Understanding your audience is key to any marketing campaign, either on- or offline. With online marketing, though, it’s actually easier than ever to really get to know your target audience and better market your business to them by tweaking advertising, social media presence, and even your website. Imagine being able to remodel your store every day; it’s sort of like that!
Identify Your Target Audience
What audience are you trying to reach? You should already have a good idea of who buys your products or enlists your services. If you’re selling lightly used, high-end fashion pieces, you’re going to have a very different audience than if you’re marketing a dog-walking or house-cleaning service.
Before you even open a browser to start an online marketing campaign of any kind, you need to first identify your ideal customer. How old are they? Are they male or female? Where do they live? What brands do they prefer? What are their hobbies? The more you can identify about them, the better you’ll be able to use online analytics, statistics, and other tools and services to get to know them and cater your marketing strategy to them.
Find Out Where They Hangout Online
A quick Google search can tell you a lot about the demographics of users on Facebook, Twitter, Instagram, Google+, and LinkedIn. With this information, you’ll be able to tell which social network(s) your audience spends the most time on and focus your marketing campaigns where they’ll do the most good.
To really understand and get to know your audience, though, you’re going to have to rely on more than just a few Google searches and analytics tools. You’re going to have to get engaged and involved with your audience.
Take a Survey
What does your audience expect from you? What would they like to see you do more (or less) of? What products or services do they love? What products or services would they like you to add? A quick online survey can get you the answers to all of these questions and help you really understand your online audience. But how will you get them to fill out a survey?
You can entice your audience members to fill out your survey and give you a little bit more information about themselves by holding a contest on Facebook, Twitter, or Instagram. Post a link to the survey with a message like, “Fill out our customer survey for a chance to win a cool prize! Help us serve you better, and you could be a winner!”
The prize doesn’t even have to be anything particularly expensive, just something that your audience would like. You could give away a gift card to your store, a coupon for discounts on goods related to your services, etc.
Get in the Conversation
In addition to surveys, you can also learn a good deal about your online audience by responding to comments and questions that they leave on your website, blog, or social media pages. The more you engage with them, the more of an emotional bond they’ll build with your brand, and the more you’ll learn about them, too.
Remember: building your customer base online is just like doing it in person. It happens one transaction and one conversation at a time. If you’d like help finding and reaching your customers online, contact us for a free consultation today!