Whether you are starting a new business or have been in it for years, it is crucial to understand your target audience. Failing to do so and assuming that “everyone” is part of your audience or customer base can severely hinder your business growth. In addition to knowing your target audience, businesses should also understand the best way to communicate with them. Every business has a core group of people who would be ideal for its products or services.
For example, a pet supply store would have the most significant impact by targeting pet owners. Seeking partnerships with other pet organizations or local pet shelters to offer discounts or deals to people adopting a new pet is a great opportunity. Placing a pet supply store ad in a corporate business publication or trade publication that has nothing to do with animals will not reach as many potential customers as a pet-themed magazine. In social media, joining pet-focused groups or following other pet-themed social media pages to learn more about the industry and possible collaborations could reach a broader target audience.
If your business is a retirement community seeking new residents, promoting your organization in a 55+ community makes sense, as individuals may seek more options and amenities as they age. However, promoting the retirement community at a local college would not reach as many prospects. This is not to say that it would eliminate any reach to possible residents in the future. Maybe a college student would see it and think about a family member that could benefit. However, promoting it in communities or even activity venues geared towards senior citizens would give greater exposure to the largest target audience.
The boating industry is another area that targets a particular audience. Promoting boats, marine products, and sales makes sense in coastal regions or areas with lakes and rivers encouraging boating. Targeting your audience in a desert or mountain region dramatically minimizes the chance for sales since the ability to use boats in those areas is smaller. This does not mean there are no boating opportunities in those regions; it just means that connecting with a larger area of potential customers is better where boating is greater. With the boating industry, taking advantage of social media could be advantageous by creating visually compelling videos on the benefits of boating or the features of a particular boat.
Conclusion
Ultimately, you must think like your audience to know who they are and how to reach them. If your business is already something that you enjoy, this should be pretty easy. Consider where you search for pet supplies as a pet owner. In the retirement community realm, think about what retirees enjoy doing. Are there clubs or activities that tend to be geared more toward senior citizens? You will likely enjoy boating activities if you work in the boating industry or a retail boat supply store. How do you find the supplies you need for your boating days?
Thinking along these lines will help you as you research and build a communications plan to promote your business and ultimately achieve your goals. Knowing your target audience and the best way to connect with them is crucial for revenue and brand growth.
I would love to help you create a plan to focus on your target audience and how to best connect with them. Contact me today for more information!