A successful marketing campaign starts with a message. That message, whether it is pushing a product, introducing a new product or a rebranding, is delivered to a specific audience. Sounds easy, right? Finding your audience on the internet can be like finding a needle in a haystack.
If you’re at this stage in your marketing plan, I assume you know exactly who you’re looking for (If not, read more about knowing what makes your audience tick here). You should have passed the research stage and you know who you’re targeting better than your BFFL. You know why they buy your product, you know what their other interests are and you have a good idea of how much expendable income they have. You CAN connect with them, but for some reason, you just can’t connect with them online.
There are a few important reasons why this may be.
The internet is vast and constantly changing.
Internet users can be fickle and trends can change in a heartbeat. Just because you were successfully advertising on an online fashion website yesterday, doesn’t mean the same people will still be in touch with that website tomorrow. You must constantly be checking trends and keeping an eye on your audience. Watch them move.
How technologically savvy is your audience?
Personally, my 82 year old grandmother owns an iPad and an iPad mini, uses and understands Facebook and has her own LinkedIn profile – but she is in the minority. If you’re marketing to an older audience, keep everything a little more simple. Don’t expect them to try new things.
Your audience may not be what they want you to think they are
This is a tricky one. The Internet can be a very private place for a lot of people, as they search anything they need to on their personal devices. Many Internet browsers even have “private” or “incognito” settings that prevent another user from seeing what was searched. You may think your audience is made up of incredibly loyal people, when they are actually in the process of signing up to Ashley Madison. The Internet can allow people to be themselves on an entirely different level.
Unfortunately for you, there’s not a lot you can do to prevent this. You will have to trust that your audience is who you think they are. They may not spend as much time on the sites you think they’re on, but hopefully they’ll still visit.
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By Emma Wilkinson