Define the audience profile. Who wants your product/service and who needs it? Where do they live? What’s their age, gender, income, etc.? Provide data to illustrate the audience.
Identify existing intentions, in relation to your company’s offering, of that audience. What do they search for and how might they perceive the offer in the terms they use? What do their intentions say about their lifestyle, interests and broader needs?
Establish types of customer roles and personas targeted. Describe how each of these customer types should shape messaging.
Identify online channels to reach the audience, establish awareness, build trust, authority and that are most likely to produce conversions.
Provide a brief summary of engagement goals within each position of the AIDAS model.