Company: Sway Advertising (Advertising Agency)
Target Audience: Prospective Clients (Businesses)
When dealing with a Business-to-Business environment it can be hard to pinpoint the specific people you are targeting. Our company practice is to use research to determine possible job titles are desired audience may have and write to them.
Demographics and psychographics are a way we can identify our company’s target audiences.
I like to structure these elements as audience personas when compiling my research. I find this to be a useful technique to remind me to use all demographic and psychographic information I can come up with. Creating a fictional persona based on real customer data allows you to picture whom your messaging is reaching and how to better address them. If you understand whom you are talking to, you can develop stories around things that they can connect to.
Below, I developed a sample fictional audience persona for an advertising agency targeting new businesses to partner with based on the target audience research I completed:
Toby Franklin is an avid golfer and a start-up owner of a golf club fitting app. He is well versed in his 32 years and is happily married to his wife Karen who is expecting their first child. Toby is educated with a general business degree. In his spare time, he enjoys biking, travelling and camping. With some disposable income, he is eager to grow his business out of Kitchener across Canada. Driving a Honda CRV, Toby is slowly adapting to life back in the office after two years of attempting to work remotely.
Until next time!
Courtney
Algonquin College Social Media Certificate Program 