Most people have clear habits that they follow on a regular basis. They may have specific behaviors that they engage in regularly, including the content that they view on a regular basis and how they view it. Not only are those behaviors normal for individual customers, they often extend across your target demographic. Do you have a clear understanding of your target audience and their viewing habits? Developing a better awareness of your customer's viewing habits and behaviors can offer a number of advantages.
You'll Know Where to Find Your Target Audience
When you have a clear understanding of your target audience, you know what they're watching or reading. You'll understand the type of content they consume on a regular basis: the TV channels and shows they watch, the social media platforms they are on, and the websites they are viewing. You may learn more about what they're searching for online, including the specific search terms they use to look for information about your industry.
When you know where your customers are, you can position your ads to reach them. It does you little good to advertise on platforms or in places your target audience does not visit on a regular basis. On the other hand, when you know where to find your customers, you can create ads that are positioned for them, helping you increase the overall return on your advertising investment.
You Know Your Target Audience is Tuned In
Knowing your customer's viewing habits will help you understand when they are watching or online. Consider: do they work during the day? If so, they may not have time to tune in to their favorite shows and channels in the middle of the day, but might be more likely to turn on the TV and unwind at the end of the evening. If they do not work during the day, on the other hand, they may be more likely to turn on the TV during the day.
Likewise, a customer's online habits may be relatively consistent. Do they often log in during the morning commute to work? Do they frequently log into social media during the day? What about searches related to content about your business: are they more likely to conduct those during business hours, or on personal time? When you know when consumers are most likely to be online, you can schedule your ads to appear during those times.
Know What Content Grabs Your Target Audience's Attention
When you have an understanding of your audience's lifestyle and their pain points, you know what it takes to get their attention. As you get to know your target audience, you will have a better idea of their pain points. What problems are they facing? How can your business offer them a solution to those problems? You'll also develop a more solid understanding of the type of content that grabs their attention. Do they prefer visuals, audio, or video? A solid understanding of your target audience will help you create the right types of ads for the right situations.
As you better understand your customers' viewing habits, you will also get a better idea of what CTAs will convince your customers to take action. An effective call-to-action uses active language to tell customers what to do next: connect with your business on social media, make a purchase, or sign up for a mailing list, for example. As you get to know your audience and understand their viewing habits, however, you will develop a better understanding of the type of call-to-action that drives a response. An average 73% of Americans use a second device while watching TV, which means they can take immediate action after viewing a television ad--but you need a CTA that will drive that response. The better you understand your customers, the more you will learn about how to create that connection and the sense of urgency that will encourage immediate action.
Your target audience is as unique as your business. The better you know your target audience, the better you can create content that appeals to and reaches them. You need to understand when they watch TV, when they are most likely to browse online, what social media platforms they use, and how they prefer to consume that media. Working with a media partner can provide you with more information about your target audience, including their viewing habits and the types of CTAs that are most likely to drive your preferred response. Conducting research can also help you better get to know your target audience and their specific needs.