EM360 Digital Blog

02 Mar 2016

9 Keys for an Effective Target Marketing Strategy

The key to a suc­cess­ful mar­ket­ing strat­e­gy is first and fore­most know­ing your audi­ence. What is a tar­get audi­ence?  Your tar­get audi­ence is the peo­ple that you want to dri­ve in to even­tu­al­ly become con­sis­tent con­sumers. With­out know­ing your tar­get audi­ence, your com­pa­ny will nev­er ful­ly thrive like it could through social media. If you know who you are writ­ing to specif­i­cal­ly, you will be able to hit all the key points nec­es­sary to give you the traf­fic you were work­ing towards.

What is the desired action of your tar­get audi­ence?

  • Buy­ing your prod­ucts or ser­vices
  • Dona­tions to your com­pa­ny or orga­ni­za­tion
  • Edu­cat­ing oth­ers and spread­ing the word

What demo­graph­ic groups are most like­ly to take this desired action?

  • Age group
  • Edu­ca­tion lev­el
  • Gen­der
  • Loca­tion (local, region­al, nation­al, urban, sub­ur­ban, or rur­al)
  • Income lev­el
  • Marital/Family sta­tus
  • Occu­pa­tion

Here you must fig­ure out who will not only be pur­chas­ing your prod­ucts and ser­vices but also who will be most like­ly to take the request­ed actions (donate, vol­un­teer­ing, etc.)
How does your audi­ence think?

  • Atti­tudes
  • Behav­iors
  • Hob­bies
  • Inter­ests
  • Lifestyles
  • Per­son­al­i­ty types
  • Val­ues

What chal­lenges, frus­tra­tions, and needs do your audi­ence have?

  • Know­ing these impor­tant ques­tions about your audi­ence will give you a head start in shift­ing the pitch from how they can help you to how you can help them. Show­ing your audi­ence that they are not just anoth­er dol­lar sign, they are in fact valu­able and you need them will pro­vide humil­i­ty and appre­ci­a­tion.

How does your idea, prod­uct, or ser­vice help your tar­get audi­ence?

  • What will moti­vate your audi­ence to pur­chase it?
  • What prob­lems will it solve?
  • How will it make their lives eas­i­er?

What dri­ves your audi­ence to make pur­chas­ing deci­sions?

  • Donat­ing
  • Vol­un­teer­ing
  • Shar­ing

What obsta­cles lay in their way? What moti­vates them to take that final step?

What media do they cur­rent­ly use?

  • Mag­a­zines
  • Tele­vi­sion
  • Movies
  • Web­sites
  • Social media – With social media find out dur­ing what times they are most active and the con­tent they tend to engage with (fol­lows, clicks, com­ments, shares, likes, etc.)

How can you best reach your tar­get audi­ence?

  • Depend­ing on the age, gen­der, inter­est, etc. of your audi­ence you will be able to deci­pher the best ways to reach your tar­get audi­ence such as, Face­book, twit­ter, Insta­gram, Pin­ter­est, etc.

Are you con­fi­dent in the tar­get audi­ence you have cho­sen?

  • If you are dri­ving in only a hand­ful of cus­tomers, you may have bro­ken down your tar­get audi­ence a lit­tle too far
  • If you try to appeal to every­one, you will more than like­ly appeal to no one
  • Be sure to ques­tion your assump­tions. “Will they real­ly ben­e­fit from my prod­ucts and ser­vices?” “Do you tru­ly under­stand what goes into their deci­sion mak­ing process?” “How real­is­tic is it that you will be able to effec­tive­ly reach them with your mes­sage?”

It is cru­cial to under­stand the neces­si­ty of mar­ket­ing tar­get audi­ences. If you under­stand the core make up of your tar­get audi­ence, you will be bet­ter posi­tioned to write the per­fect mes­sages to dri­ve in your desired audi­ence.


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