Promotion of any business consists in disseminating information about the company among people interested in this. Influence on the target audience should become the basis of the whole business promotion strategy. A successful business of the 21st century is aimed not at the community as a whole, but at a specific group of people. You must decide who is your target customer of the company. Never use cannon to kill a fly.
Target audience (TA) is a group of interested people who are affected by marketing communications. The TA includes both existing partners of the company and potential partners, whose involvement is important for expanding the network structure and gradually increasing sales of the company's product.
You should not disseminate information about the product or the possibility of cooperation among those who are not at all interested in this, because such an obsession can cause a person to have a negative impression about your business. For example, such aggressive tactics of selling products to everyone, at one time, affected the deterioration of the reputation of network marketing in society.
To form an initial idea of your audience, first of all, you need to determine its characteristics and draw up a detailed description - a portrait.
Target customer portrait
Speaking about the target audience, marketers distribute it by gender, age, education, source and income level. But there are a number of parameters by which to detail and refine the portrait. It is especially important to remember the psychological characteristics of CA: pain, problems, needs, values, hobbies, character, desires and lifestyle.
People who achieve success in the network business often have certain qualities:
- focus on creating your own business or self-employment;
- self-development and self-realization is important for them;
- they want to have high material wealth in order to achieve their “American dream”;
- are sociable and have an extensive circle of acquaintances;
- do not tolerate routine and work on schedule;
- hardworking and ready to do a lot to achieve the goal.
When working with target customers, you turn to those who need it anyway. Consequently, you will receive fewer failures and minimize stressful situations, save your own time and money.
Categories of TA in the network business
The target audience of any network company can be divided into many narrow audiences (for example, mothers on maternity leave, students, office workers, etc.), or can be reduced to several main segments:
1. Potential partners - people who have ever thought about how to build a personal business and have a neutral attitude to network marketing. Usually, they are looking for ways of self-realization, new ideas for business and are actively studying the topic of making money online.
When working with this segment of the audience, it is important to pay attention to detailed and phased learning. After all, raising a tough partner is easier than finding. In addition, their further relation to the sphere as a whole will depend on the coherence of the processes in your company.
2. Novice networkers - people who are already aware of the opportunities and prospects of MLM business, but do not have a clear algorithm for achieving the result. Often, they use ineffective methods of promotion or simply trample on the spot.
This category of people loves to be accompanied and supported by a leader who has a reputation and knows how to achieve results in a network business. Networkers who have not yet been implemented, it is important to educate how to attract active people in the business, to talk about ways to optimize and stimulate the work of personally invited.
3. Leaders of network structures - those who know the field in detail, believe in this business model. This category of people actively invests the accumulated capital in the development of their business on the basis of their chosen company.
The leaders of the network business are actively developing their personal brand and influence the opinion of the masses, and when entering into a partnership with the company, they bring their own structure, which they have formed over the years of hard work.
Errors in choosing and working with TA
Ignorance of my audience entails at least a significant increase in budgets for creating and promoting a product, and at the very least - a failure of the business.
The most common mistake is compiling too wide a target audience. Typically, the “sweeping” circle of TA, marketers are divided into several segments to cater to the needs of people from different groups.
Segmenting the audience and thinking out the details of interaction with each segment is a difficult part, but not all the work. It is necessary to test the generated hypotheses, select the optimal communication channels and track the conversion rates and involvement of partners.
The FlawlessMLM team recommends that customers review the portrait of a potential partner at least once a year or two. Modern affiliate business is developing dynamically and the relevance of the material you have collected will gradually decline. A review of the portrait of the target partner will help to more effectively interact with potential members of the structure and be a notch higher than competitors.
How to attract a target partner
Personalize your marketing strategy
The presentation of information should be individual for each segment of the audience, because only in this way will you make your proposal interesting.
The task of personalization is to convey certain words to the person to whom they are addressed, because an individual offer significantly increases the conversion rate when distributing products and finding partners.
For example, issues of concern to networkers with experience will not affect a person without experience in the network. Work out the benefits of collaboration and other methods of influence for specific CA groups. Meat should not be offered to a vegetarian.
Due to the adaptability of the content, a person is more likely to get what he wants and become a partner of the company. You can personalize email newsletters, ad units, sites, and landing pages. Also, you can personalize the content of the blog and pages on social networks, publish guest and advertising articles only on the resources where your audience spends time.
Since personalization is a whole complex of marketing and technical measures, it is closely related to targeting.
Target
Algorithms for displaying ads on the network can only attract people who are interested in your offer. For starters, it’s worth recalling the concept:
Targeting is a mechanism that allows you to run ads only for the audience you need, highlighting it according to certain criteria (for example, by age, place of residence, gender).
The principle of operation is universal: the parameters are set that you determine when writing the portrait of the target client, by which the audience is selected for displaying advertising.
Targeting makes it possible to get the maximum possible profit by rationally spending the advertising budget. Such advertising is configured in search engines, contextual advertising, banners and social networks.
Recruiting automation
When you want to reduce the burden on yourself, but not to abandon the process of business development, think about automating internal processes. Having studied the work of any leading company, you will find elements of automation. The effect is especially pronounced in network marketing companies, where the growth rate of a structure depends on the degree of automation. While one does all the work manually, the other starts the automation process and builds multi-thousandth structures 3-5 times faster.
You can read more about the business automation process in the article Automation MLM. How to manage to live and work
By automating recruiting, you can search for end consumers and potential partners, with minimal time and money.
Thinking about automating your business, ask any question you may have to FlawlessMLM managers. They will help you choose the best way to optimize business processes, which will maximize the potential of your company. By contacting our team for help, you will save both temporary and financial resources.
