No matter what industry you are in or what your marketing goals are, knowing your audience is the only way you’ll see success. When it comes to online marketing, with all of the available avenues for promotion, it’s basically impossible to get your content in front of the right eyes if you’re just winging it with any platform you have available. Instead, you want to find where your audience “lives” online, and then use that information to tailor your strategy to that platform. Below we share five critical strategies necessary for honing in on and marketing to your target audience.
5 Top Strategies for Finding and Marketing to Your Target Audience
1. Know Who You’re Looking For
Before you go looking for them, develop buyer personas that will give you a better understanding of your target audience. Marketing to them effectively requires knowing who they are, including where they live, the industries they’re in, and the products they already buy – anything that will help narrow down your search. HubSpot offers a great template for creating effective buyer personas here.
2. Seek Out Their Communities
From your personas, find where the people you’re looking for are most likely to “hang out” online. Are you a B2B company targeting human resources professionals? Look to LinkedIn groups specific to their interest. Once you find your audience’s communities, commit to spending time building up relationships and engaging with other members, rather than blasting them with product promotions.
3. Create Tailored Target Audience Marketing Strategies
Once you find what communities your audience is a part of, make your target audience marketing strategy specific to the platforms those communities are present on. Continuing our example of marketing across LinkedIn: your focus would be on crafting content that is industry-related and helpful, which is more likely to generate buzz in your target audience’s circles. On the other hand, if you’re targeting millennials, you’ll probably want to spend more time crafting witty images and videos for social sites like Twitter.
4. Use Inbound to Draw Them In
Content is one of the best ways to get your brand seen. Not only is SEO crucial, but blogging tends to end up garnering you more leads. Focus overall target audience marketing strategies on developing the right content and have ways to track analytics. When you start to see what avenues are driving people to you, you can give those more focus. Remember that the point is to draw audiences in, so your content should be helpful and establish you as a respected – and trusted – resource. As content guru Steve Farnsworth (@Steveology) says:
“Trustworthy content has a balanced point of view. It asks and answers the right questions. It doesn’t love itself. It tries to inform and educate.” (Source: Kissmetrics)
5. Connect with Existing Customers
Your customer base already represents your target audience, so put them to work for you. The more educational and valuable content you share with them, the more likely they’ll be to share it with their networks, giving you exposure to new sets of eyes. If you have a great product and superior customer service, your customers will be happy to spread the word.