Publicity and marketing always go together. Extending your reach for potential customers is comparable to fishing in a wide ocean. Before casting your net, you need to determine first what kind of fish you’re looking for. It’s your responsibility as a marketer to find out where to find your audience and how to attract them.
Whether you’re a budding internet marketing agency in Toronto or a store for beauty salon supplies in Mississauga, the first thing you need to prioritize is learning who your target audience is. You can put up all the best content and invest in the latest advertising technology, but if you don’t know who you’re selling to, you might not attract any interested customers.
Here are a few tips to finding the right audience for your brand:
1. Break Down the Market
Data collection is integral for targeting a market audience. Different factors affect a person’s potential in being a customer for your business. You can only know their purchasing power by studying the demographics of your area.
From gender, age, education, income, location, occupation, marital status, and ethnicity, all of these elements will be combined to give you a clear picture of the market. After sorting through this data, you can then proceed to tailoring your product and customizing your advertising technique.
For example, selling clothes for babies and adults is 2 completely different things. Through the demographic analysis, you can better understand what message and image to project. You can resonate better with your target audience’s personal preferences by getting to know who they are.
2. Be a Mind Reader
No need to call a psychic because technology can do it for you. Knowing what your audience wants is rooted in their reasons for purchasing a product. Since you’ve determined the group of people you’re selling to, you now need to gain insight into what attracts them to your product.
Through psychographics, you’ll be able to dig deeper into the customers’ values, behaviours, lifestyles, interests, and hobbies. Through this initiative, your company can study market trends that reveal the current demand spikes and dips in the industry.
Creating content and investing in advertising will be more efficient as it follows a pattern predetermined by your customers’ behaviours. Products for the Christmas rush are different from summer ones.
Back to school and graduation services also vary and become popular at different times of the year. At the end of the day, effective advertising all boils down to the right timing and audience analysis.
3. Keep a Profile
Businessmen can be so wrapped up in numbers and data that they often forget that they’re dealing with people – actual human customers that possess specific characteristics and consumer behaviour.
Through customer personas, you can better tailor publicity strategies that gain the most traction and interest among buyers. This process begins by creating profiles for your buyers.
For example, if you are selling summer clothes, not all kinds of people would want the same outfit and style. Some would like a more modest look; others go for revealing ones, while some want rash guards, etc.
Through personas and profiling, you can better adapt your designs to fit the personal preferences and tastes of buyers. You can have more variety in your products and a more versatile product collection.
4. Observe your Competition
Unlike the past century, production is no longer a problem for most businesses. Big or small, current industrial technologies have made it easier for businessmen to assemble raw materials and create new products.
With that said, this increase in production efficiency has also heightened the sense of competition and supply in the market. As each day passes, it gets more crowded in the market and it becomes more difficult to sell your product.
To get ahead of your competitors, you need to study their customers too. If they are selling products that do not necessarily cater to all, you can pinpoint the neglected population and peddle your services to them instead.
By singling out a group of people that have difficulty purchasing their personal necessities from the current products of the market, it becomes an opportunity for you to create a whole new space and be more inclusive.
These gaps in the industry tend to be overlooked. By studying your competitors, you might strike gold and provide service to a left-out demographic. You can even mimic their strategies and align your companies with them to create market traffic for your business.
5. Carve a Niche
Finding your target audience is not as simple as generalizing an entire group. Within the customers that you are trying to entice are subgroups that are spread out widely in the spectrum of potential buyers.
It’s important to remember that people are complicated and trends can change over time. The challenge for you is to be versatile enough to ride these tides and adapt to the changes. There are 3 ways to subcategorize your target audience:
- The first strategy is knowing their purchase intention. One product can serve different purposes. A customer might want to shop for clothes, but there would be different reasons on why they want to buy them. They could be shopping for a party, a beach getaway, a gala event, and more. Through categorizing intentions, you get to expand your inventory and diversify it.
- Interests and hobbies also play a great role in why people buy your products. Certain groups might use it for recreation, others for work, and some are for study. The strategy lies in gaining insight by putting yourself in customers’ shoes.
- Lastly, appealing to existing subcultures within the area can increase your products’ potential to be more customized and personal. Subcultures include blue-collar workers, the LGBTQ community, pet lovers, and more. The trick here is moulding your services and product to fit various needs.
Finding your target audience can be difficult for new and budding businesses. With proper techniques and strategies, you can hook some loyal customers in no time. There’s no need to invest too much funding in advertising. You can cut the business promotion shorter by knowing who you’re selling to.
Data is power when it comes to knowing your customers. By observing trends, analyzing market demands, and studying product innovations, you can have your business booming in a snap. As a neophyte owner, you just have to put in time and effort in product development and pinpointing your audience. These have to go hand in hand if you want the market to know your brand.
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