Most companies make the mistake of trying to sell to far too many people, and consequently they communicate a bland and generic message that fails to cut through the noise. This is why understanding your audience is key.

Of course there are some businesses that truly do have the potential to sell to everyone, but the vast majority need to laser in on their perfect customer. We need to give them a name, job, personality type and daily routine. The clearer we can paint this picture of your ideal target, the more likely it is that we’ll be able to speak to them effectively.

For those businesses that have a range of different target segments, we then need to identify the common themes that tie these seemingly disparate groups together. McDonalds, for example, sell to teenagers, families and business people – three groups that on the surface have almost nothing in common. However, the reality is that impatient teenagers, frantic parents and busy business people, all value convenience. That’s their common ground.

Once we have mapped out these audience segments we then need to get a feel for what they think about you and your competitors. For this analysis we need a combination of qualitative and quantitative survey questions that are addressed to the following groups:

Your existing customers.

Your lapsed customers.

People who fall within your target audience but have never been a customer.

We need to get a sense of what they like about you and what they don’t like? Why do some of them prefer your competitors? Above all, what are the differences between how you wish your brand to be perceived (your brand identity) an how your audience actually perceives it today (your brand image). The bigger this gulf, the harder we will have to work together to bridge the gap.

Other important areas of research involved in our market analysis include:

YOUR BUSINESS

THE COMPETITION

THE BROADER MARKET CONDITIONS

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The first step is to perform in depth research into your business, target audience and competitors to develop a complete strategy for your brand and content, along with all paid and organic channels.

If required, we will then use our research to propose a complete brand identity, including your brand core, product features, organisational values and visual identity.

Before starting any content development, it’s essential that the technical foundations are in place, including domain health, site speed and mobile compatibility.

In order to differentiate the brand we need a number of big ideas to spearhead the content activity, driven by influencer engagement. There must also be a clear content framework that defines the subject and format of content within the monthly calendar.

once the content strategy is defined we need to be clear on the role and objective of each channel, including the search engines, email, blogging and social media sites.

Alongside the brand strategy there should be a targeted advertising campaign focused on lead generation within an agreed CPA (Cost Per Acquisition). Common channels for a CPA campaign include PPC, remarketing and social direct response.

We believe in rapid iteration and that requires regular analysis and reporting focused on a small number of key performance indicators, with the primary emphasis always on sales.