Getting to Know Your Target Audience
Identifying a target audience of consumers is among the most decisive elements for a marketer or business owner to deliberate. Without knowing your target market, or whether the audience in your mind even exists, you can't realistically expect your business to be successful. Learning to differentiate between dissimilar audiences makes it easier to decide what segments of customers truly need or desire what you’re offering and whether they’ll become more than one-off purchasers.
In some cases, you can identify your target audience by thinking about the types of needs that your product or service fulfills. Take PH3 as an example, we’re an Orlando marketing agency and one of our services is to design websites, so we’re going to focus on targeting that service to small and medium business owners and marketing directors in need of a better website, not those looking for DIY website instructions.
The temptation to only show your sporting goods paid ads to men aged 18-35 or to show your baby products paid ads only to parents must be resisted. Don’t trust your gut instinct, but study your data intelligently, or else you could find yourself losing out on numerous possible conversions.
Google released some fascinating stats to coincide with the release of demographics for search ads. Did you know that 40% of all baby product purchasers live in households without children? And did you also know that 56% of all sporting goods searches on mobiles are female? Don’t make assumptions about your customers, but use that audience data to your advantage to get the most out of your marketing budget.
Create Personalized Content
Everyone’s creating content. It’s pretty much understood that you need to be creating content in some way, shape, or form in order to have a presence in the digital marketing world. Are you producing content that your audience truly cares about? Taking a step back… do you even know who your audience really is and where they are? If the answer to either of these questions is no, then that content that you’re working so hard to create is just adding to the chaos out there online.
Get to Know Your Social Audience
In terms of marketing methods, social media is still very young and unexplored. In fact, social media is projected to grow to 24% of marketing budgets in the next five years, up from 10%. Social media is not going anywhere; in fact, it’s evolving rapidly. One thing that many businesses aren’t capitalizing on is the huge opportunity to gain insight into audiences through social media data. Content creation is key, as is distribution, but how do you know if that content is performing? It’s all in the analytics.
In 2016, 78% of the U.S. population had a social media profile. By nurturing and analyzing audiences and their engagement on social media and tracking that behavior through conversions, a company can gain unparalleled information and patterns into customer purchasing and behavior.
Target Audiences Wherever They Are
In audience targeting, you’re only as good as your data, so it’s important to begin there. Gathering and analyzing data can be tough for some companies, but the more personalized experiences customers want, the more data companies will need. Well-defined audiences can open a whole new world of targeted advertising, and not just on the basics like age, gender, and household income. Targeted advertising is much more progressive these days and can be aimed at people based on their behaviors or other patterns. In addition to targeting online, businesses need to start considering how to target advertising across devices. Consumers are connected through an average of five devices. Data can help you isolate consumer’s devices, which then will allow you to optimize your brand’s presence on each device.
Understanding your target audience is vital to the success of your business. Get to know your customers so you can work smarter to meet their need at the right place, at the right time and with the right message. When you do this, your business will thrive.
If you’re ready to reach a more targeted audience—and perhaps find a loyal segment of customers you didn’t know existed, get in touch with us. As an Orlando marketing agency, we’re here to help you get out there to the right people, in the right place with the right message to get your business growing.