My Marketing Isn’t Working! Part Five: Target Audience and Data
Aim for your target market!
Your marketing will fall flat if it is not reaching the correct person, so knowing your target audience is key to any marketing campaign.
A few questions to consider: What are the attributes of your best customers? What is the demographic like? Do they have any buying habits or patterns? Be sure to tailor your messaging to identify with this customer.
Data is often overlooked, but it is essential to an effective marketing strategy. Be sure that you are utilizing your current customer list properly. The list can be segmented to identify specific demographic characteristics such as location, gender, age range, income level, and purchase history.
You already know who they are and what, where, when, and how they buy so it is possible to customize your marketing to reach them specifically. A personalized marketing piece is much more effective than a generic one. Perhaps you would prefer to purchase a new prospect list. These are also useful and can be segmented accordingly so you can market to them specifically.
This segmented data is extremely useful for appealing to your target market. For example, consider a gym who might want to advertise its new babysitting service that will watch kids while their parents are working out. The gym’s target audience may be women from their mid twenties to mid thirties with children. A list can be acquired with their addresses but most importantly the creative can be customized to appeal to the consumer. A postcard with a buff body builder lifting weights might not be as appealing as an everyday mom next-door on a treadmill.
Identify you target market and utilize your data to customize your marketing.
Amanda Moore