When it comes to marketing, it can be easy to overlook the obvious. One of the most often overlooked, yet most effective, marketing strategies is to intimately know your target audience. Ask yourself: Do you know who you’re marketing to?
Do You Know Who Youre Marketing To?
Understanding your audience is a critical first step toward developing any successful marketing campaign. However, many marketers forget to do this step; likely because they take it for granted that “they know what they are doing.” It’s easy to get caught up in slogans, surveys and statistics, yet miss the entire point of studying demographics. Try pushing aside all the numbers and instead simply imagine yourself in the shoes of the people you’re trying to reach – your customers.
Your message has to hit home with your target audience, or you’ll have a hard time generating a great response rate. In order to do that, you have to understand the problems, needs and desires of your demographic – a difficult task if you’re not in your customers’ demographic. For example, if you’re a middle-aged male with a family and a mortgage in the suburbs, you may not fully appreciate the wants and needs of a wealthy urban-dwelling female teenager who has disposable income. But if you can bridge the gap to better understand your customer, you can position your marketing campaigns for success.
So how to do you get into the mind of a demographic you don’t understand? Ask the people in your target audience. Focus groups are a great way to open up dialogue with specific audiences, because they allow you to explore the wants and needs of the audience in great detail. The only problem with focus groups is that it can be difficult to get a broad sampling. Thus, you can augment your focus group with a targeted survey of your audience. This combination of focus groups and surveys can give you a very clear picture of what your target audience is seeking in relationship to your product or service. After you compile the data, take some time to imagine yourself in your customers’ shoes. How much time? Until you understand.
Once you can better understand your target audience, you can hone your marketing into an efficient sales strategy. This is how you maximize your marketing investment, yield an excellent response rate and win a long-term, loyal customer base.
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