Why and HOW to Find Your Targeted Audience

When I watched Steve Forbes interview Jessica Simpson about her billion-dollar clothing company, I realized how brilliant this woman really is.  Of course she has her corkiness, but so do I.  I didn’t think I’d watch her interview and have my brain wheels turning, but boy was I wrong!

She says, “We like to see the trends that are coming. We are behind.” She is aware of her targeted audience of “everything beyond New York and L.A.” She knows women take time to see what trend they like, and she understands that. She waits to see what fashion trend women admire and will last beyond one season, and then makes a great color scheme that a wide age range will like, and creates something amazing and affordable. It’s not just affordable clothes, it’s trends that most people admire but couldn’t get their hands on yet.

She dug deep into her targeted audience.

https://www.youtube.com/watch?v=Ml2oObyWFmc

This is where I think a lot of companies thrive at or fail at. Every single company will have a low period, but what gets them back or makes them fall off determines if they can rediscover their targeted audience.

Here’s the 2 major factors you’ll need to keep in mind (and keep rechecking) when you are finding your targeted audience:

1.    Demographics

This isn’t just age, gender, and location. You need to think into who you really want to target by answering these demographics also:

• Income
• Occupation
• Education
• Ethnicity
• Marital status
• # of children

Some of these things may not be relevant to your business, like ethnicity, but some of these are something to really think about. If you are a small town farmer, you’ll still want to target families who have mouths to feed and can afford local produce. Reevaluate what you first decided was your demographic, dig deeper, and come up with a campaign to get that specific audience this year.

2.    Psychographics

Psychographics tells you the WHY, not just the WHO. In order to tell you why your targeted audience works (or is failing), you need to closely watch their

• Behaviors
• Values
• Personality
•  Interests
• Lifestyle

For example, you should know when most people view your website, what pages on your site are most clicked (and what factors about it make it so liked), what graphics tend to attract your clients, and what other types of posts your market likes/shares.

Analyzing psychographics can be challenging because there is no clear answer; you have to play psychologist, emphasize with your market, and change accordingly with the way they work.

Just like Jessica Simpson, you need to know how your demographic thinks; which may be completely different than how you think.

No matter what, it’s never a bad idea to look over your targeted audience again and again, since it will continuously change!

Thanks for reading!

Lana Sache

Social Stride

4 Reasons Your Companies Traditional Marketing Is DEAD

If you are a long time owner of any sort of company, you may wonder why your traditional marketing efforts are not working like they did in the past. With usage of internet and mobile applications on the rise, your customers are not responding to broad advertisements that they hear on TV or radio, or read in newspaper or magazines. Consumers today are more informed and want to be engaged and build a relationship with the brands that they love. There are many reasons for the demise of your companies traditional marketing efforts, here are the Top 5

1. Traditional Marketing is not personalized

Traditional marketing is about producing one advertisement that caters to everyone that it reaches (while spending a ton on $). The content of those ads are NOT personalized and when advertisements come on, people tune out. Traditional marketing does not take into consideration the specific needs and wants of each individual customer. Today, we need to market to each individual separately. When customers are engaged with your company, they leave a trail of clues as to what they are most interested. Companies today should be using all of the information there customers give them and implementing it through individualized content in the form of social media posts, videos, e-mails, articles, etc. The days of guessing what your customers want are over, so why is your company still advertising aimlessly, instead of individualizing you marketing?

2. Traditional Marketing does not promote interaction with customers

In the past, your marketing department would come up with an advertising campaign, roll it out to the public, then sit back and wait for customers to call or come in. With the way buyer behavior has recently change, you simply cannot just sit back and expect customers to come to you without interacting with them. Your customers expect you to be there and expect a quick response when they have questions. Marketing in 2015 is a great way to communicate with your customers and gain insight about your customers. Don’t just sit back and expect this generation of consumers to come running to you.

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      3. Your customers have more resources

10 years ago, using traditional marketing tactics, your marketing department played the role of the expert. Due to a lack of information back then, the customer usually took your word because that was all the information they had. But in todays changed marketing environment, consumers can easily gain information about your brand through review sites, social media posts, and blogs. Even better, this content is coming from and unbiased source, their peers. So not only do they read what you have to say about your brand, but also read about that other consumers have to say about your brand.  Taking that into consideration, your company not only need to generate great content, but also need to promote the content that your customers are saying about you and insuring that the customer experience is a great one.

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      4. Your traditional marketing is temporary

With traditional marketing, your ads only last as long as you keep paying for them, but the internet has change the lifespan of your marketing to FOREVER. When you use content marketing, whatever you post is a marketing asset that will generate new business FOREVER. I like to think of Traditional marketing as leasing an apartment and content marketing as buying a house. Content marketing is an asset that will last forever. Keeping this in mind, with content marketing, you have to make sure that the message that you are sending is consistent. If your consumer finds a post or article form 2010 and its different from the messaging you are sending in you most recent post or article, your customers will get confused about what your company actually stand for.

Technology has changed the way that your customers shop for products and service. Traditional marketing is dying but your company can use content and context marketing to engage with your customers and create a pleasant buying environment. Worth a try, eh?

For more information please visit our NEW website www.socialstride.org and like us on Facebook https://www.facebook.com/pages/Social-Stride/642974392492344?fref=ts

Randy Delling

Social Stride

Top 5 Tips for Social Media Customer Interaction for Small Businesses

People go online for three reasons. To connect with other people, to be educated, and to be entertained. When building your social media strategy make sure that you are fulfilling all of these. Although you may find running a business and building your social media following stressful, it’s where your customers are! It is important that you are building a social media strategy that will effectively and efficiently reach as many potential customers as possible. Before you start building your Social Media presence there are 5 points to keep in mind:

1. Be Available

Not only do people learn about businesses through social media, they also want their questions about your products of services answered in a timely fashion. With this in mind, it is important that you set expectations for your customers, outlining when you are available to answer questions on your social media sites. One way is to make a “available to reach time” for questions to be answered (9am-11am for example) within during normal business hours. That way you can glace at your computer for an hour or two and reach maximum clients.

2. Consistency

Consistency is key to building a loyal customer base on social media. So many people start off posting multiple times a day but over time, start drifting off. Also, if you say you will be available to answer questions during certain times doing the day, make sure that you are following through on your promises. Just as in any aspect of business, you are only as good as your word so be consistent and reliable.

3. Don’t focus on all platforms

You can’t be everywhere at the same time. After all, you do have a business that you need to focus on and social media can be very time consuming. If you focus on using too many platforms, your social media strategy will not be effective.  Start with one, like a Facebook page or Twitter.  Your customers will notice the high level of customer service they receive on those platforms. You can always add another platform once you get comfortable with the one you are currently using.

4. Promote products in creative ways

Every business is on social media. Most of them use social media to post special or promotions and leave it at that. If you want to create an effective social media presence you need to think outside the box. The reason for being on social media is to RELATE to customers, not ANNOY. People are more likely to refer their friends to businesses that are generating awareness. Stop trying to sell, instead, help people buy. Some great examples are photos of your business, behind the scenes actives in your business, and blog posts on past events that your company has been involved with. Think outside the box.

5. Organize your thoughts

An effective social media strategy needs to be organized. At the start of every week, take ten minutes to write out a list of topics that you can generate content for social media with. Using this tactic you will avoid having to think about possible content that you want to post and instead will be ready to get your content out there for everyone to see.

Follow these steps and comment below on how it's changed your business' social media!

Have a great one,

Randy Delling

Social Stride

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