How to Target Audiences

If you can sell Ice to Eskimos… Well done you! Most people can’t (including me), and Innuits don’t need ice (obvs)… Perhaps you were just so annoying with the overt direct selling tactics, they relented to get rid of you and now have even more ice they don’t need?

Instead of selling Ice to Innuits, wouldn’t it be far more beneficial to sell Ice to Ecuadorians?  

Knowing your audience is beneficial because you then are able to sell your product/service to leads that:

  1. Are interested in your product
  2. Need your product/service
  3. Want your product/service
  4. See the value and have an increased likelihood of recommending your product/service

So, What is a target audience in marketing?

Your target audience is a group of people with common characteristics and has an increased likelihood of being interested in your business offering. Find that audience, serve them quality, engaging content, and in return, you’ll get better quality leads and increases in goal conversions (activities that you have decided are a positive result for your business; these differ for every business).

How do you find your audience?

by becoming a data-loving nerd (or, you can ask me to do it for you, because, I’m a data-loving nerd).

If you want to DIY, you can access a plethora of data mining resources. These are both native (in-built) within sites (social media for example) and third-party (programs that you allow access to your data). In order to collect data, you need to set it up first. Much like putting a bucket under the drip to catch the water and feed your garden, instead of allowing it to go down the drain and be wasted.

In the coming weeks, BPDM Beat will publish in-depth guides on how to set up, use and interpret different data mining resources so you can start making changes to your marketing campaigns (or customer service techniques) to increase your businesses success. Ensure you opt-in to our newsletter so you get publishing alerts.

In the meantime, here are a few of the basic options that you can start using straight away. Some are via a subscription, others are free

Data Analysis Resources

Google Analytics:  (Free)  The most popular (but by no means the only reason to use it) way of monitoring traffic on your website. Google Analytics collects a massive amount of informative and reliable data about your users that you can then use to inform not only your marketing campaigns but your business offerings as well. Correctly installed into the code of your website, Google Analytics is an invaluable resource for your business.

HotJar: (Tiered subscription options) Hot what?! Creative people like creative names, ok! Hot Jar is a heat-mapping facility that (anonymously) tracks how people physically interact with your website and presents a visualised data report so you can optimise the user experience (UX) and User interaction (UI) of your site to improve your bounce rate (people leaving before doing anything on the site for varied reasons) and provide an improved online interaction with your business (the better the experience, the more likely a conversion will occur).

GMB: (Freeeeee!) Another Google Product, yep, they know their stuff. Google My Business (or GMB) is not only great to give you a basic overview of how people are looking for your business, it’an essential tool to promote your business locally!

SEMRush: (Tiered subscription options) Quite the handy tool if you’re more towards the technical-minded side; SEM Rush not only helps you manage facets of your marketing tactics, it provides deep analytic feedback to ensure you’re finding and hitting that right market.

Social Media: (Free-diddly-dee!). If you’re running a business account on any of the social media sites like Facebook, Instagram, Twitter, Snapchat, or Pinterest etc they platforms provide basic audience and engagement data to discover who your audience is so you can customise your content and posting times and get your message to the right person, at the right time. Ingredients for improved success. 

Remember, with social media, it’s not about the number of followers you have, that’s what we call a vanity metric… looks impressive, but doesn’t help your profits if the content isn’t correct, you have no marketing strategy or it’s being seen by the incorrect audience. At last count BPDM’s Insta Account has 200 followers; zero f***s given. There is a steady flow of customers that keep me (very) busy and my engagement rate is above industry standard. BPDM is reaching the desired customer and getting results.

Take a look at this trending article that chat’s about this exact issue: [2 mil+ followers, can’t sell 36 T-shirts]


and finally

How to Use Audience Data

I like to keep things concise and easy (as much as I can). Let’s break it down to a few easy steps:

  1. Setup &/or integrate your chosen analytics service (it’s ok to ask for help, it’s what I do!).
  2.  Let the beast run free for a minimum of 2 weeks (if you have a high volume of followers or site visitors) or a month if you have a niche business, you’re new or have smaller numbers of interactions. You want qualitative and quantitative data to analyse.
  3. Come up with questions you want to answer about your audience and business. There is a lot of data available! Questions may be around where your customers live, what their age is, gender, when they are most active, what page they like the most  etc.
  4. Formulate your content and marketing strategy around the data you’ve collated and analysed, then tailor the message to your audience.
  5. Continuously repeat steps 3 and 4 and change your content and strategy to suit until you start seeing results (and keep doing so afterward). Marketing strategies are not set and forget

Short on time, or confidence to find and target your audience? I’m here to help get you noticed. Drop a line and let’s start a conversation. I love seeing small business thrive.