When it comes to selling, defining your target audience is essential to success. Most products fall into a niche market and are only appealing to select people. At Admail West, we spend so much time looking at data to better understand what makes your target audience so special. Then, we market to those qualities. This strategy provides excellent results, every time.
Let’s say you are in the solar panel industry. Your company installs and services solar panels on residential properties. This example is easy enough to figure out the target. The target audience is homeowners. However, targeting more affluent homeowners with larger electricity bills is an even better target market. The question is then what is the process for defining your target audience?
Consider the following:
1) Creating a profile for different types of potential customers
2) Determining where the audience is. (This pertains to where they are geographically but more so where they are ‘media wise’.)
3) Researching past success of other competitor companies
4) Looking at the profiles of people who have purchased product from you in the past
5) Establishing behaviors of purchasing clients through campaign analytics
Start with the small stuff, like location. For example, it’s dark in Norway for half the year, so we aren't going to market solar panels to them. Sorry Norway. If you are thinking Geographically, maybe focus on sunny areas like San Diego. See it's not so hard defining target audience for your company?
It’s fair to assume that there is at least one computer in any of the target households and it is possible, if not probable, that at least one head of the household is using social media. Unless you are targeting a much older demographic, you target audience is primarily online.
Choose a Way to Reach Your Target Audience
PPC or Pay per Click advertising, are the ads presented at the top and sides of your Google search results. They are triggered by certain search terms. Homeowners searching something like ‘saving energy’ or ‘green technology’ may see PPC ads for solar companies or energy saving appliances. This is an effective means of targeting and advertising to a specific group of people.
Most people have some means of social media to stay connected. Once you have a target audience, try and reach them through ad campaigns. Facebook is great way to target certain demographics and they have their own advertising similar to PPC. An ad you place with Facebook would be presented to certain homeowners based on their age, profile content and search history. After that it is hopefully being clicked on by homeowners who are interested in your product or services.
Anything else we can assume about homeowners? They have mail boxes. Purchasing a mailing list of a specific demographic, and sending out direct mail is a great way to market your business.
Admail West creates custom marketing strategies and is an awesome direct mail service. We have created successful marketing campaigns for all types of businesses. If you’re looking to increase marketing efforts for your business, contact our team at Admail West and find out how we can help you find and reach your target audience.