Top 5 Ways To Know Your Target Market & Demographic

One of the top marketing mistakes is rolling out content without an audience in mind. What is the purpose of the content? Why are you publishing it? To answer those questions, it is imperative to know your business’ demographic. This will help discover your specific target market. Who will enjoy this content? Who am I reaching? Most people assume that everyone can benefit from their business. However, this isn’t entirely true. There are certain people based on age, gender, location, personal habits, and buying personality that could be more likely to purchase from your business. Knowing your business’ demographic will make it easier to reach those specific people in your target market.

Demographic or Target Market

Demographic and target market are closely related terms. However, they are not interchangeable. A target market is a specific group of people you want to target who would be more likely to purchase your product or service. This market could be large or small. However, you need to define this customer base with a demographic.

What Is My Demographic?

How do you know your existing demographic? Check your social accounts. Who is engaging the most? What are their age ranges or generations? Where are they located? What language do they speak? What are their spending patterns? Check their interests (tv shows and other businesses they interact with). What is their life stage (new parent, college student, retirees, etc.)?

All Gender Demographics

As the world changes, it is important for businesses to remember that not everyone fits into a gender demographic box. Gender isn’t always binary and some including transgendered people may not fit in a narrower demographic. However, it is important for a business to be successful to be as inclusive as possible. Always check the content and messaging language to ensure it is included and not alienating potential customers.

Know Your Target Market

Now that you have an idea of who is interested in your product or service, it is important to define your target market. There are three types of markets.

  1. Consumer market – includes individuals and households who buy goods for personal benefit.
  2. Industrial market – direct use purchasing for use in daily operations.
  3. Reseller market – wholesalers and retailers who purchase finished goods to resell for profit.

When discovering your own target market, start broad. Then, start honing in under it becomes more defined. For example, as a real estate agent, you would want homeowners looking to sell as a potential demographic. Further narrowing, you want homeowners with older children, nearing retirement age who may be wanting to downsize or relocate closer to their grandchildren. This will help narrow messaging and content creation to reach these individuals.

Target Market Example – Lush Cosmetics

target marketEven though Lush Cosmetics can appeal to everyone. They have defined their branding as environmentally friendly, socially cognizant, and animal testing free.  Plus, the brand does not play into gender stereotypes even though cisgender women are more likely to purchase beauty products. Lush was ahead of the gender-neutral cosmetic curve.

Another target market that Lush is aiming for are vegans as over 80% of their products do not use any animal by-products and are hand-made by actual people with full adherence to fair trade practices. Therefore, their target market is most likely:

  • Individuals 30 years old or younger
  • Vegetarian or vegan
  • Values socially responsible trade

This doesn’t describe everyone who purchases Lush products, however, this is who they target with their marketing.

Need Help?

Did this article get your thinking about your specific business, however you need a bit more help figuring out your business’ specific demographic or target market(s)? Don’t hesitate to contact us for a strategy session! We offer hourly sessions where we will strengthen your brand help identify who you should be targeting.

Top Reasons Why You Need a Call to Action

A Call to Action (CTA) is one of the most important aspects of marketing. When developing content, before a single word is written, a CTA should be defined.

What Is a Call to Action?

A “call to action” or CTA is a common marketing term. A CTA is one of the most important aspects your content marketing should have. A call to action is a phrase used to tell a user exactly what action to take and how to take it. This could be “Buy Now”, “Subscribe”, “Learn More”, etc. For Facebook and other social media platforms, this could also mean sharing, liking, or commenting on a post.

According to Marketing Experiments, consumers go through a six-step process before clicking a CTA on an email or landing page:

  1. Arrest attention
  2. Build a connection
  3. Solve a problem
  4. Develop interest
  5. Build suspense
  6. Transfer momentum

So, what makes an effective CTA?

Constructing An Effective CTA

It is important when adding a CTA to a website or blog to keep in mind the design, message, and placement of the CTA. Keep in mind when adding a CTA to your website to keep it simple and relevant to the overall design aesthetic of your site. The CTA should be a clickable headline or button that spurs action. The message should also have a few compelling words to get your visitor to complete the CTA. Don’t mislead but ensure that each CTA is tailored to your audience. This could be mixing content such as eBooks or videos that will be helpful to website visitors.

Also, keep in mind the placement of the website CTA. According to a HubSpot CTA study, it’s estimated that only about 6% of leads come in through blog post CTAs. Most readers don’t read the entire blog. However, relocating the CTA to a text headline in the middle of the post jumped lead conversions by 90%.

Keep in mind that without a CTA, there is no way to measure if your website or piece of content marketing has been successful.

Measuring CTA Success

It is important to not just have a CTA, but also to measure its success. There are three key metrics to consider: Click-through rate (CTR), clicks to submissions, and views to submissions. A CTR is how many people saw your CTA and then clicked on it. Then, after the CTA was clicked, how many submitted a contact form or produced another step to receive more information? Views to submission mean the percentage of people who saw the CTA, then converted into a lead. It helps to continually keep track of these metrics to help form new CTAs in the future. What CTAs would be the most beneficial to your audience? Comment below.

How to Automate Social Media Posts

Whether you are going on vacation and need to schedule posts while absent, or you don’t have time to post every single day, it is convenient to know how to automate social media posts.

Best Solutions to Automate Social Media Posts

Later

Cost: Free

Later, formerly Latergram, is a great tool to automate social media posts, especially Instagram. The user-interface is very design-forward, which makes creating a visual story a snap to accomplish. Also, there is a great Help Center to assist with any questions with scheduling posts.

IFTTT

 

Cost: Free

IFTTT (stands for “if this then that”) facilitates the most common platforms to communicate with one another. This service bridges Apple or Google calendars into actions with social media platforms. Create a hashtag on your calendar, and it will automatically be posted to Facebook. Link your phone to automatically post videos to Instagram. Anything you can imagine could be automated. The personal plan allows 3 integrations for free.

Planoly

Cost: Free

When posting on Instagram, it is important to keep branding at the forefront. This includes a standard filter or color palette. Planoly allows users to do just that. Create a plan for all future posting photos to ensure the profile meets brand standards and flows.

Buffer

Cost: Free

We have shared a lot of Instagram-related tools, however, Twitter is a popular social platform that shouldn’t be ignored. Twitter boasts 330 million monthly active users. Of these, more than 40 percent, or more specifically, 145 million, use the service on a daily basis.  However, Twitter is a platform known for sharing information quickly. Buffer helps queue future tweets as you discover articles you wish to share. There is also a browser extension, so any webpage instantly becomes tweet-ready. Keep on top of the industry with ease.

Hootsuite

Cost: Freemium

It isn’t completely free, but it is important to mention, Hootsuite since it helps a business automate all social platforms. Plus, you can be alerted to engagement with posts or any mentions of your company. It is free for a user to connect three social profiles and schedule 30 posts. However, if your business needs more connected, then it costs $29/month.

Need More Help?

Need more help in deciding the best way to automate your social media posts? Why not reach out today? We offer free strategy sessions to help get your business noticed in all the right ways.

How to Get More Reviews to Boost Sales

It is important for businesses to have a variety of reviews from different platforms when a potential client searches for your business.  90% of customers say that their buying decisions are influenced by online reviews. This means it is important for your business to get more reviews in order to boost sales.

First, Be Able to Be Reviewed

In order to get more reviews, your clients need to have a location to leave feedback. There are many places to choose from. This includes Yelp, Google My Business and Facebook. It doesn’t hurt to have a profile on all three places. In fact, having multiple links to external sources can help your SEO on your website. However, if you wish to concentrate on one or two, it is recommended to focus on Google and Yelp.

Get More Reviews

Gathering reviews do not have to be complicated, but it needs to be part of your business’ customer service system. Automatic emails sent in a week after purchase asking for a review with a link to whichever profile you wish is a great way to get more reviews. The easier you make this process the more likely you will receive reviews. Want a more in-depth customer experience? Why not turn it into a case study? A case study is how a client used your product or business that allowed their lives to be easier or filled a need they had. This is an excellent way to have your customers speak about your company in their own words and reach other buyers just like them.

Follow the Rules

The first instinct on soliciting reviews may be to provide an incentive for customers to leave great ones. However, do not do this. Many review sites like Google can fine a business if it realizes you hosted a raffle, give away for a review.

So, how do you get more reviews? You can offer a discount if a customer leaves a review. However, they must disclose in the review they received a discount offer. This may seem counterintuitive to sales, however, the more positive reviews a business has the more likely a new client will trust them.

What About Negative Reviews

Many businesses will try to contact Google to remove them or try to ignore these reviews. However, it is better practice to address the concerns in a professional manner. This shows other customers that you care about everyone having a good experience with your company. To do this, first objectively review what was said. Was there anything truthful to the comment? Was customer service slow that day? Did someone accidentally skip cleaning the restroom? Did communications fail with this client? These negative reviews could be opportunities to strengthen your business.

So, how to respond? Acknowledge their comments and promise to do something about it. Make sure to not argue even if you disagree. One wrong word could easily turn into a social firestorm.  67% of people say a customer service interaction is bad because the person they were dealing with was unpleasant. Aim for professionalism and objectivity.

Lastly, don’t wait to respond. A prompt response signals that customer service is a priority. Also, don’t just respond to the negative reviews, but the good ones, too!

More Questions?

Have more questions on how to get more reviews? Reach out to us today for a personalized strategy plan that fits your business model. Contact us here.

Improving Sales or Promotional Marketing

Looking to improve your sales or promotional marketing? Studies indicate that customers will spend 25% more with a coupon than without one. That is a powerful statistic and one as a business you should be capitalizing upon. Coupons and promotions drive customers to take action. Plus, this action is easily trackable. Long since passed the days of combing through the newspaper to clip coupons. It is important to target your audience efficiently through social media, email, and text campaigns.

Know Your Best Offer

Most people use percentage and/or set dollar amount off as their discount. However, before deciding which avenue to pick ensure that the discount doesn’t adhere to you from making a profit. Before launching your sales or promotional marketing campaign, think about what your customer would find the most beneficial. Have you polled them? Do you have any data from a related survey? There are other great discounts to offer outside of the percentage off box. This includes free shipping, a gift with purchase, giveaway, referral shares. What clicks with your clients will change over time, so make sure to keep a keen eye on any decrease in conversions in your analytics.

Exclusive Email Coupon

Why not offer a discount when a potential buyer subscribes to your email list? These email list only coupons push not only sales but allow you to retarget customers. A great way to do this is by adding a pop-up to your website. After a slight delay, have the pop-up appear and offer a discount for joining the email list as seen below.

 

Social media sponsored posts are also an option. Many social channels allow you to create an ad that forces the user to enter their email address before receiving a discount code.

Use Coupon Code Sites

Coupon code sites offer a great opportunity to strengthen backlinks on your website. This will increase your rank on search engines and drive more traffic to your website.  Some options are RetailMeNotPromotion Code, CouponGreat, and Coupons and Deals.

Start a Rewards Program

Customers enjoy being rewarded for loyalty. Why not offer special discounts just for them? There could also be a tiered system that rewards with extra perks like a free gift after a customer hit certain milestones.

Sephora has one of the most successful rewards programs. It boasts more than 17 million loyal members, and members make up as much as 80% of Sephora’s annual sales. When customers purchase, they receive points. Then, they can decide how to use their points for exclusive and limited edition products. Sephora also gives birthday rewards like free makeup swag bags.

Need Personalized Sales or Promotional Marketing Help?

Feel stuck and want us to create a personalized sales or promotional marketing campaign for you? Not only do we offer digital marketing packages (which can be customized to fit any budget or need), but also strategy sessions to get your digital marketing back on track. Contact us, today.

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