The One Thing
About 10 years ago, I was sitting across the table networking with someone that I knew liked and trusted. We were getting to know one another to learn how we could refer business to each other. At the time, he owned a printing company, and I owned a Lawn and Pest Control business.
One of the first questions he asked me was, “Who is your target audience?” I have to confess that as soon as that comment came out of his mouth I thought to myself, “you have got to be kidding me. Who is my target audience? Isn’t it obvious. Anyone with bugs”
Fortunately I was smart enough to be polite and answer, “anyone with bugs” (LOL)
It may seem logical that If you’re pleasing as many people as possible with your marketing message you would get a bigger following and thus more sales.
In today’s business marketing it’s actually the other way around.
If you’re marketing to everyone you please no-one. In other words, It’s OK to alienate people.
It’s OK if they don’t like your content.
Just as with my Pest Business, we don’t want to target everyone, instead maximize our message toward those most likely to become our audience.
What Is Your Target Audience Profile?
You might have started your business with an idea of who that might be by asking yourself a few of the following questions:
Where is my target audience located? City? Rural?
What is their age? Is it a college student, adult?
What is the gender of my audience? Is it male or female?
What is the income level of my potential customer? What can they afford?
What is their family situation? Are they married, widowed, divorced, college graduate?
Once you decided who that might be it’s not uncommon to have to re-focus and revisit your targeting, especially if it was not, laser-sharp, clearly identified in the beginning stages of your business.
Reexamine Your Target Audience Profile
The power of your brand relies on your ability to craft a marketing message that will convert prospects into customers. That is why re-defining your target market will help to strengthen your overall effectiveness.
If you’ve started with a general idea of your target audience and waited to see who responded. It’s time to get a little more specific. Otherwise you will never be able to differentiate yourself from the competition.
Look at the Target Audience Profile of the Competition
Check out other content that is comparable to yours and look at their profiles to see who the main followers and potential buyers are.
You might think based on your age and gender that you are appealing to a certain type of person, or you chose a certain target audience, but you might be surprised by who your actual target audience is. It isn’t always who you think it’s going to be or who it ends up appealing to.
For example in The HBO TV show, Girls, despite the fact that it is made by a twenty-something girls and is about twenty-something girls, it seems like the bulk of people watching the half-hour comedy aren’t, in fact, twenty-something girls, they’re men. So it helps to know who your actual demographic is.
Network With Other Successful Marketers
Work the connections you’ve found to successful marketers in the same vein as yours by appealing to those followers.
Check out what is working for them by subscribing to their lists and following their pages on social media
Re-examine the goals you’ve set for yourself and analyze the products and/or services you offer. Think about how your products or services fulfill a need or solve a problem for your potential customer. Also, what sets you apart?
How do you differ from others in your industry—what makes you stand out? Develop a catch phrase or pictue that makes you unique.
Once You Know Your Target Audience
Identify Where People Matching Your Target Audience Profile Hang Out… Then Be There.
Know which social media sites you’re target audience hangs out and then steer yourself in that direction.
If you’re targeting women use Pinterest. They are 5 times more likely to use it than men. Highly educated, affluent women.
City dwellers use twitter more than rural.
Blacks and Hispanics use Instagram more than whites.
Instagram users are more female than male, but this is changing.
More 45-54 year age bracket on twitter and this demographic is growing.
A large percentage of Facebook users are using mobile devices and this will be even more so in the future.
YouTube reaches more 18-34 age range than any cable network.
LinkedIn for professionals is growing but not a lot of people active.
Among 18-34 year olds Snapchat in more popular than Twitter.
Social Media Sites and Blog Traffic
From our experience, the social media sites that send the most traffic to blogs in general are:
Ongoing Effort in Forming Your Target Audience Profile
The work doesn’t end after you’ve identified your target audience. Things are constantly changing; from changing demographics and algorithms to new social media sites and tools. It’s important to stay current on market trends and your competition. It’s also important to see if and how you and your customers evolve over time.
P.S. – If you like this post, feel free comment down below and/or share on Facebook.
- Setting up Your YouTube Channel for Marketing
- How to Pick a Niche For Your Business Instagram Account
- What Is The Best Platform for Social Media Engagement