Three Steps for Reaching Your Target AudienceLearn what steps your business can take to target the right local consumers.
If you're like most local business owners, you have a limited marketing budget to work with and need to find ways to get the most out of your digital marketing efforts. Identifying your target audience is a vital first step to ensuring that your marketing campaigns are successful. No matter how long you’ve been in business, finding your target market is an active part of development—especially as your company grows. When you improve or expand your product line or start offering your services in a new location, you’ll have to reconsider who your target consumers are and how you can reach them.
1. Develop Buyer Personas
If you want to learn how to find your target audience, you need to start with research. If you're a new business owner, start by determining which types of local customers you want to attract. If you already have an established business, you can get a lot of the information that you need from your current customers. Consider the demographics, interests, and geographic locations of your best or ideal clients. These are the same types of consumers you’ll want to reach with your digital marketing efforts.
Once you’ve done some research on your ideal customers, it’s time to develop buyer personas. Buyer personas are fictionalized profiles of the consumers you want to attract. These profiles contain demographics as well as information about customers' interests, motivations, and buying behavior. This information will help you later as you work to develop targeted messaging that appeals to this audience.
Ready to develop buyer personas? Download our workbook.
2. Identify Channels and Platforms
Now that you know who your target audience is, it’s time to determine how you can best reach them. From blogging and website content to digital advertising to social media engagement, there are a variety of digital marketing tactics available to you. The key is to choose those that your target consumers use most.
With most online shoppers using search engines to get the information they need to make a purchasing decision, search engine optimization (SEO) is a great tactic for reaching any audience.  However, when it comes to social media, you’ll need to choose wisely to avoid spreading yourself too thin. For instance, the majority of Snapchat users are younger, so if you are targeting an older audience, you might be better off focusing on a platform like Facebook.
Need help navigating the social media landscape for your business? Download our eBook.
3. Reengaged Customers and Prospects
Once you’ve implemented a marketing campaign, your job as a marketer isn’t over. It’s important for local businesses to develop marketing that is aimed at customers during each step of their buying journey. That’s where tactics like remarketing and email marketing can come in handy.
Remarketing campaigns allow you to reach out to a customer who visited your website by displaying ads for products they showed interest in. This can help you stay top of mind with interested consumers and help you close sales you otherwise might’ve lost. Email marketing is also a very effective way to foster relationships with your past and potential customers. Using this tactic, you can take advantage of previous exposure by maintaining an ongoing conversation with your target audience.
We Can Help You Reach Your Audience
Are you having trouble marketing to your ideal customers? Maybe you still need to learn how to find your target audience. We would love to be your digital marketing partner. Our team of local marketing experts can help you identify your best customers and develop winning strategies to reach them wherever they may be. If you’re ready to start seeing real results from your marketing efforts, contact us today or give us a call at 302.324.2560.
1. “Most online shoppers are using this one tool before they decide to buy,” by Andrew Meola; Business Insider; 04/06/16