We all want our businesses to thrive. A key factor depends on how well they actually know their audience. This is one of the reasons it takes some time to establish a business. The early years in business are usually spent finding the customers then understanding more about them. Very often, the product or service then needs adjusting to meet their needs and wants.
Once you fully understand who you’re talking to, marketing becomes so much easier. Strategies can be more effective and often less time and money is wasted.
Knowing your target audience helps you to:
- create content which they are interested in and likely to take action upon
- publish the content via the correct channels
- understand where leads and enquiries will be generated / triggered.
One of the most common mistakes I see with my business coaching clients and also within small business marketing in general; is that most business owners are trying to attract new leads through taking a broad approach to their marketing.
While this is the case, the good news is that taking a more specific approach doesn’t need to be difficult. Identifying specific niches and subsets of customers will help. Taking a segmented marketing approach will help with finding and engaging with your audience.
Here are four simple tips to help you find your target audience.
1. Check analytics
The need for data-driven marketing is often overlooked. During my business coaching workshops, I cover this topic off, as a lot can be achieved through understanding your audiences behaviour.
Keeping an eye on your analytics (both website and Google) prevents you from making assumptions about your business. Knowing your key statistics will allow you to work out where your audience is spending time, what types of content will drive them to take action, their location and so a whole lot more. Through understanding your analytics, you’re able to break down the areas and create a content marketing strategy suited to your audience.
2. Social-media platforms
Knowing where your target audience is spending time on social media lets you know where to focus the majority of your marketing efforts. i.e.: YouTube, LinkedIn, Instagram, Facebook, Pinterest, Twitter etc.
When you understand which channels both your primary and secondary audience are spending time, it’s then important to understand who they are engaging with i.e.: which influencers, brands and accounts do they follow?
Analyse hashtags, community accounts, events, locations and other brands to help find your audiences’ whereabouts on social media. Understanding your insights will also help to build a more effective marketing campaign and engage with your audience.
3. Direct feedback
Whilst many people assume that email marketing is no longer effective – this actually isn’t the case. The approach we have for email marketing these days is now different, however it’s still a great way to engage with your audience.
Whether you use your mailing list to seek direct feedback, create a survey monkey questionnaire or have a feedback form on the premises of your business; engaging in direct feedback is extremely helpful.
4. Responses
Direct interaction is a fabulous way to boost your engagement. This also is a boutique approach which is why many people choose to shop with small businesses.
Now that you have a good idea of where to find your target audience, in Part 2 next month we’ll look at how to successfully engage them.
Alison Morgan, Founder, Relauncher
