By: Tricia Borren
If you run a business, you need to target specific groups to get the most money for your marketing dollar. Unfortunately, doing so can be a costly process if you don’t take the right steps. Below are six of the best tips and tricks for targeting those groups effectively.
Go Where They Go
Always be willing to go outside of your comfort zone to connect with your customers. If you can go to a festival or fair, you have a chance to interact with your customers on their turf—a great way to learn about their real wants and needs.
Know What They Know
Your customers rely on certain sources of information to find out what to buy, who to avoid and where to go. Your job is to make sure that you make use of these sources regularly so that you are aware of what your target demographic thinks about your business. Joining sites like Yelp or Google+ can help you place your finger on the pulse of your community.
What and Why
Learn what your chosen group wants and why they want it. If you are in the midst of pet marketing for a vet, take some time to ask your customers why they buy certain products or request certain services. While market research is incredibly helpful in learning about your community, nothing works better than simply asking a question. If you don’t feel like going one on one with customers, offer a survey or similar interactive campaign. You might be surprised by what you have missed.
Everyone uses social media, regardless of gender, age or income. A simple social media account that connects with your demographic can work wonders for your foot traffic. Make sure to target those sites that are most in line with your demographics—younger people tend to use Instagram or Twitter, while their parents and grandparents are more likely to use Facebook. Making a social connection is a great way to stay in touch with your chosen groups.
There is no reason that you should run an advertising campaign and simply hope that your target audience has seen it. Instead, take the time to ask your customers what they think about your new campaign. For example, offer a discount if they take a survey, but make sure that you get enough of a cross-section of your chosen demographics that you can tell what works and what does not. Don’t just rely on your own judgment—go straight to the source for information.
Finally, make sure that you spend time reaching out to your target demographic. For most small business owners, this means employing the same kind of people that you want to attract to your store. Take a look at stores like Abercrombie & Fitch or Hollister—each employee is a living advertisement to their peers. Follow the same path and you will find success.