How choosing the right audience can help your business.
When designing a product or curating a service, you’d already have an ideal type of person that you think would enjoy the product. After all the hard work creating it, you disseminate your fresh product’ release to anyone who might chance upon your ads. Many of them who have no interest whatsoever about your item will ignore it. So instead of focusing on the quantity of audience, you should be targetting quality people. Narrowing down your audience may result in much fewer people viewing your ads, but they are the right people for it. Suitable viewers are more likely to convert into customers. By doing so, you can save on ad spend and have a more efficient marketing plan. Selecting the right media and audience is essential to achieving your marketing ROI on your efforts. Not only that, having a targeted audience allows you to ameliorate your marketing strategy. Gaining knowledge of your ideal audience can contribute to better messaging and communication to your customers. A crafted customer’s persona can also improve your service or product to cater to what they desire.
Social Media Marketing is the process of gaining traffic or attention through social media platforms. These platforms are used to interact and connect with the audience to build a brand, increase sales and drive traffic to the company’s website. Having a social media account to represent your brand in crucial in this digital age. 73% of consumers were drawn by a brand’s social media presence when making a purchase decision (Animoto 2018)
It is smart for businesses to follow where their desired market goes. Companies can create the best product and content but are unable to reach those they want to have an impact on. Social media houses people of different demographics, interests and personalities. It is a shame to not tap into this market and utilise social media to reach the company’s fullest potential.
It will be easier if you begin with a single character. Think about the types of people you thought of when creating your product. Whether this person is real or imaginary, write down all their characteristics, including demographic, interest, purchasing power, consumption habits, etc. Create a few personas and identify similar attributes among them. Your target audience could be sporty ladies, aged 20-35, who earn $5,000 -$8,000 a month. Understand that all these traits will help to narrow your audience.
Analyse past customers.
Those who have bought your product before must have a reason to buy it. Find out more about them through their socials or customer surveys. Look into their backgrounds, how old are they, what are their interests?
Find out who your competitors are targeting.
These companies may have similar target audiences. Look into what marketing campaigns they are running and who it is for. It is also great to see what platforms they are utilising.
Revisit your business plan.
Reevaluate the features of your product or service. What does it do? Who does it benefit? How does your product differ from the rest of the industry? By doing so, you can ensure that your marketing efforts are well received. If you’re selling dog toys, how would you target their owners? Think about who would buy the items and what value it adds to their lives— a good dog toy, a happy dog and thus a happy owner.
Determine who isn’t your target audience.
As clear cut as this may seem, we should always be aware of who isn’t to save your time and effort when planning marketing campaigns and targeted ads.
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