Written by: Nimisha Raizada
In today's rapidly evolving business landscape, generic, one-size-fits-all marketing strategies are no longer sufficient to engage today's diverse audiences. As a marketer, it is my job to identify the optimal target audience to market to.
When it comes to user research, we aren't merely crunching survey numbers; we are delving into the intricacies of human experiences. We dive deep into user emotions, opinions, pain points, and sources of delight. This is precisely what I love about user research – the fact that we don't have to go looking for problems that need solutions; people reveal them to us willingly.
Once you've gained insights into the precise challenges people are actively seeking solutions for, you can strategically develop content that speaks directly to the needs, preferences, and aspirations of that distinct profile.
I recently read this narrative written by my colleague and researcher, Swasti Acharya, where she interviewed a food business entrepreneur who recounted the struggles of running their culinary enterprise while grappling with Zomato's steep commissions and discounts.
This article really got me thinking. The problem discussed in this article is not a single person’s problem. It is a significant challenge possibly faced by many food business owners, irrespective of their scale of business.
If I were a content marketer for a Zomato competitor, I would leverage this user story to create an ideal marketing persona and build my strategy around that. Here is how I would do it:
Step 1: Create a demographic profile of a food entrepreneur persona
- Age: 30-55 years old
- Gender: All genders
- Location: Urban and semi-urban areas in India, especially major cities like Mumbai, Delhi, Bangalore, and Kolkata
- Occupation: Restaurant owners, managers, and decision-makers
- Income: Varied, from middle-class to upper-class, depending on the type and scale of the restaurant
Step 2: Map out the lived experience of that profile
I can reasonably assume the following habits, challenges and intent about my user:
- Entrepreneurial Spirit: Constantly seeking ways to improve their businesses.
- Tech-Savvy: Comfortable with technology and actively using digital tools to manage their restaurants.
- Profit Maximization & Cost Management: Striving to increase their restaurant's profitability. Constantly looking for ways to manage operating costs and minimize commissions.
- Staying Competitive: Want to stay competitive in the evolving restaurant industry.
- Primary Intention: To run their business online without it burning a hole in their pocket.
Step 3: Use insights from above to come up with campaign ideas
Now that I have established the primary intent and key traits of my persona, here are 3 examples of possible topics that I could write about:
- Looking for alternative solutions to Zomato’s high commission? Here is a list of platforms that will get the job done.
- Comparative Analysis of Food Delivery Platforms: Pitting Zomato against Thrive and other contenders.
- Strategies for reducing operating costs in your restaurant
Step 4: Finalize marketing channels
I would promote my content on the following platforms:
- Blog: Where the articles will be posted.
- Social Media like Instagram, Facebook and LinkedIn: Given the age bracket and the tech-savviness of the persona, they are likely active on these platforms. Relevant hashtags and visually appealing content would capture their attention.
- Google AdWords: Restaurant owners and managers searching for industry trends, solutions, and tools are likely to use Google.
- Direct Email Marketing: Personalized email campaigns addressing their pain points and offering solutions.
Step 5: Use data from Step 1 to build my audience on respective channels
Here’s an example of what a created audience would look like on Facebook:
Step 6: Launch my campaign
All that’s left to do now is to press “post” ✨
I hope you find my process helpful for creating more meaningful campaigns that speak directly to the truth of your audience.
Cover photo by: Gamiria