Chapter 2

Researching and Understanding Your Target Audience

In This Chapter

arrow Defining your target audience

arrow Understanding your target audience

arrow Using personas to devise marketing methods and campaigns

arrow Researching your ideal customers on Facebook

Smart marketers, regardless of their medium, know that defining target audiences helps save time, money, and other resources. Small-business owners know that paying for a full-page ad in a national magazine or buying a 30-minute regional television spot isn’t a cost-effective way to reach specific audiences. The smart marketer knows who has bought from him in the past. He knows his customer’s age, where she lives, what her lifestyle is, and more; by knowing these things, he can target similar people through whatever marketing medium he chooses.

In this chapter, I talk about how to define your target audience, how this understanding relates to Facebook, and how to exploit strong and weak ties within that target audience.

Defining Your Target Audience

Your target audience is the specific group of consumers to which your business has decided ...

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