Defining the target audience for your virtual course can be a challenge. Doing it properly is essential, since by knowing the description or prototype of the people you are targeting, you will be able to prepare the content and resources of your course oriented to their interests and expectations.
The writing of the contents, the scripts of the videos, the use of images, the design of the activities, everything must be done thinking about the people to whom we direct the course.
Why is it necessary to identify the target audience for your courses?
The importance of identifying your target audience lies mainly in the fact that it will help make your course more competitive, consider that you cannot provide the necessary content if you do not know who you are presenting it to or for what purposes. Another important factor of properly defining the target audience for your courses is that you will be able to do better sales work by knowing who you are targeting.
Recognizing the target audience is not an easy task. Consider that in this identification process you must analyze data, do research to obtain reliable results and base yourself on your experience. In addition, once you have identified who you are targeting, you must also make an effort to attract them to your course.
What to do to identify and attract the target audience?
There are many actions you can take to identify your target audience, depending on the time you want to invest and the results you expect to obtain. Below I share 3 actions that I am sure will be of support during this process:
Guide of questions to define your target audience:
An important part is the development of the profile of the “ideal student” to understand their behavior and content consumption. Developing and answering a series of questions will help to be more clear about who you want to target before you start to execute any other action.
This is just a “basic guide” that you can base your list on:
What are the main characteristics of my products or services?
What type of public or audience do I want to attract?
What demographic features distinguish them and what are their main particularities?
How are the clients who are interested in my services or products?
What budget am I going to invest in my online communication?
What seasonality affects the demand for my products or services?
Do I have more than one type of Target or target audience?
What do they usually need or what problems afflict them?
Where and how do they access the Internet, do they have easy access?
Do they use social networks or read the online press?
2. Use of keywords:
In this action I refer specifically to the ideal use of keywords that attract your target audience. Being the Internet, the main channel, where virtual courses are published, achieving a position can increase your “online visibility”.
Starting from the previous action, you will have the basic approach of some characteristics of your target audience. From there, you can gauge how well they search for the content you offer in your courses.
You can use the Google Adwords keyword planner , a useful tool in this process that provides information related to our target group identification: age of users, gender, etc., and determine “who” is looking for “what”.
This option also indicates the search trend, the most popular words and can even indicate the “how” they are looking for specific information, such as: virtual courses. However, you must take into account that the service is paid.
3. Identification of problems and competitors:
It is necessary to know the competitors, so you can do market research, this allows you to identify the public that could consume that content, similar to yours, and evaluate the way in which the competition reaches them.
You can also raise the possible challenges, problems and frustrations that your target audience is facing. With this information, you will know what they are looking for and expect to find. This allows you to know how to help and the topics to be discussed that arouse their interest.
Other considerations to take into account
After identifying your target audience, I recommend you identify the Buyer’s Journey, or actions carried out by your potential client, before making a purchase. So that you can present the best content in each of these phases and get them to enroll in your course.
You need to know your target audience before, during and even after the course. This will allow you to make timely changes to improve the learning process.
Do you know any other strategies that are useful when identifying the target audience? You can share it in the comments!