Are You Reaching the Right Audience?
A lot of marketers and businesses believe in the shotgun approach…
The idea is, if they shoot their message out to a wide enough audience, they’ll get sales from a variety of different demographics.
While this method can sometimes work (like TV ads), most of the time this isn’t going to get you anywhere. Even with TV ads, if they aren’t being run during the right shows and on the right channels, money is being wasted promoting a product that the consumer doesn’t care about.
Here’s an example:
Let’s say you have a women’s shampoo brand. Do you think it’s a good idea to spend tens or hundreds of thousands on an ad campaign in which you are running ads during NFL games?
Hint: that probably isn’t the best way to spend your money…
Target Your Ads
Your ads need to be targeted to make sure you are using your ad spend as efficiently as possible.
Your women’s shampoo shouldn’t be advertised to middle-aged men. It should be targeted towards (you guessed it) women!
This can be done very easily through social media marketing and SEO marketing. But how do you know who to target?
Learn More About Your Target Demographic
• Who is your target audience?
• What do they look like?
• What age are they?
• What do they enjoy doing?
• How much money are they making?
I understand wanting to be all things to all people. This just isn’t possible, though.
Don’t worry! There are plenty of people to sell to—no matter what your target demographic looks like. DON’T have a scarcity mentality!
Instead, be confident in the audience that you create. If you know who you are marketing to and you market to them well, you’ll get the sales you are looking for.
Testing, Testing, 1…2…3…
Once you have a general idea of what your audience looks like, start testing!
In order to test your ads, you could put together an in-person test group. That costs a lot of money, though…
Instead, start split-testing your ads. Split up your ad spend and run tests hitting slightly different demographics. Then, fine-tune from there until you find the perfect audience.
This is an art in and of itself, and you’ll likely need to hire someone that is proficient in running A/B tests to make sure you are getting the most out of your ad spend.
Who Wants Your Product?
Start thinking more about who specifically wants your product. Then, start spending that ad money in a way that will help you to reach the people that care the most.
You’ll end up finding the right customers, you’ll build your brand and you will make a TON more money while spending less!
If you need help writing copy for your ads, or if you need any other writing services, contact me at email@example.com!