Data Management

Defining Target Audience

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.

Getting Past Online Marketing Failures

Online marketing, even with trial and error, is an excellent way to gain newfound success. With older companies, the switch to online marketing requires strategy and time.  Frequently, a misstep can discourage companies from continuing online marketing. However, with expert help at setting realistic goals and a redefinition of progress, your company can succeed easier than you ever imagined. Online marketing is a great way to propel your company into the future and solidify the newer generation of consumers as your loyal clients.  What Admail West loves is that even an online marketing “failure” can be re-evaluated and turned into that thing that brings your next big success.

Online Marketing Failures Turned to Successes

Social Media Marketing

This occurs often in small businesses. An owner attempts a social mediamarketing which costs much more in time than the revenue it generates. While some business owners would quit here, we find this to be the best opportunity to step in. Failure is data, and data is a better understanding of your customers' behaviors. In marketing, there are no failures, there is only more information. Taking into consideration what does not work allows you to hone in on the science of what does. With the right understanding of your information, your social media will become a powerful tool. It doesn't matter than it hasn't worked in the past.

PPC Advertising Gone Stale

PPC ad campaigns that failed often turn business owners off of integrated marketing. However, behind every single PPC campaign is a wide variety of data that Google stores. That information allows experts to create a strategy for you that not only boosts PPC response, but also flows into all forms of your online marketing. You'll never see a lack of leads or low click rate as failure. See it as data for the best strategy for your next time around.

The Grass Is Greener

There is great opportunity in our failures. We just have to look clearly, looking back at them and investigating what went on will narrow down your strategy till it’s spot on. Our team at Admail West can help you analyze past online marketing and devise a plan for your next marketing campaign. In reality, knowledge is power. Every attempt is one step closer to success.

Contact us today for an online marketing audit. We can help!