We sent out the offer letter for our marketer today, and we are ramping up our marketing efforts for Enrich Layer. Since I started writing daily, I have subscribed to a fair bit of transparency. And in the same vein, I decided I will "open source" our step by step playbook. Also because I am lazy and I have decided to qualify my day to day specification-writing work as a blog post.
Following up from yesterday's post on "Total addressable market", the very first task for our new marketer is to identify our target audience. Here is the task specification if you are interested:
Research target audience
This is a research task. And the very first task for marketing is in identifying who our audience is. Thereafter, whatever we do, we can personalize our efforts, be it content, tone, or engagement specifically for this niche.
Definition of the ideal target audience
Our ideal target audience is an industry for which we have the perfect solution that will solve a grave problem for them.
Examples of a perfect niche
- When Grab first launched, their biggest problem was getting enough drivers. So their initial target audience was drivers (and taxi drivers). They had people situated at car parks / coffee shops (for taxi uncles).
- When Gom VPN launched, I targeted men who obviously watch porn. Do you know where they can be found? Hardwarezone EDMW forums.
Identifying our target audience
To identify our target audience, we have to know who we have to sell to. To figure out who we are selling to, we have to understand what we are selling.