Part Four: Defining Your Target Audience
Welcome back to our blog series: Building a Successful Strategic Marketing Plan!
In case you’ve missed them, you can catch up with our previous posts by clicking the links below:
Now that we’re actually building our marketing plan, it’s time to define your target audience. We hear quite often, “Everyone is our target audience!” As much as we wish that were true, it’s not. Check out a recent post we did specifically about this topic!
Identifying your target audience(s) in your marketing plan enables you to align your tactics with that audience for a better marketing spend ROI. Think of it as the rifle vs. shotgun approach. Knowing your audience will make you a smarter marketer, attracting the same audience to achieve your business goals.
Let’s walk through an example.
A business goal is to increase attendance at a specific event. From your research, you know that the majority of attendees to your event are females between the ages of 35 and 55.
You want to find more attendees like these (we refer to them as “clones”) to increase those event registrations. So “females between ages 35 – 55” is a target audience.
Your research may or may not have also told you how these individuals like to be communicated to or their interests. If it did not, you may need to do some additional research to find these things out. For instance, do they read specific publications? Which publications? Do they prefer snail mail to email? How much time do they spend on social media and which channels?
The more you know and can pinpoint about your target audience, the smarter you can be with your marketing dollars and attracting them into the sales funnel as a lead and potential new customer.
You may have one target audience or many depending on the business goals identified. Regardless of the number, make sure to include who they are within your marketing plan as a reminder of who you are trying to attract.
Stop by next week for part five!