Reach More Eager Customers With Targeted Marketing

Check out this recent article from AllBusiness Experts on focusing your marketing efforts:

One of the biggest mistakes you can make as a small business owner is believing that your product is right for everyone. It isn’t — and that’s a good thing.

The key to optimizing your product’s marketing performance is to understand who your customer is. Marketing your product to everyone is a huge mistake; targeted marketing is the best way to get your product in front of people who actually will benefit from your product — and buy it. Understanding who your target audience is will ensure that you do not waste time, energy, and resources on marketing tactics that get you nowhere. So how do you do it?

Identify your audience. You can’t learn about your audience if you don’t know who they are, and you can’t market your product effectively if you don’t know details about whom you are marketing to. Make sure to pay attention to both your main target audience and any sub-target fringe groups when identifying your audience.

Key details to learn about include:

– Age, geographic location, socioeconomic status, and other demographic traits
– Online browsing habits
– Previous and current buying habits (both online and offline)
– Social media preferences
– Most commonly used devices (desktops, phones, tablets, etc.)

Create targeted advertising. Segment both your target audience and sub-target groups and see where they overlap, and then create ads that specifically cater to each group. For example, if you sell a beauty product, and you want to target two separate audiences — middle-to-upper class women above the age of 50 who frequently shop online, and middle-class women under the age of 30 who don’t shop online much but are active on social media sites — create ads that are specific to each group; don’t create ads that try to cater to both groups. The older group might receive an ad based on the online shops they visit, while the younger group could receive an ad tailored to them across social media sites.

Continue collecting data. After doing preliminary research about your audience, don’t stop learning. Use your online advertising methods as learning tools to continue to collect data, so you can better understand what’s working for you and what’s not. Study site statistics to find out what attracts which demographic and where your audience lingers. Social media posts are an immediate (and free!) tool that can help you gauge engagement. Additionally, you can ask your customers direct questions on social media about what they like, don’t like, and want to see more of.

Determine the best ways to reach your audience. There are many methods of marketing, such as traditional online and offline advertising, media features in print or on the Web, word-of-mouth advertising that includes social media or direct word-of-mouth, and more. To best optimize your marketing, don’t waste energy going to places where your audience won’t likely view your advertising; go to where they already are. If they frequently use social media, don’t strive to get featured in a magazine they will never read — start posting on Facebook. Similarly, if they primarily read magazines or newspapers, posting on blogs will do you little good.

Take advantage of online ads. A benefit of online advertising is it allows you to specifically target your ads to a particular audience. Unlike traditional billboard or print ads which are seen by anyone who happens to see them, online ads are streamlined to cater to the specific people who may be interested in purchasing a product or service. Furthermore, online advertising allows you to learn about your potential audience, as well as their likes and dislikes, so that you can apply this information to your future ads.

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