Whether you refer to them as your audience, consumers or users - the community responsible for your sales, positive connotations and relevance are fundamental in seeing your business rise and fall. Keeping your marketing techniques broad, to reach a larger portion of the fathomless sea of consumers is a strategy sure to fail. However, if you want to see a greater impact of audience participation towards your brand - you need to hone in and know the audience you are trying to engage and capture.
This information can be culminated from the insights of former campaigns, as well as your proposed objectives. For example, recent measurements can show that you have a higher percentage of female consumers located in London, but it also shows you have a lower reach in regional areas, places that you want your brand to spread too.
Outlining your audience demographics is more than just location. It’s about age range, gender, sex, race, religion, socioeconomic background, expenditure, lifestyle as well as other more brand specific expectations. A fashion brand for example could be interested in reaching customers who have a larger than average disposable income, are single, live in the city and own a dog.
What is important is having a clear idea of the demographics of who it is you are trying to reach, then once you have that information you can move on to the next step in reaching them.
Developing personas is the best method in making your target audience feel more realistic as you build a model around how best to communicate with them.
Give each type of persona a name and specify the basics - age, sex, location, then branch out. What do they see, what do they hear, what do they say, what do they buy, how would they use your services/products - just some of the behaviour needed to build up personas of your potential audience. Pose questions they could ask you and answer them - or realise you don’t have an answer for them and work to find a solution.
There are a range of templates on how to create a buyers persona that you can expand on, and they will allow you to picture your audience as more than just figures on a chart. This approach to getting to know your audience will enable you to see the most minute expectations your audiences have and how you as a brand can work to meet them.
You know who your audience is and you have a more physical understanding of them thanks to the personas you have developed. Those first two steps should allow you to quickly work out the best way to engage with them. There are a plethora of marketing strategies to choose from; social media, email, paid advertising, word of mouth etc. and they all work in different ways to reach a target audience.
You might find that 79% fo 30-49-year-olds use Facebook, but that information is too broad. If your company specialises in books, how do you know this is where you will find the highest percentage of readers within your demographic? Of the same age group, roughly 15% of women were found to be active Goodreads users. Although the percentage is smaller than Facebook it could be more fruitful to you, because it comes from a direct brand related, and niche source.
Research for this step is relatively easy but it requires you to dig a little deeper and think outside of the box. The bigger numbers aren’t always the most effective, and remember results should directly relate to the specifications of your predetermined audience.
No news day is the same, and the surge and plummet of audience support and outrage changes faster than the tides with information spreading faster than it did a generation ago. It’s important as a brand to stay on top and be a part of the conversations your audience are tuned into.
Despite the cost, winter clothing brand Canada Goose has seen their jackets become a staple for the 16 - 24 age group in Canada. The company are also known for receiving public attention and often vilification surrounding the alleged inhumane sourcing of the down their products are lined with.
In 2019 a survey saw 60% of Canada’s Gen Z’s state that they would prefer purchasing environmentally sustainable products - including clothing. The following year Canada Goose announced that it would aim to only use reclaimed fur in its products from 2022 in a bid to move towards sustainability.
With favour being granted and relinquished with the drop of a tweet, you must understand what social factors influence your audience in order to best manage output in every form.
There are so many other questions you could ask about your audience, and considerations to apply; what tactics are working between your target audience and your direct competitors? What do they want from you and how can you best cater to those needs? What characteristics correlate to how they spend their time and their money?
Take the time to scroll a mile in your audience’s shoes, the heavy groundwork will generate a much lighter workload in the future when it comes to carving effective and successful marketing strategies to reach them.
Then you can head to Streams to discover engaging and trending content which will really resonate with your audience and drive sales.
Digital marketing can sometimes be tough for small businesses. That's why we built Streams - a tool that helps you quickly discover, understand and publish content that really engages your audience.
See inspirations here: