It seems today that success or at least popularity with both individuals as well as companies is measured in the number of friends or followers or email subscribers. In reality, this is a meaningless number for a business and spending time just gathering large numbers in your audience is a waste of effort, productive time and money.
There is no value in sheer numbers when it comes to social media marketing, campaigns using text messages, bulk mailers or email campaigns. In fact, in many ways, the larger the audience is in these groups can actually reduce your return on investment unless they are a quality audience.
What Makes a Quality Audience?
Think of a quality audience as a preferred lead or a qualified lead. These are the people that are most likely to be interested in your product or service and who are also qualified to make a purchase.
For example, if you were marketing for high-end sports cars, the eighteen to thirty-five-year group is most likely the key age when it comes to absolute interest in the vehicle. However, you would also want professionals with the ability to afford the car. Marketing to all eighteen to thirty-year olds could allow you to have a lot of social media followers that like your car photos and links, but they are not qualified leads.
A quality audience is also a consumer or a business that has a specific need or want. Moreover, this need or want, or a challenge they face, can be addressed through your product or service.
Understanding Your Target Audience
The more specific you can be in developing a profile of your target audience the people that are most likely to be interested in your product or service) the more you can develop specific campaigns.
The purpose of developing this profile is not to restrict or exclude, but rather to appeal to qualify and qualified end consumers. Others that are not in the target profile may also find your product or service of value, so you don’t want to limit your exposure, but you also need to attract the attention of the best consumers to match with the product.
What To Consider
The most common mistake that businesses make in developing a target audience profile is to stay too general and vague. The more specific you are, the better you can understand the audience and develop a marketing message that resonates.
Ideally, when developing a quality audience profile consider age, gender, location, education, income, occupation and areas of interest. Additionally, and for Millennials this is important, find out what they are passionate about and how their values are important in their buying behaviors.
By having the ability to create messages to this specificity, you will find qualified audiences respond. Additionally, with analytics in place, you can further refine your messages to have a high appeal to the audience that is most likely to buy while also seeing what attracts other consumers of different demographics.