Digital marketing campaigns are pretty important for small businesses. They allow you to promote yourself alongside the big guys without blowing your budget. But what happens if your digital marketing campaign doesn't get seen by the people who would be interested in your goods or services. It wouldn't be very effective, would it?
That is why, before you craft a digital marketing campaign, you need to figure out who you want to reach with your campaign. Called your target audience, these people are the ones who will be interested in your business. They are the ones you want to talk to. For example, they are the brides looking for custom bridal bouquets, the owners of used cars who need a reliable mechanic, or the home gardeners looking for mulch.
If you want to figure out who your target audience is, there are a few steps you can take. Here are the strategies you can use to identify your target audience with your digital marketing campaign.
Step 1: Check your current client base.
The first step in identifying the target audience for your digital marketing campaign is to look at who your current clients are. The people who already buy from you are clearly part if the group of people you want to reach with your digital marketing campaign.
As a result, spend some time talking to your current clients. Use surveys, emails, phone calls, and even discussions in your brick and mortar store to take the pulse of your current clients. Look for answers to the following questions:
- Age
- Gender
- Income Level
- Education Level
- Why do you shop here?
- How did you hear about us?
- What made you decide to check out our store to begin with?
Talking to your current customer base will give you insight into the people who already know about your brand. Your digital marketing campaign can then target these individuals by speaking to them in a way that they will find to be appealing and convincing.
Step 2: Check out the people your competition is targeting.
Of course, there might be people you are not yet attracting who would be very interested in the goods and services you offer. Identifying those groups means looking beyond the people you already attract. Instead, look at what your competition is doing.
Now, hopefully, you know that copying your competition is the best way to dilute your brand. Your digital marketing campaign will need to focus on what makes your brand unique if you want to succeed.
However, you can gain valuable insights by looking at your competition. Are they targeting a group you never considered, like wedding planners for your bridal bouquets? On the other hand, are they failing to target a group that you feel could benefit from your goods and services?
See what your competition is doing, and see if there are any target audiences you can adopt that would enrich your digital marketing campaign.
Step 3: Evaluate your business.
Once you evaluate your current customers and your competition, you will need to evaluate your own business. In particular, you need to identify the ways in which your business stands out and the benefits your business has to offer.
For example, you need to decide how your florist shop differs from the one down the street. What products and services do you offer that they do not? What benefits do you provide?
Once you determine what your business has to offer, you can evaluate how those things match up with certain groups' pain points.
For example, do you offer custom bouquets? Maybe those bouquets appeal to young men between 25 and 40 who need a special gift for a special event. Or maybe you offer the lowest prices around. Use those distinguishing characteristics in your digital marketing campaign to reach the right audiences.
Finding the right target audience for your digital marketing campaign is important. Let us at Distinct help you do it. With experience and skills to help you identify your target audience, and then reach them with your digital marketing campaign, we can help you attract new customers and make your presence known online.
