I’ve spent the majority of my adult life in marketing. Much of what I learned and used in the 20th century is obsolete. When I was new to marketing it was more about throwing initiatives at the wall and seeing what stuck; demographics and techniques such as segmentation and personalization were unheard of or little used. Yes, the world has changed, and it’s for the better. Businesses can target the prospects that need their help and not waste time and money trying to pitch motorcycles to grandmothers.
4 Keys to Targeting your Audience
- What problems do you solve? Not what problems you think you solve or hope to solve, but the problems you do solve. The best way to determine this may be to survey customers. Send an email survey, ask every new customer what attracted them, and seek out loyal trusted customers for their opinion.
- Who would benefit from what you have to offer? Who needs what you have? How would you make their life better? For example, if you sell fashion boots online the boomer demographic may not be your best fit while millennial females may be searching for your product.
- Where can your audience be found? Once you’ve pinpointed the customer who is searching for your help, reach out specifically to them. For example, if your business offers home security, it may not be productive to advertise on a radio station that captures the 18-30 male demographic considering the average age of first-time homeowners in America is 34. It’s not your market. A radio station that captures the 30-40 audience would be better suited to your needs. However, if you offered security systems to renters or if you specialized in business security, your audience would drastically change as should the advertising campaign.
- How do you communicate with your target audience? How do you reach them? If you market geriatric products Snapchat may not be the best place to advertise. It’s not only the network or media; it’s how you share your information. For Example, Kroger’s grocery does a great job segmenting to individual buying habits. Every week my wife and I receive coupons based on our buying habits; some are products we’ve purchased while others are products that fit our buying habits. Know what your audience wants.
It’s as easy as 1, 2, 3, 4…sort of
It’s not rocket science, but it will take some work. Analyse the problem you solve, understand who has the problem, discover where they are, and deliver a message they will relate to. Who is your target audience and how do you connect?