For your blog to be effective at achieving your goal of increasing inquiries and building your brand, you need to know as much as possible about your target market.
Who are you selling your services to?
Many of my new clients have only begun to explore who their target audience is. It can take some time to become familiar with the people you want to work with, like getting comfortable with a new friend. “Pregnant people” and “new families” is much too vague for most businesses. You should have a clear understanding of your target market.
What do you know about your target audience?
I recommend creating a persona for your target audience.
Let’s say you’re an International Board Certified Lactation Consultant (IBCLC). You provide breastfeeding information, education, and support to local parents that would like to breastfeed.
Obviously, your target audience is pregnant and new parents in your area. Now go smaller? Consider what demographic in your area would be interested in what you offer. Who can afford your services? What type of person do you want to help?
What is your target market’s pain?
You must know what problem or problems your client has that you can resolve for them, and why they have that problem.
You client’s pain may be that they feel unprepared to breastfeed because they have never seen anyone breastfeed. Maybe their pain is a fear that they won’t be able to breastfeed because they didn’t have success with their older child. For parents that have already given birth, the pain could be actual pain because of a physical or medical problem that is interfering with breastfeeding.
Where is your audience?
This is a multi-part question. You need to know where your audience is online and in person. Not only does this help you to write content that they can relate to, you will also be better able to geotag your content when you share it on social media. Knowing where they are gives you insight into what they’re interested in.
What social media platforms do they prefer? Instagram, Facebook, Twitter, Pinterest?
Where do they live? What community or area do they live in?
Where do they go? What restaurants do they eat at? Where do they go for entertainment?
What are your target audience’s interests? Lifestyle, parenting, entertainment, etc.
You should know what your target audience is interested in. This will help you create content that engages then and builds a relationship with them. Combined with “Where is your audience?” you should know where they like to go for fun, what they like learning about, do they have food preferences? What causes are they passionate about? What parenting style do they subscribe to? Are they scheduled parents, attachment parents, or a combination? Will they cloth diaper? Babywear? Have the trendiest stroller?
Putting It All Together
I like to create a thought web to work out my target audience. I choose a name for the fictional character I am creating to represent my target audience. I put their name in the center of a page and then surround the name with things like:
- Possible job title/career
- How many children?
- Age range
- Neighborhoods (or Country, City, type of community, etc.) they live in
- Brands they love
- Restaurants they frequent
- Entertainment they enjoy (movies, skiing, dining out, festivals, etc)
You can get as specific as you’d like! There’s usually a happy medium between a specific niche market and narrowing yourself out of that market.
The more you know about your target audience, the easier it will be to create content that they want to read. You’ll build brand recognition and a relationship with your readers when you consistently publish blog posts that they find relatable or informative.
Lacey Park Online’s DIY Blog Coaching can help you narrow down your target market and create a profile you can resource when writing content for your birth business blog.