When you invest in any kind of marketing or advertising, you always want to ensure that you are going to get quality results for your money. Whether your goal is to generate more leads or to increase your conversions, before you can be successful at digital marketing, you have to first determine who your audience is.
What is an Audience?
Your audience, simply put, is your intended or potential customers. What group of people is going to be most likely to purchase your products or services? Answering that question is essentially figuring out who your audience is.
Why You Need to Determine an Audience
Some people make the mistake of marketing to a crowd that is entirely too broad. This is like spinning around with a handful of change and hoping that some of it lands in the wishing well. Most of this money is going to land outside of the realm you intended, and is wasted. However, if you are more intentional with your aim, you focus in one direction, and strategically toss your money directly into the well, you are more likely to see your desired results.
The same methodology applies to digital marketing. By marketing to a broad group, you are wasting resources on people who are not as likely to be interested in what you are offering. If you take time to determine an audience, however, your money will be well spent and you will see a greater return on your investment.
How to Determine Your Audience
Now that we’ve determined just how important it is to establish an audience, let’s take a look at how we go about doing that.
Consider Your Products and Services
The products and services that you offer play a large part in determining who you should be marketing to. For instance, if you own a jewelry store, and you specialize in engagement rings, you probably want to focus on individuals who are aged 18-40 and are in relationships. Advertising to someone who is single or outside of that age range is less likely to result in a sale. Figuring out who might be interested in what you are offering is a great first step towards establishing a solid audience.
Look at Your Current Customers
Another great way to determine an audience is to look at who your current customers are. This helps you see if there are any similarities or trends among those who you know are interested in your products and services. You can then take this information and assume that others who fall within the same categories may be interested as well.
Check Out Your Competition
If you have companies or businesses that are similar to yours, you may also be able to gauge a potential audience by checking out who they market to. This saturation within the same market provides valuable information, as you can learn from the successes and mistakes of your competition.
Test Various Options
If you have an idea of who you should be marketing to, but you cannot quite narrow it down to one specific audience, you can also run marketing campaigns to a few different test groups. By creating the same campaign for different audiences, you can see who responds ideally to your content, and which group you have the most success with.
The great thing about digital marketing is that it can be adjusted along the way. If you notice your audience interaction starts to slip, or you have general changes you want to make, you have the freedom to do so.
If you want to explore your digital marketing options, or want some assistance determining your audience, let us know! We would love to help your business reach its fullest potential.