5 Steps to Understanding Your Audience and Identifying Your Niche | Only Cookery. [justify][size=4][highlight=transparent]To effectively market and sell a product or service, you must connect with your target audience. By understanding your ideal customers, you can define your business' niche to develop a solid unique selling proposition [/highlight][/size][b][size=4][highlight=transparent](USP)[/highlight][/size][/b][size=4][highlight=transparent] that solidifies your position in the marketplace. [/highlight][/size] [/justify] [justify][size=4][highlight=transparent]Business niches and target audiences come hand to hand, as one can come first and the other influences the other. Both are essential to the success of your business. Once you understand your audience and find your niche, you can confidently plan an SEO, sales and marketing strategy that will make your business profitable.[/highlight][/size] [/justify][justify] [/justify][justify][b][size=4][highlight=transparent]5 steps to refine your niche[/highlight][/size][/b] [/justify] [ml][ul][li indent=0 align=justify][size=4][highlight=transparent]Market definition - Define the target audience.[/highlight][/size][/li][li indent=0 align=justify][size=4][highlight=transparent]Demographics - Use data from your own website.[/highlight][/size][/li][li indent=0 align=justify][size=4][highlight=transparent]Competition - Know who the competitors are.[/highlight][/size][/li][li indent=0 align=justify][size=4][highlight=transparent]Keywords - Research and define a set of keywords.[/highlight][/size][/li][li indent=0 align=justify][size=4][highlight=transparent]Ask your customers - Find out what they want and analyse it.[/highlight][/size][/li][/ul][/ml] [b][size=4][highlight=transparent]Start with relevant market research[/highlight][/size][/b] [justify][size=4][highlight=transparent]Consider your broader market and the segment of that market that your product or service appeals to. For example, if you make outdoor clothing for women, the broader market is women between the ages of 18 and 65 who like to be active outdoors. While that's a good starting point, it's not enough to develop a strategy or find the right messages to reach your ideal customers. [/highlight][/size] [/justify][justify] [/justify][justify][size=4][highlight=transparent]If you do not know your target audience, you will not know the best media to reach them with. You also can not personalise your messages and content to target them effectively. Selling to everyone is tantamount to selling to no one.[/highlight][/size] [/justify] [justify][size=4][highlight=transparent][img width=624]https://lh6.googleusercontent.com/3LLbV4p6Xw4FoCHPyIVvAxo671ALpsGTh0utsZdKGPOCm7198y2n2Rpa4eQiUuvghPq97jcpWH2TfnaItS5vQCZeY1fB4ew5h7fE2mAGgnYA4miXIFKV9FvFwp49WM9gNdSEiwcQ=s0[/img][/highlight][/size] [/justify][justify] [/justify][justify][size=4][highlight=transparent]Deal with your specific target audience in depth to gain key insights. You should find out how big the market is for your product, who your ideal target audience is, where they hang out, why they buy, what their household income is, and where there are opportunities to develop new niches.[/highlight][/size] [/justify] [justify][size=4][highlight=transparent]Statista and census data for the countries you operate in are a good starting point for your research. This will help you determine the size and location of your target audience. You can also use free resources like Google Trends and market research firms like the Pew Research Centre and Gallup to determine your target audience. These resources will help you complete your understanding of your target audience.[/highlight][/size] [/justify][justify] [/justify][justify][b][size=4][highlight=transparent]Use data from your own website[/highlight][/size][/b] [/justify] [justify][size=4][highlight=transparent]Your own website is a great source of information about your ideal audience and who you are already connecting with. Google Analytics allows you to gather basic information about each person who takes the time to visit your website. Age, gender, and even other websites that users come to your site from are available. [/highlight][/size] [/justify] [justify][size=4][highlight=transparent]These insights can and should inform your content strategy. They will also help you understand which pages of your website are providing the most value to your audience, and which gaps you need to fill in order to attract more visitors or specific segments of a larger audience.[/highlight][/size] [/justify] [justify][size=4][highlight=transparent]Start with some key terms that describe your offer. Enter those terms into a keyword research tool like Google's Keyword Planner and you'll get similar terms, related terms and topics, and the estimated monthly search volume for those terms and phrases.[/highlight][/size] [/justify] [justify][size=4][highlight=transparent][img width=624]https://lh6.googleusercontent.com/EDokwTDJd7wDvRid8auSiGI8tyFgMpP0QZNHSwaoq1Idc6Q0cL71i0pOQbgNwaJN70oQ3Lx7A0Gi1b49bS-4wGwDZiDvY0A1UEVqQ72ZA4tYrf1nhDAwBAS2SAsVMSVK085IBc8w=s0[/img][/highlight][/size] [/justify] [justify][size=4][highlight=transparent]Use these results to create a list of terms and phrases to target and cover in your content. This work adds another facet to understanding your audience and helps you align your content and strategy to deliver what your ideal audience is looking for. The content you create should fit every part of your customer's journey, from awareness to consideration to final purchase decision.[/highlight][/size] [/justify][justify] [/justify] [justify][b][size=4][highlight=transparent]Analyse your competition[/highlight][/size][/b] [/justify] [justify][size=4][highlight=transparent]Researching your competition is another valuable way to research your target audience and market. Evaluate the brands that are competing for the same or similar market segments as you. You can use a number of resources to find out which of your competitors' websites and keywords get a lot (or little) traffic, what techniques they use, what content they create, and what language they choose to use to target their audience.[/highlight][/size] [/justify] [justify][size=4][highlight=transparent]Other online resources are great for understanding and monitoring keywords, mentions about specific brands, gathering information about competitors, and listening to what's being said about your niche on social platforms.[/highlight][/size] [/justify] [justify][size=4][highlight=transparent][img width=624]https://lh3.googleusercontent.com/QjZU5vkQoxMdVbmy7NRS6SDdeNQIwPu14-bH-d-WvBDFUMF6cKOa7QXuqMqGwaHJoxlrkd0Ad4e-QRf4uqXaxRuCPcZfUAnYfApuX4cgjsYj6sMzba6xDdwy5MASvDcc2hGU7wY7=s0[/img][/highlight][/size] [/justify] [justify][size=4][highlight=transparent]By analysing your competition, you'll be able to figure out what seems to be working and what is not. You'll be able to find gaps in their content that you can fill, or even content that you can do better to attract customers. This will help you navigate your own strategy and create more content that engages and connects with your target audience.[/highlight][/size] [/justify] [justify][b][size=4][highlight=transparent]Find the right keywords and phrases[/highlight][/size][/b] [/justify][justify] [/justify][justify][size=4][highlight=transparent]Keyword research is essential to connecting with your target audience and being found by customers looking for a product or service that solves their problem. You need to understand the language your target audience uses to find the products or services you offer. [/highlight][/size] [/justify] [justify][size=4][highlight=transparent]It's no use creating content for waterproof ponchos and hats if your target audience is searching for "outdoor jackets and hats." If you understand the terms and topics your target audience uses, you can create what they are looking for and be easily found by the customers who are most interested in what you have to offer.[/highlight][/size] [/justify][justify] [/justify][justify][size=4][highlight=transparent][img width=624]https://lh3.googleusercontent.com/BR9XE4A_uLA-JAQiigpEKpmEnz2tvMwcaxbKJQWCrod5mACeuFC1WQSH8E75RtmkTVAOP7sJi3b8pWdyFNkMyMAgov7IefjV309KcKbWVXCCVgBLjAex7c66vlZGGqqYTCLjFJ4u=s0[/img][/highlight][/size] [/justify] [justify][size=4][highlight=transparent]Start with some keywords that describe your offer. Enter those words into a keyword research tool like Google's Keyword Planner and you'll get similar terms, related terms and topics, and the estimated monthly search volume for those words and terms.[/highlight][/size] [/justify] [justify][size=4][highlight=transparent]Use these results to create a list of terms and phrases to target and cover in your content. This work adds another facet to understanding your audience and helps you align your content and strategy to deliver what your ideal audience is looking for. The content you create should fit every part of your customer's journey, from awareness to consideration to final purchase decision.[/highlight][/size] [/justify] [justify][b][size=4][highlight=transparent]Ask your customers[/highlight][/size][/b] [/justify] [justify][size=4][highlight=transparent]One of the best sources of information about your target audience's wants, needs, and desires is your customers. A simple survey or interview can provide valuable insights that can help you expand your reach to new niches or make connections in more meaningful ways that lead to longer customer relationships.[/highlight][/size] [/justify] [justify][size=4][highlight=transparent]Online questionnaires can help you gather basic demographic information and identify segments within a larger audience. Survey Monkey and Google's consumer surveys are two resources that are easy to use for this purpose. Triggered by an opt-in form or pop-up window, a website survey can collect general characteristics - age, gender, income level, education, employment, hobbies, etc. - as well as any other information helpful to your marketing strategy. Be specific with your surveys.[/highlight][/size] [/justify][justify] [/justify][justify][size=4][highlight=transparent][img width=624]https://lh3.googleusercontent.com/DR3twKAhvpNf8VPhp8NyeI19aAMIVPo9NX1acyvqH6TR3cWG1eUSq-XnWnUNiZqh-7StLnjXDYdGIVZKOTgFnZActTNO3oUd2hpsrRTkzvwFcaL6sd8dvlkbt015aElg8w6h0fl0=s0[/img][/highlight][/size] [/justify] [justify][size=4][highlight=transparent]Interviews with existing customers are another way to determine general customer characteristics and motivations. By asking them to talk about their experiences with your products and brand, you can gain a deep understanding of what makes your customers tick and why they chose your company for their purchase.[/highlight][/size] [/justify] [justify][size=4][highlight=transparent]You may need to offer your customers an incentive to participate in interviews or complete online surveys - a small discount on their next purchase or a downloadable gift are the most common gifts to gather this type of information.[/highlight][/size] [/justify] [justify][size=4][highlight=transparent]All the information you gather about your ideal audience through market research, competitor analysis, and directly asking your customers should be used to build and improve your SEO and marketing strategy. It will also help you create content that will attract the right people to your business, and identify and define your niche.[/highlight][/size] [/justify][justify] [/justify][justify][b][size=4][highlight=transparent]Define your niche[/highlight][/size][/b] [/justify] [justify][size=4][highlight=transparent]The better you understand your audience, the clearer your niche will be (and vice versa). What started as a broader market can now be narrowed down to a smaller, more interested audience segment. This deeper understanding of your audience not only allows you to speak to them in their language, but it also opens the door to learning more about their specific problems and how your product offering meets those needs, providing you with the opportunity to develop additional products or discover related niches that you can effectively target.[/highlight][/size] [/justify] [justify][size=4][highlight=transparent]Understanding your audience allows you to segment them and optimize your messaging. When you find your niche, you can leverage your messages and find new opportunities in your chosen market.[/highlight][/size] [/justify] [justify][size=4][highlight=transparent]The three keys to a profitable niche are:[/highlight][/size] [/justify] [ml][ol][li indent=0 align=justify][size=4][highlight=transparent]Easily identifiable customers[/highlight][/size][/li][li indent=0 align=justify][size=4][highlight=transparent]Easy to reach customers[/highlight][/size][/li][li indent=0 align=justify][size=4][highlight=transparent]Finding gaps that other companies are not serving.[/highlight][/size][/li][/ol][/ml][justify] [/justify][justify][size=4][highlight=transparent]You have already identified the first two elements - easily identifiable and easily reachable customers - in your audience research. The gaps in your market will become clear as you get to know your audience better.[/highlight][/size] [/justify] [justify][size=4][highlight=transparent][img width=624]https://lh3.googleusercontent.com/AAiHLxL9JkPTEBva1mPU7n8SgE2vIaiZJmBt7xb_EKDJOU3nbOp0VdbzvFikJuL4nU71EKfcmePxAAMIEgAOJF5rNQqrLzqpuxVS5k7DPyYLsLuQcC6KyEUej30UuO2o0N3fa9Jn=s0[/img][/highlight][/size] [/justify] [justify][size=4][highlight=transparent]To further develop and define your niche, consumer rating indices can provide valuable additional information. Understanding your ideal target audience will take a little time and patience. This will help you define your business's niche and develop an SEO, sales, and marketing strategy that attracts the right audience and leads them to become loyal customers. [/highlight][/size] [/justify] [justify][size=4][highlight=transparent]Engaging with your customers regularly will give you further insight, while researching competitors and keywords will help you stay ahead of trends, make meaningful connections with your ideal customers and identify new opportunities. A deep understanding of your audience will not only help you find your niche, but also help you expand it and identify new opportunities for growth.[/highlight][/size] [/justify] [size=4][highlight=transparent]Did you find this article helpful? If the answer is yes, please leave a comment and share with anyone who might find this information useful!  [/highlight][/size] [b][size=4][highlight=transparent]Only Cookery.[/highlight][/size][/b]