How To Know Your Audience?

Last year, I developed a few buyer's personas to fully understand my audience. It took me a lot of time because I devoured everything I could on the subject and then applied it. I recorded that process in an easy to read word document that I, unfortunately, lost to a ransomware attack on PC. Duh.

However, as I did the audience research myself by following that process, I can remember the steps. Although the original document had links, screenshots, and more content.

My product: Fruit Infuser Water Bottle

Here's the process:

Demographics:

Places to look for:
Facebook, Google Analytics, Amazon, competitor's Facebook page and website, any online tools, Reddit, online groups, surveys, paying customers (if any), etc.

Note - I know about each of these tools and how to use them. Do let me know if you've any questions.

(For example: From Facebook audience, Google analytics, customer survey, review analyzer tool, etc)

Results:
Age: 25 - 38
Gender: Women 70%, Men 30%
Work: Sales, administrative services, management, production, healthcare and medical, food and restaurants, arts entertainment, sports and media.

Location: Newyork, LA, California, Chicago, - U.S.
Education: College graduates,
Income: Earning money, well enough!

Interests:
Outdoor adventure, leisure, lifestyle, camping, traveling, yoga, beach trips, weekend trips, jogging, biking, workout, gym.
Phone: Iphone, Ipad

Note: Based on what they are talking about/what they have liked, read, commented, and raved about. Also, tie it back to how these goals and interests can be addressed by your product.

Goals:
Stay healthy and fit. Get in Shape, eat a healthy diet, become successful.
Pages they like:
GH&M, Express, Adore Me, Old Navy, Levi (cloth brands), Carter's, The Honest Company, Fabletics, Dollar Shave Club, IKEA, Bookvip, Planet fitness, Southwest Airlines, Screaming Owl, The Honest Company

5.Challenges:

Need to stay hydrated, drink clean water while outdoor or at work. Drink healthy, natural flavored water without added sugar. Make healthy choices. Get vitamins and minerals into the body. Avoid sugary drinks.

Note: Struggles accompany the interests and goals they have - keeping in mind your own product so you can focus on specific challenges that these people can relate to.

How to overcome those challenges:
Create a daily drinking habit. Make drinking easy and seamless. Use water bottles to drink from with ease. Make more time for healthy choices. Maintain a healthy work-life balance.

Note: That's when they start to think about getting rid of the pain. Why? Because there's hope. Your product (which's talking about them being successful and healthy etc) can be a solution to their problem.

What we can do:
Provide high quality, premium water infuser, which is easy to use, handle, carry and use, also which is leakproof and easy to be sip through. 32oz or higher with a wide mouth and largest possible infuser. Easy to clean, shatterproof, scratchless, slim and smart.
Buying motivations:
Quality product, easy to handle product, not-that-cheap product, easy spout, clean, portable, easy storage, sip easy, high-quality plastic.
Buying concerns:
Cheap product, low quality plastic, clumsy pitcher, small infuser, leaking, unable to clean.
Basic Elevator pitch:
We provide high quality, shatterproof, premium plastic, BPA free bottle infusers that can hold your water in this easy to use, portable, and easy to drink from the bottle. Leak-proof. Or your money back. Plain water is just boring. Drink flavored water without getting added sugar.

Note: You'll notice that "what we can do" and "Basic Elevator pitch" are somewhat similar. The point is to talk about how you can help them. Then motivation, concerns, and basic elevator pitch are in the last for making your product as the only solution or stand out among the minds of your audience.

Conclusion:

We deeply researched our audience and learned about the kind of words they are using to express their pain points, goals, challenges, motivations, and concerns. Now when you start marketing and use a similar language as your audience and explain their pain points and concerns better than he can himself. My friend, you have already won.

Don't view audience research as an individual task that can't be related to what you do. It's an integral part of your website copy, business, marketing, and beyond. Use this in your web copy, marketing campaigns, and everywhere on social media.

Related books I recommend:

Brain Audit: Why Customers Buy (And Why They Don't)
Link: https://amzn.to/39CTY17
New Sales Simplified
This is Marketing
Free buyer's persona templates from HubSpot:
Questions to ask in an audience research survey:

Do you have any questions? Please let me know in the comment section below. :)