Are you making a costly marketing mistake — without even realizing it?
The biggest mistake that businesses of all sizes make is failing to define a specific target audience.
Grandiose objectives may sound impressive on paper, but in reality, they often lead to expensive campaigns that reach millions of diverse consumers … and don’t resonate with very many of them. All of that expense winds up flushed down the pipes.
But here’s the good news: This mistake is easy to correct and even easier to avoid making altogether!
It just requires defining a more narrow set of recipients for each of your key messages. Because your message doesn’t need to reach and resonate with everyone (in fact, that’s nearly impossible). It just needs to reach the leads who are actually going to act on the messaging once it reaches them.
At Mad 4 Marketing, we’ve observed that most companies already have a great sense of who their target audience is; they just haven’t taken the time to sit down and define them, and then refine their ads toward that audience. The define and refine approach is easy for marketing teams of all sizes and budgets to take on — with tremendous and fast results.
The following set of questions can help you identify your audience:
- Who are they? (List a set of characteristics and demographic qualifiers you’ve observed that customers have in common)
- How can you help them? (List pain points that your company is uniquely qualified to solve)
- Where can you engage them? (Name channels and platforms where they spend their time, as well as the most likely places for them to receptively consume advertising content)
These questions can help steer the type of ads you create, the language you use, and where you invest in placing your outreach.
Want to really dig in and set up simple parameters for testing, analyzing, and ensuring your messages are performing the way you want with the people you’ve identified? Mad 4 Marketing can help you take audience segmentation to the next level — just give us a call to get started.