Effective marketing involves reaching out to the right audience. If your marketing strategy is too broad, you could end up reaching out to the wrong people.

Narrowing your marketing strategy in order to focus on the right consumers can help you to get more bang for your buck. Here are just a few ways to narrow your marketing strategy so that you’re getting better results.

Know your target market

Some products and services have a universal appeal. These include things like food, healthcare and home essentials.

Other companies meanwhile may have more of a niche appeal. Identifying the audience that makes up this niche is important for fine-tuning your marketing strategy.

In all cases, there are likely to be certain trends that determine the types of people most likely to buy your product. For instance, practically everyone uses toilet people, but the people buying the most toilet paper are likely to be providers of large families and owners of service industries.

There are a few ways to identify your target market. Start by looking at your existing customers and picking up any demographic trends such as the average age, gender and location – you may be able to use analytics and customer surveys to gather this data. It’s worth also doing some research into your competitors. There are ways to access data analytics on competitor websites as well as including competitor research in surveys.

Know which channels they’re using

There are certain marketing channels that your customers may be drawn to more often. This is worth thinking about so that you’re not wasting time and money on targeting channels that your customers aren’t using.

Take social media marketing as an example. While it can benefit most businesses, you need to carefully consider the types of social media platforms that your customers are using and the type of content you can realistically promote. An accounting firm is unlikely to get much use out of Instagram, while a tattoo artist is likely to get of interest through this platform. B2B companies tend to get most customers via platforms like LinkedIn, while B2C companies may get more customers via a platform like Facebook.

Target the right locations

It can be beneficial to know which locations your customers are likely to be found so that you can focus your marketing in these locations. If you sell laptop cases and suitcases, you may benefit from targeting commuters in certain locations such as via posters on trains. If you provide landscaping services, you could find it beneficial to post flyers through specific doors of homes that have outdoor yard space.

You can also use location targeting in digital marketing. The likes of local SEO and local PPC marketing are able to use geo-targeting to focus on customers living in a certain area. This can be useful when trying to promote a local plumbing service or local restaurant online. You can even look into Google Maps marketing. 

Find your USP

A USP (unique selling proposition) is the element that makes your company unique from your competitors. Having a USP allows you to more easily stand out and could be a way of targeting specific gaps in the market that are yet to be tapped into.

For instance, if you’ve recently opened a bar and there are lots of other bars in the area – you could find it difficult to pull in customers without having a unique appeal. Perhaps you’re the only bar that has a pool table. Alternatively, you may specialize in craft beers or food. These are all things that can make a great USP and they should be a focus of your marketing.

Sometimes a competitor may try to steal your USP. Pay attention to this by monitoring your competitors so that you can alter your USP if necessary. 

Fine-tune your keywords

When it comes to SEO and PPC advertising, targeting the right keywords is essential. A lot of companies make the mistake of going too broad with their keyword choices – while broad search terms are worth optimizing, you could find that many other companies are also targeting these keywords. 

Considering more specialist search terms could help you to target consumers that are potentially more relevant and interested. For instance, someone searching ‘cheap office chair’ is likely to be more interested in purchasing office chairs than someone searching ‘chair’. Specialist keywords are also less likely to be triggered by inappropriate broad match terms. If you’re selling office chairs, you don’t want your adverts and search listings coming up for users that are searching for dining chairs or deck chairs. 

Time it right

Sometimes timing can have an impact when marketing your product. While year-round marketing can be worthwhile, there could be certain times of year when you want to really push certain products due to a higher or lower demand. If you run a campsite for instance, you may find that it’s best to heavily advertise in the height of summer when competition is fierce, as well as advertising in the winter (if your campsite is open) when demand is low and you’re not getting business.

With social media marketing, even the day and time can play a significant part. If you want your post to get as many views as possible, you could find that there are certain times of the week when your followers are more active online. For instance, if you’re marketing to businesses, you could find that Monday to Friday business hours are the best time to publish a post, while the opposite may be the case when marketing to consumers on personal accounts. 

Use a specialist marketing company

If you choose to use a marketing company to help you promote your company, consider whether a general marketing company or a specialist marketing company is likely to have more of an impact. 

Nowadays, there are specialist marketing companies for everything from gym marketing to pest control marketing. These specialist marketing companies may understand your target market better and may have a better understanding of the unique strategies required to make an impact. 

You may have a limited choice of options when looking for specialist marketing companies, which could be the one drawback. Some general marketing companies may be able to offer better pricing or more flexible campaign options, but you should weigh up whether they will have the same impact.

Be careful of going too narrow

While narrowing your marketing strategy can help you to attract more customers, you should be careful of going too narrow and targeting too small a group. If you already run a very niche business, your customer base will already be limited and you don’t want to restrict this further. For instance, if you sell vivariums for pet reptiles, you’re already targeting a very niche market (reptile owners) within a niche (pet owners). In these cases, it can sometimes be better to broaden your marketing by targeting pet owners in general as well as reptile owners.

As with anything in life, it’s about getting the right balance. Sometimes you will attract customers through broad marketing just as you may target certain customers through very specific marketing. Assess your marketing regularly to make sure that the balance is just right.

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