Last Wednesday was the “Let’s Soar in 2024” Workshop! I had a great time working on updating all of my content for the workshop and wanted to share some things that seemed to resonate well with our participants.
I spent about 20 minutes or so talking about target audience/ market segment/ buyer persona and we walked through really thinking about who your buyers are and what their likes and dislikes are, even beyond your product category. This is so helpful for your marketing as you can get a better handle on the language and tone and marketing communications channels that will work for them.
I have two resources that I shared in the workshop and that I’ll share here as well to help give a sense of how larger organizations consider market segments as well. The first is called the VALS framework and it organizes the US population by their motivation and their resources. It defines eight different segments based on these two criteria. You can read more about it here. I recommend clicking through to see the details on the segments that seem like they’ll be a good match for your business offers.
The second is the Claritas ZIp Code Look Up tool. The free version of the tool offers a smaller glimpse into who is living in each US zip code. It has fun names for each segment like “Young Digerati” and “Money and Brains”! Take a look at some of the details available and use these ideas to flesh out your buyer persona(s)!