When marketing your products or services, the greatest error you can make it to appeal to everyone all at once. Without defining your target audience, your campaigns turn out meaningless and will unfortunately appeal to no one in particular, equating to time and money lost. To reach more qualified customers, your marketing campaigns must be targeted to reach smaller, more specific groups.
If you have yet to fully understand what a target audience is, we’ll quickly catch you up to speed. A target audience is a specific group of people who all share similar characteristics that are directly related to the interest of your products of services.
Below, Venerate Digital outlines four steps to defining your target audience so your social media strategy is always on target:
Step 1: Define your target market
In order to ensure your marketing efforts are both cost-effective and well-targeted, it’s important to define who your ideal customer is and what their buyer persona is, as well. Three questions that should immediately come to mind are the following:
- Who is my target audience? This will include very basic demographics such as age, gender, geographic location, lifestyle, income, educational income and martial status.
- What interests my target audience? The interests of your audience will directly correlate with the demographic results. Take this into consideration when defining what appeals to your target audience, such as common lifestyle attributes or hobbies.
- What does my target audience purchase? Considering what and where your target audience is continually purchasing will give you a better understanding of whether or not your messaging is hitting the right crowd.
Step 2: Reach your target market
It’s essential to identify how you will be reaching your target market. Where does your audience spend the most time on social media? Is it on Facebook or Instagram, or an equal amount of both? By using your defined target market in Step #1, you can begin to use this information to filter out the places that your target market exists within and does not exist within.
For instance, if you’re a beauty brand targeting young millennials between the ages of 20-29, you’ll likely see the need to use a platform like Instagram which is the #1 social platform for beauty brand marketing and younger age groups.
It’s important to also note that when finally reaching your target market, the content you’re exposing to them will engage their interests. The reality of dealing with a target audience is if you can reach them, you’ll not always going to engage them. Remember: quality content always wins.
Step 3: Identify what type of customers they are and tailor your marketing accordingly
There are four dominant traits that exist within all of us: dominance, influence, compliance and steadiness. We are a unique combination of these traits and so are our customers. By looking into what traits are most dominant in your customers, you can tailor your interactions and messaging to meet their unique needs.
By learning to identify who your target audience is, all of your marketing efforts will be well planned and well spent. With just a little bit of time allocated to clarifying your target market, you’ll receive the ROI you’ve long been waiting for.