Through years of technological evolution, marketing has taken on many different faces. Before, there were only a handful of ways to postion yourself in front of your target audience, but with today's techology, an increased explosion of marketing options has become avaliable to the general public. This overwhelming change continues to evolve with time making it more and more difficult to effeciently market to your customers. However, you can connect with your audience through thick and thin by knowing and understanding them.
Know your target audience.
This is one of the most skipped step in marketing. To make matters worse, it's the most important. You wouldn't build a magnificant house on a few sheets of plywood would you? I'm no carpenter, but I certainly hope not! The same can be applied to marketing. It doesn't make any sense to spend hundreds or thousands of your hard-earned cash on marketing strategies that don't have a foundation.
Knowing your target audience is your foundation upon which you can create an epic marketing strategy. Think of just one of your customers and put yourself in their shoes. What do they like? What do they dislike? How do they spend their free time? Where do they spend their time? What are their pain points?
Marketing To Your Target Audience
Okay great, you just created a marketing persona! From these answers to the questions you hypothetically asked them, we can apply it to our marketing strategy. You can either make up a persona of a customer or even ask these questions to your current customers for more accurate answers. An article on How to Create Detailed Buy Personas for Your Business [Free Persona Template] is a great explanation if your stuck.
Now, we will find where our customers reside and position ourself in that same spot. This can take on many forms which can get tricky. For example, if I own an arts and craft store and find out that my customers regularly use the social media channel Pinterest for crafty projects, I would then create a Pinterest account myself. You could then populate it with content that your customers want to see. Your can find your specific customer interests from their own accounts. You can also interact with customers by following them and commenting on their content. If your audience is millennials, then I would suggest reading How To Use Social Media to Connect with Millennials, from a Millennial.
Only market with new technology if your customers are also using it.
It wouldn't make sense for me to spend money to advertise online if my customers never use the computer. In addition, you wouldn't spend money to put an ad on a billboard that's located on a dirt road with no traffic.
Every company is different. Even in the same industry, every company is different. This should also be true to your marketing strategies. It is impossible to create an effective marketing strategy without knowing where your audience spends their time. An effective marketing strategy can then be centered around your customers much more easily.