7 steps to finding and reaching people where they are
Now that you have an idea of what your target audience is experiencing, you need to figure out where they are.
With these seven steps, you can know where to find your ideal customers and select how to reach them.
1. Know your ideal customers.
Know who's shopping in your stores or browsing on your site. Know their demographic information (location, age, gender, income range) so that you can start to get a handle on the psychographic profile. Start with:
- Google Analytics - This tool is wonderful for understanding who is browsing your site. Maybe all purchases are from women 24-35? That will help you begin to identify just where they might be located.
- Facebook and Instagram Insights - See who is following you on these platforms to add additional insights to your ones from Google.
Are you attracting two different audiences? And are the people engaging with your content different than the ones that are buying?
If the people buying are different than the ones following, start to adjust your content and targeting to shift your audience. Target one more likely to convert.
Do you have multiple audiences?
Find out if you're having different customers for different items. If all women purchase your purses, but all men are buying your scarves then you will have two audiences to contend with.
2. Find psychographic information
Both Google Analytics and Facebook will provide psychographic information in their insights.
Google will show you:
- What people were searching for
- How many people from social media were interested in your content
- The general trends in what people were searching for and interested in when they found your site
Facebook will show you:
- Which types of content are receiving more engagement
- Use Facebook Graph Search to see the general content that people who are interested in your niche also like
Supplement the additional information by talking to your customers and potential surveys.
3. Talk to potential customers
The best thing you can do is to always talk to your customers. There's no getting around the fact that they are can be a great source or starting point for information. Maybe they say they always read the Sunday paper. Maybe they're addicted to Facebook. Maybe they subscribe to a certain news program.
All of these insights can help you choose a way to reach them. Take into account:
- Have a general idea of your demographic's social media preferences.
- Get an idea of how the demographic likes to engage with content. Whether it's print, or digital, or a laptop or on a mobile app. This will differ some by age.
4. Narrow to your target market.
If you're reaching too broadly, narrow to the market that is converting. This may be based on a psychographic or demographic, determine which one it is to begin catering to that interest.
For example, you notice that one audience in converting more frequently and they are interested in swimming pool repair. Then develop more content around swimming pool repair for social media and your website to help them find your information.
5. Look at your competitors
They may have a good handle on where their own customers are. If they are investing heavily in print of Instagram ads or Facebook, see if that opportunity fits with your own demographic. If not, you may have a slightly different market and can reach people in a space you can own.
6. Investigate the demographic following of different mediums.
Some psychographic segmentation can make media choices easier. You may know that people buy motorcycles and have said they read Motorcycle Weekly. Then you already have a place to start, content to work from, and a place to start reaching customers.
For more vague psychographic information, like knowing someone is interested in sports, it can be much harder to narrow down where to meet your customers (simply because of the plethora of options).
Prioritize and systematize your search by:
- Limiting yourself to the forms of communication that your target audience would be interested in. If they won't touch a computer, than skip the process of identifying website or online ad placement.
- Starting with psychographic options. For example, if your customers are interested in sports and only like online mediums, find and read the media kits for prospective media buys in online sports news and magazines.
- Comparing your media kits to your demographic information. Maybe these people are all interested in sports, but only a couple have a large female audience that you want to target. Focus on the options that match your psychographic and demographic profile.
- Prioritizing each type of buy based on reach and price. Do a little math to determine what you would be paying per customer reached.
7. Choose a combination of mediums, across different media, to create a portfolio of ways to reach people.
Don't rely on just one method to reach customers.
Don't put all your eggs in one basket. You want to have a variety of ways to reach people so you can adjust your marketing across these different channels.
Vary your messaging to reach people at different stages of awareness.
Some people have heard of you, others haven't. Some are aware of the problem you're addressing, other's aren't. Educate and help your audience understand the problem you solve before selling them on the solution.
Use appropriate messaging on each medium.
A message should be crafted differently for Facebook vs. Instagram. Choose your words wisely so that you have the best chance to convert.