In a broad sense, your target audience is the specific demographic that is most likely to find your product or service useful or appealing. The more precisely you are able to define your target audience, the more value you will get for your marketing efforts. In other words, if you know who you are selling to, then you can create messages and find advertising mediums that will reach that audience directly.
When you hire a qualified digital agency to handle your marketing, one of the first things that agency is going to do is work to identify your target audience. You can help the process along by understanding the methods used to develop a target audience, and the kind of information that is required to formulate your own demographic.
The best way to start understanding your customer base is to list all of the obvious people who would be interested in what your company has to offer. For example, if you sell protective clothing for industrial work, then you can safely assume that industrial workers are part of your target audience. When you start your target audience development with practical observations, it can inspire you to dig deeper and look for less obvious answers.
Look At Your Customer Base
One important part of the selling process that many companies forget is to collect as much demographic information on their customers as possible. With an online business, it is easy to get your customer's address and phone number. But you should also develop client satisfaction surveys that ask for information such as your customer's income, their age, their product preferences and anything else that will help you to clearly identify who your customers are. With that information, you can get a head start on identifying your customer base.
Conduct Market Research Surveys
Whenever you go to corporate websites, you will notice that there are invitations to take several surveys or fill out online forms. If you fill out a form, you get a free membership to the company's online newsletter or some sort of reward like that. This is called market research, and it is a critical step in understanding your target audience. With this information, you can start to understand the people who are attracted to your product or service, but have not yet purchased from you.
Be Mindful Of The Competition
Your competition is not going to tell you what its target audience is, but you can find out for yourself simply by paying attention to who is buying the competition's product. You may be out at a restaurant one day and see someone using your competition's product that you would never expect to see using it. You can also go to online message boards and social media groups dedicated to your competition's product to see exactly who is buying those products and why. This will help you to expand your own target audience, and to find new markets to explore for the future.
It is impossible to create cost effective marketing plans without knowing the target audience you are speaking to. When you understand your target audience, then you can create marketing that speaks directly to the needs of your customers and develop advertising that will be much more cost effective.
Facebook Advertising Can Help Your Small Business
Digital marketing experts spend a great deal of time following various marketing mediums as they evolve and change. Perhaps no marketing medium has changed more over the past few years than Facebook. Over the course of time, Facebook has gone from an inefficient way to try and advertise your business to one of the most cost effective marketing platforms available. If you know how to use Facebook advertising, then you can get a lot out of it.
Reach A Focused Audience
One of the truly effective elements of Facebook advertising is that you can reach a very focused audience with every ad. Facebook is one of the few online platforms where users will give a wide variety of details about where they live, what they like, what they do, and the kinds of products they are interested in.
The primary benefit of this kind of detailed information is that you can conduct a series of advertising campaigns to promote different products and know that you are reaching the right audience. Few advertising platforms offer the kind of precise audience information and options that Facebook does.
Don't Advertise To Sell
If you want to get a high ROI with Facebook advertising, then don't try to sell products with your marketing. While you can choose the precise audience your marketing reaches, you cannot choose when your advertising is shown. That means that you are usually not going to hit your audience when it is in a buying mood.
When you advertise on Facebook, you should advertise to enhance your company's public image and build your prospects list. Each advertisement should be designed to capture your audience's attention and help increase your brand awareness along with gaining more social media exposure. You can also use your ads to collect customer prospect information from the people who click on your ads. Whether they buy a product or not, you will still have their information to add to your list of prospects.
Pay Per Click
Perhaps one of the biggest advantages to Facebook advertising is that it is set up as a pay per click marketing system, which means that you only pay when people click on your link. This means that your target audience will see your ads constantly, but you only pay if they actually click on the ad. Pay per click advertising is one of the best ways to get extended exposure without paying a lot of money upfront. With Facebook advertising, your ad is seen all day long by people who fit your precise target audience and can offer you a a great return on your marketing investment.
Collect Valuable Information
With Facebook advertising, you can see how popular your ad is and what types of results your ad is getting. The Facebook analytics let you see how many likes and comments your ad gets, the number of people who saw your ad, the number of times your ad was seen, and the number of times your ad was shared. All of this information is valuable in creating more effective Facebook advertising in the future.
Facebook advertising offers a very effective ROI for small business that have a tight marketing budget. With a captive community of millions of people to draw from, you will get the kind of exposure you need on Facebook at a very reasonable cost.