7th June 2019Planning your digital marketing strategy - who is your audience?
By DougBusiness Development Director
By DougBusiness Development Director
We have discussed in previous posts how important planning is within your digital strategy, both when it comes to why your customers should choose you and thinking about what your goals are. Armed with this information, you need to think about who your audience is so you can zero in your digital strategy and communicate with the correct people.
So what is a target market?
When we talk about a target market for a client, we’re talking about a specific audience that you want to target with your marketing message. This is so important as by pinning down your audience and understanding what they want, you can align your marketing strategies accordingly and without defining your audience you could waste a lot of time and budget communicating with the wrong people.
When it comes to defining your target audience, be as specific as you can… the phrase ‘we can help everyone and anyone’ can be great in some instances, but when you’re dealing with a finite marketing budget, the more targeted you can be the better.
How do you define your target audience?
Defining your target audience can be a very difficult task, especially if you offer a broad service which can be used by a wide variety of customers. Here are a few steps to help you define your audience:
Look at your current customers
Having a look at your current database of customers is a great way of identifying who you could be targeting and how. After all, these are people who have already used your services or purchased your products so they’re an excellent place to start. You can also use this as an excuse to think about who your best customers are, what makes them your best customer and target them. Remember bad clients will often cost you money so there’s no point targeting an audience of potentially bad clients!
What are your competitors doing?
Use your competitors as very much a gauge and starting point as opposed to assuming everything they’re doing is correct. You never know, they may be targeting completely the wrong audience! But reviewing your competitors and their messaging, as well as any campaigns they’re running, can be a great way to get the ball rolling with your own thoughts.
Think about your demographics
There are many different ways to break down the data for your demographics – too many to go into here, but here are some details for the most common ways, and a couple of practical examples:
- Age – Although you don’t need to go down to the exact day and month here, the more you can break this down the better. If you can break down the age into segments, perhaps a 5 to10 year age range, that would be ideal. This is crucial to pinpoint because a highly tech-driven product targeting an audience in their early 20s will need a much more modern and interactive website, rather than a business that offers equity release mortgages, where a highly modern site may put visitors off.
- Location – Where are your customers? This should be data and information you can get from your existing client base, but particularly if you’re predominantly a local business. Defining where your audience lives or works is crucial in being able to effectively promote what you do to the right people. It’s no use for a plumber who covers a radius of up to 20 miles to be spending his marketing budget on getting enquiries 30 miles away.
- Job title – If your business is B2B, you need to consider who in the company is most likely to make the decision to use your products or services. An accountancy firm that deals predominantly with owner managed businesses will most likely target Managing Directors, whereas a packaging company may deal mostly with Warehouse Managers. These audiences are going to be very different and looking for completely different things, so by defining who in an organisation you need to speak with and why they would choose you, you can then tailor your marketing message accordingly.
- Use data – One of the advantages of modern digital marketing is how much data and information you can find on your audience. Use it! No matter what channel you’re on, whether it be Facebook, Instagram, Linkedin or your website, you can find insights into who is currently looking at you and what they’re engaging with. This information needs to be evaluated alongside everything else but is invaluable.
What to do when you have defined your audience?
We’re going to cover this in a future article so keep your eyes peeled… in the meantime, if you need any help defining your audience then do get in touch!