How to find and reach your ideal buyer

Are you having difficulty getting people to engage with your videos? Do you sometimes feel like you’re calling out into the wild and no one is listening? One problem could be that you’re not angling your content toward your ideal buyer. Keeping things too general can limit your video’s effectiveness. Here are a few tips to better define whom you’re talking to and how to better communicate your message so that your target customers will want to react.

Narrow your net
One common marketing mistake is casting too wide of a net. Maybe your product is generally applicable to a variety of demographics, but your content should be tailored to each. For example, people of all ages like to eat at McDonald’s, but a kid getting an after-school snack and an adult looking for their caffeine fix on their way to work have very different interests. That’s why McDonald’s puts out different commercials for the latest happy meal toys and the newest addition to its McCafé menu.

When you’re trying to talk to everyone at once, you’re likely to cause confusion and confused people aren’t motivated to buy.

Develop an ideal buyer
The best way to identify and prioritize your ideal buyer(s) is to begin by creating a buyer’s persona(s). Consider the individuals you are trying to serve. Even if you are marketing to businesses, determine the specific roles or positions of the people who are the decision makers for purchasing your product or service.  

●      What industry or business are they working in?

●      What does their day to day look like?

●      What is their age range?

●      What are their pain points?

●      What are their business and/or personal goals?

If you’re not sure, you need to do some market research, which can be as simple as sending a survey to your current customers.

There are many tools for creating a buyer’s persona. For example, HubSpot offers an online workbook to guide you through the process.

Lead with empathy
Empathy can be incredibly powerful when it comes to creating content for video and other marketing efforts. Empathy gives you the ability to see things from your buyer’s perspective. As you learn about your ideal buyers through your research, you can use empathy to communicate how your product or service helps alleviate their pain points.

While developing and understanding your ideal buyer adds preliminary time and effort, gathering this information is critical for laying the groundwork for your messaging and creating effective videos and other marketing content.

Have more questions about determining your ideal buyer or creating the most engaging video content? Contact us today; we’d love to help!