struggle with that and what content they think would help them the most. Because sometimes as the experts, we know what they need, but they don’t actually know that they need that.
Finding their biggest struggles
09:34 So if we put what we know they need out there, they might not respond to it because they don’t know that that’s what they need. So you want to know like where they’re coming from and what angle they’re looking at, their struggles from. And so biggest struggles, why they think that they struggle with that, what content they think would help them the most and and get, get to know where they are as far as how advanced their knowledge is on your subject. So are they beginner? Are they really advanced? because it could be either one. Yeah, you could be putting out stuff that’s just way too like every, all of your target audience that the people that respond to your stuff are the people that you are trying to reach. They already know a lot of that and your content might seem very surface level and they want more deeper information.
10:28 These are things that you must know and I recommend using zoom. Whenever you do these calls, you can just do audio only, but just do a zoom call. That way you can record it because you don’t want it to be just frantically writing notes through the entire call. You want to be able to really be listening that way. You can ask really good followup questions and those key things, those are not like four questions that you need to ask them. Those are just the key things that you want to make sure that you walk away with that information. But you want about, I think for mine, depending on the conversation, the more fitting the person was, the more questions. Of course I asked due to follow up questions, but I think anywhere between maybe 15 to 20 questions if there weren’t many followup questions, maybe 10, but you want something in that area, so maybe 10 to 20 questions depending on how the conversation goes.
Using Facebook or Instagram Lives
11:27 So the calls are fantastic. another thing that you can do is Facebook live or Instagram live Q and. A’s people love these. I don’t do them very much, but I have my clients do them and so much good comes out of them. I definitely need to do one soon. but the goal here is to find out what the biggest need is. And so whenever you do a live Q and, a, you can, especially if you do them often, you can really find out what those common questions are. And if you do a lot of other Q and a in some other form, then that’s really great to live. Just get a lot more engagement. So if you can get a lot of questions, some other form or way or you already do, then really pay attention to those because that is them telling you exactly what they need.
12:17 And what you should be doing is creating content for all of those common questions. And so those the lives, like I said, it’s just finding the biggest need and what they’re struggling with the most. So once you have all of this information and you have done your calls, you’ve done a survey and you’ve done some Q and A’s in some form, you’ve had conversations with your audience, you should have a pretty good idea of who they are and what they need or at least what they think they need and where they are as far as how advanced they are on the knowledge that you have. So from here you want to build a persona, you have enough information where you can build a persona and I do have a free download, I’ll put it in the show notes where it will walk you through and you just fill it out and you’re basically creating an avatar.
Creating an avatar that’s actually valid
13:14 you’ve probably, you’ve might’ve done this before, but now you’re going to have a much more complete picture of it. And do you also want to create a bank of notes to find consistencies? So if there is a phrase that you kept hearing over and over or there was just a problem or just anything that was you just consistently heard over and over, you definitely want to record that and make note that that is a common thing and your marketing strategy should be surrounding those consistencies because that is the true need of your audience. And it’s very likely that those consistencies are going to continue out as long as you are talking to the right people. So the action steps from here, let’s go over what we just talked about. The first thing you want to do is to use and collect your data.
14:11 And that’s with the Facebook insights, the Google analytics and conducting a survey and a quiz if you’re willing to do that extra step. And the second thing is to have conversations with your audience. So that’s, I’m doing the calls, I recommend zoom and also doing Facebook live Q and A’s or Instagram live Q and A’s. So your steps are to look over your data, build this survey and promote it. you can do a giveaway to encourage them to do it in your giveaway. Doesn’t have to be an item. but it can be, so it can be a book. I recommend doing a very focused giveaway. If you do go that route, some people will just do an Amazon gift card or something that’s very broad and if you go broad, you’re going to get more responses, which is great. But what the goal here is is to get data from very specific people.
15:09 So you want to make sure that your giveaway is very aligned with the people that you want to target and who your audience is. So if your goal is to sell your membership site or your services or some project that you’re working on or a book, you want to make sure the same person that would take your giveaway would also buy your book or work with you or whatever your goal is. It has to be super aligned. Otherwise, the information that you get from your survey, you can just toss it because it doesn’t really matter if they are, if someone who isn’t your actual like ideal client, what they think isn’t going to help you. So send out your, you have your survey and you, you can do the giveaway, sit down email or a social media post inviting people on a Q and a call.
16:02 You can offer to answer their questions or you can just simply tell them you’re working on something and you would love to hear some insight from them. And then the last thing you do is to create your persona, which with a much more well rounded picture of who they are and what they need. It’s so powerful. So I hope you found this helpful. we do go over this a bit in the content, create co create consistent content workshop that the content workshop that I have coming up, we talk about this a lot of course because you cannot create a content plan if you don’t have a really good idea of who your target audience is. So I, I train on this a lot in there. And if you haven’t registered for the workshop, make sure you do because there’s only a few days left. It closes on Friday. because I think, yeah, this episode will be out yet, just a few days before Friday. So it’s about to close. I’ll put a link in the show notes and I hope you guys have an amazing day.