How To Market To Different Audiences Online
Published on 23rd September 2019
Effectively marketing your business to just one audience has its challenges; marketing to two or more can be a minefield.
Promoting your product or service to multiple groups will send conflicting messages to your customers, leaving them unsure of whether your product is right for them. By trying to appeal to every customer out there, you can risk appealing to no one.
Your target audience are, of course, the people who are most likely to be interested in your business.
Every website page, Instagram post, and tweet should therefore be composed with these customers in mind.
People outside of this target group may also be interested in what your business has to offer, but you can accommodate for these exceptions without losing sight of who your main focus is.
Your business may fall under the general category of health and fitness, for example, with a focus on a type of training programme for a specific demographic. It is likely that you will still get enquiries from people with a general interest in health and fitness, but this doesn’t mean you should start advertising to them instead.
Keep your marketing strategy focused, while still accessible for outside interest.
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"Keep your marketing strategy focused, while still accessible for outside interest"
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With that in mind, here are our quick tips for successfully marketing to more than one audience:
Define your core audience and identify the subgroups within it
Think long and hard about who you’re really trying to reach, and who your products or services are most aimed at.
This should help you work out your ideal potential customer, but don’t forget that you also need to cater for existing clients.
Another aspect to consider is future employees – it may be a useful factor to consider that the way you market your business should also show that it’s a great place to work.
Once you’ve identified a few potential audiences and audience subgroups, this will inform your overall marketing strategy.
Pinpoint where and how to reach your target audience
Various factors such as age, gender, industry, etc., will affect where your core demographic spends their time online, and how you should communicate with them.
For example, Instagram is the most popular social network with millennials, but if you’re marketing to a slightly older audience then it may be more useful to utilise Facebook.
When you are addressing multiple audiences, it’s important to use a couple of different platforms and adjust the strategy for each one accordingly – this may include creating dedicated landing pages on your website that cater for each audience.
If you’re struggling to specifically target the platforms your audience are engaging with the most, you can send a survey to existing customers asking which social networks they use on a regular basis.
For inspiration, also keep an eye on what your competitors are doing. You can see how their strategy compares to your own, and take note of which methods are working for them and which aren’t.
Measure the success of your marketing initiatives
Keep track of how well each marketing platform and campaign is performing for your business and whether it is registering with your target audience.
Factors to check include the engagement levels on your social media posts; the click-through rate from Google to your website; and visitor behaviour on your site, such as time spent on each page and unusually high bounce rates.
Don’t be afraid to switch up your methods if you’re not appealing to the right target market.
Put out a good mix of content
In order to attract different audiences, you need to be producing a varied assortment of blog posts, social media content, multimedia, and resources that caters to the diverse groups you’re targeting.
Make sure your content is about 50% highly specific and aimed at your core audience, and 50% broadly targeted for wider appeal.
Be consistent with your marketing
When targeting different audiences, consistency is key.
Ensure that you’re regularly producing new content that addresses the needs and interests of the various markets you’re looking to attract, using the same tone and branding throughout.
Also make sure each audience is suitably catered to as part of your marketing schedule.
Follow these tactics, and you’ll be able to successfully target a range of audiences through your marketing efforts, helping to get your business in front of the right people.
A brilliantly designed website that’s built with your target audience – or audiences – in mind is also an essential factor in any effective marketing strategy.
If your website isn’t working for you, our professional web design services may be the answer.
Not only is every website we create entirely bespoke, but it will also allow you to publish regular blog posts, integrate your social media accounts, and create unlimited landing pages with which to target each audience – all essential features when trying to appeal to multiple markets online.
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