People too often make marketing decisions based on their personal likes and familiarities. However, the channels you select to market your brand and share content need to be in line with your target audience's preferences, an not necessarily your own. You may regularly watch a program or listen to a podcast and think you would enjoy seeing your ad there. However, there’s a better way to approach your marketing.
To reach your target audience where they are, you need a strategy tailored to your marketing goals. You might be surprised that your personal viewing preferences could have little or nothing to do with it.
1. You Need More Than a Focus Group of One
When you base your marketing decisions on what you like, you’re essentially relying on a focus group of one person. The things that appeal to you may not resonate with the consumers you’re targeting. This could cause you to miss out on opportunities to get what you have to offer in front of those who can benefit from your business the most.
Consider how your audience likes to receive their content and where it can be found on social media. Recognize that the sites you frequent are probably not the same as those you are hoping will engage with your brand.
2. You Are Not Your Target Audience
Defining your target consumer is the first step toward focusing your marketing strategy. To figure out who fits into this category, there are a few steps you can take.
- Obtain demographics about consumers your brand can serve. You will gain insight into the age, gender, location, preferences, and other critical information that can help you identify your target audience.
- Create a buyer persona. By analyzing why customers use your product, you can develop a persona or several that would benefit from your products or services.
- Check your website performance. Who tends to engage with your brand? Those are the types of consumers you want to target.
- Research social media analytics. Every social channel is different and attracts different audiences. Analytics tell you who is looking at your profile and what content is engaging them.
- Engage with social media. Social media is an excellent place to listen to what's going on. Here you can learn what users are interested in and how they spend their time. It can open you up to a whole new group of buyers you may not have considered before.
Your media partner has the tools and experience to help you learn exactly who your target audience is, as well as their preferences.
3. Your Target Audience Probably Doesn't Hang Out on the Same Channels You Frequent
Once you know who your audience is, look into how they spend their time. What type of content appeals to this group the most, and where do they go to get it? Do they consume content on the go? Or are they best reached at their desks? What are their pain points?
Targeting the right audience is crucial to your campaign’s success. When you realize that reaching your target cannot depend on your personal viewing habits, your marketing strategy will be more effective. Consult your media partner to create a focused plan that will resonate with your target audience. Media professionals have the experience and the tools to pinpoint who you should be marketing to and can execute the plan effectively. Remember, it's not about what appeals to you; it’s about creating brand awareness among consumers whose problems you are prepared to solve.