Aligning your business with your target audience

• Contents

Identify the target audience

    It is more effective to work with a segmented audience, which is the one who is really interested in your product and identifies with your company, than trying to reach “everyone”. Thus, your company can talk to customers in a more personalized way, creating trust and a true relationship with those who like and may need your product or service. Having a defined and segmented audience guarantees more efficient marketing campaigns, better communication, a better definition of the brand's positioning and already characterizes a differentiation of your company when compared to the competition.
    To define your target audience, you need to gather as much information as possible. It is possible to analyze consumer behavior based on market research, discovering how your competitors act, the needs of your buyers and whether they are being met, trends in your market niche and how your company can adapt to them. At this stage it is essential to know everything about your product or service, that is, you need to know the effect your product causes and if it generates positive results for the customer. Based on their knowledge regarding the competition and their business, it is possible to separate consumers into different groups according to their needs and characteristics, defining a segment. Thus, the opportunities of each segment are identified, it is understood which one will be the best target audience and which strategies to use to reach it.
    When it comes to the B2B market, it is also possible to segment the companies to which you sell your products or services. For this, it is necessary to survey information on the target company, such as the company's area of ​​operation, company size, annual revenue, number of employees, location, and time that company has been in the market. Doubts where to export and promote your products? B2Brazil has a team prepared to carry out a detailed analysis for your company, identifying your main markets through a digital strategy.

Dialogue, Content and Outreach
    After defining your target audience, it is important to create dialogue channels, as different audiences use different communication channels, and it is extremely important that you know where and how to connect with them.
    When creating targeted content, it is important to emphasize that your company exists to meet a customer's need. Remember that your objective in reaching your target audience is to make the consumers that make up this group see your company as an authority in the field, a reliable and quality supplier within the sector.
    It is necessary to note that the customer goes through several stages until finalizing the purchase. Therefore, it is essential to identify and understand which stage each customer is at in order to produce the right content for each of them. Content for the customer that is in the discovery phase should spark the customer's interest in an issue to be addressed. In the recognition phase of the problem, a content that indicates possible solutions is needed, even if in a generic way. In the consideration phase, the content must clarify the experience your company has in solving the specific problem. And, finally, when the customer reaches the purchase decision phase, the content must demonstrate the experience announced in the previous phase.
    It is necessary to keep your target audience up to date. Even if there is no sudden change, this audience is never completely stable. Constant contact and the application of regular research helps to maintain the relevance of your business.

Digital world
    To keep up with the changes in the international market, it is also necessary to align your company with the digital world. Innovation must be a priority for all companies, especially in times of crisis, as it demonstrates preparation and understanding of the needs and demands of customers.
    B2Brazil is a marketplace that fosters international business, connecting more than 180 thousand companies, and offering solutions to reach new markets and obtain international partnerships. To register, promote your products and start receiving business opportunities click here!
    It is noteworthy that with the unlimited offer of information available online, the consumer becomes increasingly demanding: he can find everything from the technical file to photos and reviews of the product that interests him. Furthermore, online commerce makes it possible for the consumer to discover different companies that sell similar products.
    Thus, the modern consumer has relevant characteristics such as: he is informed, he searches for experiences that satisfy his demand, he can change his shopping habit quickly, he has the possibility to make his purchase at any time of the day and he is a consumer who sees the value of company.
    Therefore, companies need to understand that technology and the digital world can generate great opportunities. Companies need to rethink their processes to take advantage of all the benefits made possible by technology.