Have you ever heard the expression “barking up the wrong tree”? It means your efforts are misplaced, and it can apply to mismanaged marketing. Casting a wide net with a vague message and crossing your fingers, hoping to catch the attention of people who are interested, doesn’t produce results. Consumers expect relevant communication. You’ve got to know your audience and tailor your content to them. How?
Here are 10 questions to consider:
- What’s their life stage? If you’re promoting youth services, you may be speaking to school-age children or parents, so your content should be fun and easy to read. If you want to reach retirees, your method may need to be more focused on direct mail and newsletters.
- What’s their economic status? Knowing this tells you their purchasing power.
- What’s their gender? Be careful with this one; a focus on stereotypes can alienate some consumers.
- What’s their level of education? More education tends to lead to different priorities and buying habits.
- What’s their attitude toward money? Luxury buyers and budget-minded spenders are interested in different services.
- What’s their community like? You’re going to see a difference between big-city dwellers, small-town neighbors and rural farm families. Lean into local images.
- What’s their cultural background? Materials ought to be sensitive to that: the people shown in images, the wording used, even the annual holidays and rituals recognized.
- What are their beliefs and values? It’s helpful to know what your audience cares about.
- What products and content do they consume? Think about whether they’re on social media; that platform is more often used by younger generations. IP targeting allows you to find out what events your audience attends (home and garden shows, fitness competitions, healthcare expos) to gain more insight.
- How does the season affect them? The message that matters can depend on whether it’s cold outside, when it’s time for school to begin and whether we’re all working on our taxes. Other annual events also come into play.
You’re on the right track if your message resonates with recipients and moves them to act. Want help? image.works has been doing this for over 25 years, and we’d love to partner with you. Your marketing can do more with our creative copy, eye-catching imagery and strategic campaigns that are audience focused. Contact an account representative today to get started!
Sources: https://www.snowflake.com/trending/audience-analysis-demographics/, https://blog.hubspot.com/service/know-your-audience