All competent marketers know the importance of targeting audiences. They know that getting the right message to the right people at the right time is the ultimate goal of any marketing campaign. Targeting the right audience enables marketers to gain better control of the outcome of their campaigns to ensure that they reach their goals.
But knowing how to target audiences the right way is something that not all marketers are skilled at. It’s important for you to learn the ways to identify your ideal target market which will make you more effective at running your digital campaigns.
Ensure that your marketing efforts hit the right target.
Audience Targeting is a Must
Amazingly, there are marketers who regard audience targeting as a perk, not something they MUST have. As a marketer, it’s imperative that you know the people you want to talk to, where they hang out (on and off the internet), and the things that are the most important to them. Not knowing how to spot the ideal audience for your content marketing efforts can spell disaster for your online campaign. There are marketers who take too many chances with their campaigns, running ads without a definite target audience.
A lot of marketers are also guilty of not knowing exactly what their campaign goals are. It’s foolhardy to do anything without defining your campaign objectives. Taking too many chances in your campaign means you have to accept the paltry returns of your campaign results. Running campaigns that may hit or miss is a practice that good marketers never do. A marketer who knows what he’s doing knows how to measure the results of his campaign in order to know if a campaign is going well or going bust.
Finding Your Target Market
Your initiatives must stem from the results of your audience targeting. Here are some steps in finding your target market.
1. Know what your selling points are
Each product or service that you come up with should fulfill a specific need. Notice that the products or service that often fails in the market are those that have no clear purpose. What problems do your product solve? Why would people want to avail of your service? These are the most important questions you should address when conceptualizing your product or service.
You have to be able to describe what your product does in two to three short sentences. Make a list of the benefits that your product will bring and the specific problems that these benefits can solve. Now you have to identify which people will most likely experience these problems in order to get an idea of your target audience.
2. Understand your existing audience
Your existing audiences are the customers who are currently patronizing your product or service. It helps to analyze their buying patterns and their characteristics because you will be able to understand your business more. Identify the factors that make them buy your product and how your marketing strategy connected with them. You can exert more effort in getting more sales from them or you can shift your initiatives to target a new audience and find new customers.
Using business tools such as a CRM software can help you achieve results faster. The analytical features allow you to view important information about your customers such as purchasing habits, age ranges, and geographic distributions.
Reviewing your past campaigns can also help you in your cause. Take note of the campaigns and promotions that have produced great results for you in the past. Identify the type of audiences that gave good response to your campaigns and how it influenced their buying behavior.
3. Know more about your demographic
Dig deeper to understand your target audience.
It’s not enough that you identify just the upper layers of your demographic. For instance, you don’t have to stop at just identifying your target audience as fathers with kids. They have other characteristics that can help in getting to a more specific target market. There are lots of ways to get to know people who avail of products and services that are similar to yours. You can use newspapers, magazines, blogs, and websites as references, as long as they are related to the industry you’re catering to.
If you want to dig deeper and you’re willing to spend money on it, consider teaming up with a marketing team to do the job for you. If budget is a consideration for you, holding an in-house research is an inexpensive alternative. In this case, you can use social networks as means to interact more intimately with customers.
4. Keep an open mind
There are marketers who assume that they already know their customers inside and out. Demographics can always change so you should make a habit of continuously challenging your assumptions. This involves comparing your consumer research and selling point evaluation. You should also compare your initial assumptions about your target audience and the results of your primary research. The trick here is to listen to your customers and digest what they have to say even if it goes against your ideas.
5. Check out the competition
Make your target audience sit up and take notice of what you have to offer.
It should be part of your standard practice to check out the similar offerings of the competition. Their ideas can help immensely in understanding the audience you’re trying to capture. You shouldn’t just focus on established companies; new ones with lots of potential should also be within your radar. There are two things you can do here. Either you target the audience that these companies are leaving out to identify new customers or steal their customers from them. The biggest challenge here is to think of ways to convince these customers to make the change and buy your product instead.
If a particular company has become successful with the type of product that you have, it’s best to study what they’re doing that makes them click with their target market. You should take note of their failures as well in order to avoid suffering the same pitfalls.
Technology evolves, and your business should evolve along with it. Don’t be surprised if you discover that your customer base will constantly evolve as well. You can easily adjust to these changes if you already know and understand your target audience. Accepting change and adjusting well to it is the key in making your digital marketing campaign successful.