While your instincts may tell you to reach as many people as possible, every great marketing plan begins with one clear motive: a defined target audience.
Your target audience are the customers you want to reach, because whoever is most likely to read your blog posts, follow you on social media, watch your videos, and visit your website, are more than likely the ones willing to buy what you’re selling. Your marketing strategy needs to focus in on pleasing the folks you know who will be receptive to your products.
Having a defined target audience allows you to shape what type of content to produce, determine what platforms to utilize to capture your audience, and ultimately increase user engagement.
Some questions you may want to ask yourself when it comes to deciding who you want to target include:
- What am I selling?
- Who am I trying to sell to?
- What are the benefits of my product or service?
- Where are my customers coming from?
- What are the backgrounds of my customers?
- How can my customers benefit from my product or service?
- Who is my competition and what sets me apart?
- What platforms can I use to promote my products?
Once you can get the gist of how you can answer these questions, you’ll have a better grasp on how to revamp your marketing strategy toward your ideal customer. This starts with trial and error, but having a broad audience allows for you to narrow down on who you want to direct your focus on, and create content around those different groups of people.
By monitoring your content, you’ll be able to have an ongoing record to see what’s working for your campaign and what isn’t. This data will help you analyze not just your customers, but also your competitors to get a more accurate read on what’s beneficial to your marketing strategy.