The internet has demonstrated its value…
We all know how vital an integrated online strategy is for organizations, big and small. While it is important for organizations to understand that marketing themselves online is a brave new (and ever-evolving) world; it is also important for these same businesses to realize basic advertising principles still relate and they shouldn’t neglect these principles. Most importantly those who market from their online presence have to first be aware of who their target audience is and how to reach this particular audience.
Market research is easier than ever.
As with any marketing campaign, organizations should always perform market research before they launch their Internet marketing campaign. Ideally this will involve hiring a research consultant with a great deal of experience in conducting and evaluating this type of market research. The results of this research should determine the basic demographical information for the target audience. The results should also include information on how to reach this target audience. We offer what we think is a good viewpoint on your audience as a part of our free website analysis on our site.
But don’t ignore what you already know.
The truth is, especially as a small business owner, you probably already have an excellent pulse on your audience. You know a lot about your customer and you shouldn’t ignore that. But there are also a few other things you can do, to gain a better understanding of your core audience. For instance: informal polls of current clients. What do they appreciate? What could they do without? What do they need more information on? Besides your products and services, what ELSE are they paying attention to?
Now use it!
Once this information is obtained, it is obviously important to tailor the Internet marketing campaign to appeal to the target audience. There are a number of different variables which can be modified to ensure the right message is reaching the right people in a manner they can understand and in which they can relate. Our digital tailors take advantage of all these opportunities including the aesthetics and user experience of your website, the design prowess of your advertisements, the wording of your copy and the use of more advanced design features such as audio and visual or interactive tools.
The aesthetic appeal of a website can greatly contribute to how the website is viewed by the members of the target audience. A website which is designed to attract the attention of an older generation with more conservative tastes should include muted colors, clean design and conservative graphics. This will help to ensure the target audience enjoys the website. Conversely if you are looking to appeal to a younger audience with more liberal viewpoints you might choose to design the website with bold colors, eye catching graphics and creative design features.
The copy you include on your website should also take your target audience into consideration. Consider the examples of a conservative and a liberal audience listed above to create a better understanding of how the copy on your website can appeal to the target audience. When marketing to a more conservative audience, the copy should be tailored to use formal language and use facts to back up viewpoints. However, when you are marketing to a more liberal audience or a younger audience you can consider using less formal language which is likely to appeal to the target audience. You can also focus more on captivating emotion to express viewpoints or gain support for causes.
The example we sometimes use is: Is your customer a homeowner who enjoys fishing? (You might sell home decor with a fishing vibe) Or is your customer a fisherman wealthy enough to own a home? (Maybe you sell fishing boats) – The point is, thinking outside the box about your audience can prove enormously impactful on your overall marketing strategy.
But in the end,
If you truly understand the psychology of your audience, marketing your organization online will be relatively intuitive and straight forward. However, maximizing that knowledge to make some incredible things happen for your organization is what we do. Let’s talk about what we can build together.