Finding and marketing to your target audience is not always as easy as you may think. In many cases, determining WHO your target is ends up being the biggest hurdle, followed by WHERE to find them and HOW to speak to them to cause a response. As an agency that prides itself on finding hard-to-reach consumers, we’ve got some tips to share!
Research Is Your Friend!
Research is a core tool in building our marketing strategies and programs. We have an insatiable appetite to know and understand our target audiences: their characteristics, their interests, their motivations, their activities, their purchase behavior, and their communication preferences.
For example, the travel industry is buzzing again, with most restrictions lifted and health concerns abating in most parts of the world. So, if you’re a state or country trying to get people to visit, what do you need to do? First, you should understand who your current visitors are, where they come from, and what they like to do when visiting. From there, you can create look-alike audiences to find others in a specified radius who might also be interested in spending their time in your location.
Using syndicated research also helps you understand where your potential targets are engaging with media, so you can tailor your marketing plan to find them where they’re absorbing content. This ensures less wasted marketing dollars and better reach.
Ensure Messaging Is Relevant
Most of our creative campaign concepting ALSO begins with research in addition to historical brand and industry knowledge. Delivering a relevant message to potential targets is key in driving them to act or to engage with your brand.
For example, when you’re speaking to a niche target group, consider the visuals, message, and language that you are developing. Are each of these elements relevant to all of your targets? Is there an opportunity to tailor the messaging and visuals to each target group? Using digital tactics is a great way to put multiple messages in market and deliver them to the intended target groups to ensure they see the message that is the best fit for them.
Deliver Upon Their Wants and Needs
When you want a consumer to act, making their journey easy and bringing them to the right place is essential to conversion or having them complete an action.
Going back to the travel example, if one of your target groups is looking for the best places to golf, and you have interest targeting set up for those who are interested in golf, driving them to a place that speaks only to restaurants and dining will cause a break in their journey. It will also affect your KPIs if you’re looking at bounce rates or time on site, so always make sure your ads are driving to relevant pages or conversion points.
Are you looking to dive deeper into your campaign’s targeting? Our team of media, analytics, and research experts can help you take your marketing to the next level and find the best targets to drive results for your brand. Contact us to understand how!