What’s more effective at getting your message across: a one-on-one conversation or yelling into a crowd? Of course, the one-on-one conversation, as long as you can make your message resonate with that person.
When trying to reach your target audiences, a one-size-fits-all message is like shouting at a crowd: it will not work. What one demographic needs will differ from another, and whether that group will listen depends on how you present your information. New audience members should almost feel as if they were having a one-on-one with you. Targeting your specific audience helps build a relationship and thus trust in your brand. When you try to reach too many audiences at once with the same message, you dilute the message, and in turn lose credibility and attention.
So, what can marketers do to effectively reach new audiences?
- Identify
Who are you trying to convert or win over? Identify your different audiences and what you specifically want to accomplish for each. Engagement could look like views, follows, shares, or purchases. Know what your call to action will be and who you want to act.
For example, WCM worked on a drug education campaign in which we needed to reach two specific audiences: teens and young people, and parents and educators. We wanted young adults to learn about the dangers of drugs, and for parents and educators to know the importance of their role in educating them about these dangers.
- Focus
If you’re trying to get everyone, then your plan is too broad. Target one audience at a time. You might have non-target audience seeing your content, but remember your end goal and focus on the people you want to reach in order to accomplish it. Following the above example, WCM redesigned two separate websites for each target audience in the drug education campaign. Whether you are looking to revamp your website or beef up your social media presence, knowing who will be interacting with your content will help you to sharpen your marketing plan and accomplish your goals.
- Tailor
Make sure you are speaking to your specified audience. You don’t need to take on a disingenuous persona or tone, but use words that will resonate with your particular audience while maintaining your brand’s voice. Consider using infographics or relevant images to deliver your message. Knowing which platforms are best to reach certain demographics will help you to create content specific to your target audience and the media they use.
- 4. Be Proactive
“Build-it-and-they-will-come” is too passive an approach for social media. You need to seek out your audience. Find which social media platforms they use, join conversations, and follow-up. Using trends specific to these social media platforms will help your content get noticed, and if you’re engaging with the right trends, you will be able to reach more of your desired audience.
- Monitor and Adjust
Is your target audience responding? Social media platforms and website tools can generate analytics data that tell you who you’re reaching based on age, interests, location, language, and more. This data can give you an idea of who’s engaging with your content and if adjustments need to be made. Depending on what you find, you may need to tweak your content, or revamp your messaging entirely.
The return on time invested is far more worthwhile than trying to make a one-size-fits-all situation. Your audience will respond, and your campaign will ultimately have more success.
(Image courtesy of Mike Chai via Pexels)