Hello! This is Valeria Makarova, the author of “Let’s Do It”. We continue to answer questions that concern you.
We were asked:
“How do you write for a narrow niche – the premium segment, male entrepreneurs 45+ – when you are a woman of 30 and have no similar people around you? How do you research and study an audience that you don’t have access to?”
We answer!
Your environment is often irrelevant to marketing analysis.
1. Firstly, you are unlikely to have such whatsapp data a huge circle of acquaintances that it can be used for any statistically reliable research. Asking 1-2 acquaintances is not enough to make a normal conclusion.
2. Secondly, when interviewing acquaintances or listening to your own opinion, you may be biased, and personal dislike or sympathy for a person may intervene.
So it is always better to do research based on independent surveys. There are several ways to do this.
The first thing that comes to mind is Yandex.Vzglyad . In such a service, you can set the necessary audience parameters, select the questions you want to ask, and get as many questionnaires as you want. The service is paid: from 1,000 rubles, depending on the number of questionnaires that need to be collected.
You can order an audience survey from Beeline .
Another similar service is Anketolog .
There are probably other alternative services out there – look around if these are few or not suitable.
Conduct your own survey
If you have many friends and followers on social networks, you can look for answers there. Create a Google form and publish it on the same Facebook or VKontakte.
If you write an engaging announcement and promise to reveal the results, you can sow the survey in different specialized communities – significantly increasing the reach.
Ask the client to send out a survey to their databases – social networks and email subscribers.
Analyze your competitors
Are you writing for an infobusiness that sells courses to these same male entrepreneurs? See how your competitors do it. Google the big players and find out what they write about, what communication style they choose, what topics they get the most comments on. If you know that they are doing really well, get inspired, quote and take topics and ideas for texts for yourself. Just make sure that it does not become outright plagiarism.
Join entrepreneur communities
Entrepreneurs have their own hangouts, communities, and api integration guide social media accounts. Find them to spy on the discussions. Here’s an example:
Closed community WEBSARAFAN on Facebook
Chat of entrepreneurs in Telegram at “Neskuchnye Finansy”
Join the chats “Entrepreneurs of Moscow/Kazan/Ensk”. There you will find your target audience: look at their dialogues, read the questions, determine the range of interesting topics and maybe even promote your topic.
Just make sure that these are living communities, that there are discussions and comments. If a group has 100+ thousand subscribers, but there is dead silence under the posts, then the survey there is unlikely to be indicative.
Read the publications your audience reads
Study Forbes, Inc. Russia, vc.ru, “Business.Ru”, “Secret ba leads of the firm”, TJournal. These guys have already conducted an audience analysis, they are aware of the agenda and select articles about the most pressing issues.
In addition, these platforms host cases of entrepreneurs from different fields and industries, where they themselves talk about their pains. Reviews of premium products, news from the world of business, success stories – take ideas and don’t be shy.
Read articles and books by businessmen to understand what problems they encountered along the way and how they dealt with them.
