Marketers are juggling more projects and deadlines than ever. There's never been more pressure to create and maintain a brand that "sticks" with increasingly distracted audiences.
With so many different channels and metrics to consider, it can be easy to forget about the basics of marketing.
For marketers to keep their eye on the prize—their audience—marketers should always be asking themselves these five questions.
1. What are our target audiences' personas?
This is Marketing 101, but you'd be surprised how easy forgetting about this fundamental question is. Approaching every project thinking first and foremost about your audience should be second nature for you.
If you're just getting started, establishing audience personas will take some due diligence and a fair amount of market research. But it's well worth the effort if your campaigns are to have the most impact.
There are plenty of great resources for building audience personas. One important thing to remember, though, is that your audience can't—and shouldn't—be boiled down into just one or two average representations. Because your aim is to tailor your message to specific audiences, you need to dig deeper for a more granular view of those who will potentially interact with your product or service.
For example, if you are marketing project management software, you're obviously speaking to project managers. But there's a huge difference between a technical project manager, for instance, and a creative one.