Anyone owning a business has to know who is in their customer circle, but just that rough idea will never be enough in this competitive market. One has to go deep into the details otherwise you are marketing to everyone hence spending too much and missing opportunities to increase sales
The marketers need to know both their target audience (the economic buyers) and target market (prospective beneficiaries). The target market is a group of individuals who gain from your products and services. The target audience are the people you’re selling to. For example, if you are selling short courses to an organization, the target market will be the employees and the target audience will be the CEO’s of that organization.
Target marketing aims to connect with a group of consumers most likely to purchase what you have to offer based on demographics, past buying history, and other data.
Specifying your target market will be a great deal because it will help you to narrow your target and put your resources on the right people that will be interested in your products or services
For example, if a wife sends her husband to buy food at a grocery store, he will buy a lot of stuff that is not necessary, which will turn out to be a waste of time and money. But if she gives him the exact list of what she wants, he will not waste money because she is specific on what she wants.
Being specific is very important when it comes to digital marketing. Most CEOs think that their products or services are good and will be liked by everyone that introduce them to which is not always the case. Not to leave out the fact that the language you use when marketing to a CEO is not the same language you are most likely to use when talking to a millennial, an example will be that not many CEO’s know the term “it’s sleek”
First gather information about your target audience. You can start by looking at your site’s analytics and find out who visits your site, age, gender, what sites they came from and key words they used. Another way is to interview customers by asking them about themselves through phone, survey, emails and others. Asking your sales team about the leads they are closing deals with can also give you a lot if information, looking at your competitors, websites, social media posts, and the customers they deal with.
Putting all the above in to consideration, it will be easy for you to identify where to concentrate your marketing. Therefore, instead of putting ads anywhere or everywhere, these basic steps will help you focus your marketing strategies in the right places.