Problem – Failure to target the right market and demographic
Marketing professionals are facing a lot of issues in this fast-developing world where there seems to be a new platform every month. Despite all the options for brand exposure, an enormous number of marketing professionals are facing a lack of awareness for their company and a lack of traffic on their online platforms.
In marketing, there is usually the product launch, an integrated marketing campaign or an event to create awareness of the product. But before you get to the point of implementation, it is essential to figure out the right demographic. For you to attract traffic and even make sales you must get the attention of the right audience and grab the attention of potential buyers and get them interested in your product or service. Some marketers face the problem of not getting a good volume of interested prospects and some do not even know which channels to focus their attention on to get the highest return.
Pattern
Advertising a product or a service to people who do not need it
Failure to know your target audience or demographic might lead you to market a product to the wrong audience. You must know the kind of demographic you want to market your product or service to. Is your market comprised of youngsters, young adults, mature people, women, men or children? These are some of the things you need to factor in before starting a marketing campaign.
Using the wrong channel to market your product
To ensure that your marketing message reaches your target audience you need to know the best communication channel to use. There are various ways to market a product, you can use media, a marketing event, promotions and so on. It is your duty as a marketer to find out the most suitable mode of marketing to use. You need to identify a marketing channel that will get a lot of traffic and grab the attention of your target audience– so, if your target audience is primarily on Twitter, but you’re advertising on billboards, you’re going to have an issue.
Using the wrong type of message on a particular demographic
When you know the right demographic, you will know the type of message to use to grab their attention. For example, the same language that will grab the attention of children won’t be appealing to adults and the older generation. Invest time and effort in conducting extensive research on the type of demographic that makes up your target market.
Spend time crafting the right message for that demographic and roll out your marketing campaign with confidence knowing that you’ll attract your target customers and get a great return on investment from your marketing campaign.
Playbooks to fix this problem
Implement a proper campaign planning process
You need to identify the target audience and understand who is your customer. Spend time and effort understanding who your customer is, and what their exact need is for your product or service. Try to put yourself in their shoes, and remember that marketing campaigns shouldn’t just talk about the product– they should discuss the issue you’re solving. In order to address this, you need to know your target demographic.
Know the size of your market
To create a successful marketing campaign, you need to understand the potential size of your target audience and the marketing you’re working with. Attracting customers through marketing is the best way to grow your business, however you need to have as much knowledge as you can about your potential customers.
Understand the demographics
You need to understand the demographics of your target market, you need to know the age, education level, jobs, income potential and so on. The more details you can gather about the potential users of your product, the better you will be able to target advertisements and marketing campaigns to their exact tastes.
Identify attitudes and buying patterns of the market
You must identify the attitudes and behavior patterns of your target market. You need to also understand how the market is currently segmented. This will enable you to know how to reach your target audience.
Once you have identified and known your target market and demographics, you will be able to know how to get your marketing message across and drive traffic to your product or business. You can also use OKRs– or, Objectives and Key Results— to target this important goal in your marketing department. Implementing a goal-setting framework on an agile tool like Profit.co can help you in all areas of your business, and ensure that you are focusing on the most important aspects of your business.