Who is your target audience?

Target audience

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A target audience is the intended audience or readership of a publication, advertisement, or other message. In marketing and advertising, it is a particular group of consumers within the predetermined target market, identified as the targets or recipients for a particular advertisement or message. Businesses that have a wide target market will focus on a specific target audience for certain messages they are trying to send, such as The Body Shops Mother’s Day advertisements, which were aimed at the children and spouses of women, rather than the whole market which would have included the women themselves.

A target audience, is formed from the same factors as a target market, but it is more specific, and is susceptible to influence from other factors. An example of this was the marketing of the USDA’s food guide, which was looking to appeal to the age range of 2-18 year olds. The factors they had to consider outside of the standard marketing mix, were things such as the nutritional needs of growing children, children’s knowledge and attitudes regarding nutrition and other specialized detail. This reduced their target market and provided a specific target audience they could focus on. Common factors for target audiences can be reducing the target market to specifics such as ‘men aged 20-30 years old, living in Auckland, New Zealand’ rather than ‘men aged 20-30 years old’. However, just because a target audience is specialized doesn’t mean the message being delivered will not be of interest and received by those outside the intended demographic. Failures, however, of targeting a specific audience are also possible, and occur when information is incorrectly conveyed. Side effects such as a campaign backfire and ‘demerit goods’ are common consequences of a failed campaign.

Demerit goods are goods with a negative social perception, and face the repercussions of their image being opposed to commonly accepted social values.Defining the difference between a target market and a target audience comes down to the difference between marketing and advertising. In marketing, a market is targeted by business strategies, whilst advertisements and media, such as television shows, music and print media, however, are more effectively used to appeal to a target audience. A potential strategy of appealing to a target audience would be playing advertisements for toys during the morning children’s TV programs, rather than during the evening news broadcast.

Reaching a target audience is a staged process, started by the selection of the sector of the target market. A successful appeal to a target audience requires a detailed media plan, which involves many factors in order to achieve an effective campaign.

Contents

1 Target market
2 Determining the Target Audience
3 Target Audience vs. Target Market
4 Strategies For Reaching Target Audiences
5 Strategies for reaching target markets
6 Communication Strategies
7 The power of persuasion on the target audience
8 References
9 See also

Target market

A target market is a select group of potential or current consumers, which a business decides to aim its marketing and advertising strategies at in order to sell a product or service. Defining a ‘target market’ is the first stage in the marketing strategy of a business, and is a process of market segmentation. Market segmentation can be defined as the division of a market into its select groups, based on a variety of factors such as needs, characteristics and behaviours, so that the application of the marketing mix can be appropriate to the individual. Segmentation of the market gives a business the ability to define its target market for its product or service, and effectively apply the marketing mix to achieve the desired results.

A target market is a common tool utilised by many marketers and business to determine the set of customers they intend to focus on and serve their marketing messages to. A target market is defined by the Oxford Dictionary as “A particular group of consumers at which a product or service is aimed” (Oxford Dictionary, 2016). A target market is determined and defined by the goals set out in the marketing plan. From the marketing plan the marketer can establish the appropriate target audience necessary to successfully complete effective marketing communications (Percy, Rossiter, & Elliott, 2001, p. 65). Distinguishing the target market is a key decision for any businesses as it is the group of individuals whom the marketing is tailored for. Once a business has determined their target market an offering can be designed to satisfy the particular needs and wants of the particular audience (Hoyer, Macinnis, & Pieters, 2013, p. 7). The target audience is often segregated by factors such as demographic and psychographic differences. The audience within these target segments can have different regional, ethnic, lifestyle, and monetary and religious requirements. Tailoring the offering to a target market allows the marketer to effectively satisfy the particular needs and wants of the consumers within this audience (Hoyer, Macinnis, & Pieters, 2013, p. 13).

The marketing mix is the combination of what are commonly called the ‘4 P’s’. These are price, place (distribution), product and promotion, in no particular order.The target market, defined by the market segmentation, requires a unique set of the 4 P’s to have the product or service effectively and efficiently marketed to it. For example, the marketing of a new women’s perfume would require the segmentation of the market to be focusing almost exclusively on the female portion of the market, but would also have to consider the 4 P’s before it was determined.In the terms of perfume, this may include what price bracket the product was to be aimed at, where the product was to be sold, the quality and aroma of the product and how it was to be promoted. With all these considered, the product can be efficiently marketed. Therefore, the combination of the target market with the marketing mix is crucial to the success of the product or service.
Determining the Target Audience

A business must identify and understand its target audience if their marketing campaign is to be successful. It allows the business to craft their products or services to the wants and needs of customers, in order to maximise sales and therefore revenue. A successful marketing campaign connects with consumers on a personal level, which will help the business to develop long-term relationships with customers (Sherlock, 2014).

Not all consumers are the same; so determining the target audience is key to reaching the loyal and high profit customers and help ensure a return on investment (Cahill, 1997, p. 10-11). To effectively determine the brands target audience, marketing managers should consider the three main general aspects of target audience grouping, Demographics, Psychographics and consumer lifestyle (Percy, Rossiter, & Elliott, 2001, p. 65).

To determine the target audience, the business must first identify what problem their product or service solves, or what need or want it fulfils (Sherlock, 2014). The problem must be one that consumers are aware of and thus will be interested in pursuing a solution. For example, a problem could be a lack of cheap air-conditioning units on the market. If a business enters the air-conditioning unit market selling their units at a low price, consumers who couldn’t afford the other air-conditioning units will see this as a solution to the problem, and will purchase the new units. The problem that the business solves can be identified by searching for similar business’ or business ideas. If the search is unsuccessful, then there remains to be a problem that the business can solve (Sherlock, 2014).

The business must determine what kind of people are facing the problem they identified. This is based on consumer demographic, psychographic, geographic information and behaviour (Sherlock, 2014).

Demographic Information

Demographic information involves statistical aspects of consumers such as gender, ethnicity, income, qualification and marital status (Sharma 2015). Demographic information is important to the business because it gives a basic background of the customers the business is intending to aim its marketing campaign at. This helps them to judge on a basic level how to communicate effectively with who they have identified as the target audience. Demographics are key because they provide the foundation of who the business will be targeting (Sherlock, 2014). Demographics is statistical information that does not require in-depth analysis to provide an answer, thus a business would use quantitative methods of data collection. This method will provide a statistical approach to identifying the target audience.

Psychographic Information

Psychographics is the use of sociological, psychological and anthropological factors, as well as consumer behaviour, style of living and self-concept to determine how different market segment groups make decisions about a philosophy, person or product (Weinstein, 2014). Psychographic information can be utilised by the business to gain a deeper understanding of the consumer groups they intend to target, by analysing the more intimate details of the consumer’s lifestyle and thinking processes so as to gain understanding of their preferences. Things like financials, interests, hobbies and lifestyle will all be filtered by the business to create a target audience that will in theory be open to the product and will connect with the business through a marketing campaign aimed at them (Dowhan, 2013).

Behavioural Information

Consumer behaviour is the purchase decision process, what influences their purchase decision, what purposes they use the purchased good for, and their responses and attitudes to the product (Cheng et al., 2015). Cheng et al. explains that consumer’s behaviour is affected by messages sent by the business, which in turn affects their attitudes towards brands and products, and ultimately what products they choose to purchase (Cheng et al., 2015). When determining their target audience, a business must examine consumer behaviour trends. Behavioural trends could include online purchasing instead of in-store purchasing, or modern consumers purchasing a new smartphone annually. They should then select a segment of consumers whose behaviour aligns with the functionality and purpose of the product to be the intended audience for a marketing campaign. Target consumers can be identified by businesses as they will indicate that there is a demand for the product by their behavioural signals (Dowhan, 2013). Their interests, hobbies and past purchase activity provides a platform on which the business can base their marketing campaign (Dowhan, 2013).

Geographic Information

Geographic information is essentially where the customer is located, and is vital to the business when they are determining their target audience. This is because customers located in different geographic areas are going to encounter different things that influence their purchase decisions (Kahie, 1986). These can be any number of things, including resources, cultures and climates, which can cause their behaviour, psychographic information and influences to differ with those who are in same demographic but are geographically distant (Kahie, 1986). For example, a city or area with a heavy drinking culture will encounter high liquor sales, whereas a city or area with a minimal drinking culture will experience low liquor sales. Each country has consumers of the same demographic, but due to the cultural influence of the geographical area, their purchase decisions are different.

A basic example of a consumer profile is: males aged 35–40 who live in the U.S.A and have a university level education (demographic), are a sociable extrovert from a top-middle economic class and live an active lifestyle (psychographic), lives in Nashville, Tennessee (geographic) and makes small and frequent purchases without considering the product’s brand (behavioural). This profile will allow the business to tailor their marketing campaign to attract specific consumers.

There are many methods of demographic, psychographic, geographic and behavioural data collection. There are quantitative methods, being statistical processes such as surveys and questionnaires, and qualitative methods, being in-depth approaches such as focus groups or comprehensive interviews (Dudley et al. 2014). The different aspects of consumers are all essential to a business when it is planning a marketing campaign, as the information that the business gathers will determine what the most profitable target market for the campaign is, and how to reach this market.

The business must also look to their competitors to see what processes they are currently taking to try and solve the problem, and which consumers they are targeting (Sherlock, 2014). This will allow the business to get an idea of the type of consumer they will be targeting, and what the best way is to communicate with this type of consumer. This information can be used to allow the business to differentiate slightly from the competition in order to give them a competitive advantage once the marketing campaign begins.

Once the target audience has been identified, the business must then create content for the campaign that will resonate and effectively communicate with the consumer (Sherlock, 2014). Tracie Sherlock emphasises that the level of content with which the business will be reaching the consumer should be of high quality, as 92% of marketers specify that high level content is valuable for a campaign (Sherlock, 2014). This high level of content well help consumers to connect on a more personal level with the business, and contribute to a successful communication process from the business to the target audience and then feedback from the target audience to the business.

Once the business has gathered data from consumers about their demographic, psychographic, geographic and behavioural situations, they can analyse this and use it to identify a rough target audience. This can be refined by the analysis of competitor’s processes and targets, allowing the business to formulate a more segmented target audience. Then the segmented target audience can be refined into a clear objective of which consumers the business is targeting, thus creating the specific target audience for a marketing campaign.

Lifestyle

A lifestyle is defined as “a persons pattern of behaviour” which is closely related to consumer’s personality and values (Hoyer, Macinnis, & Pieters, 2013, p. 401). The lifestyle of a customer is often determined by the consumers purchasing behaviour and product preference (Lin, 2002, p. 250). This gives marketers an understanding of what type of lifestyle consumers live. A lifestyle is defined with three main sections, activities, interests and opinions (AIO). If a marketer can conduct lifestyle research through previous purchasing behaviour it gives an excellent understanding of AIO’s enabling target audiences to be effectively determined (Hoyer, Macinnis, & Pieters, 2013, p. 401-403). An example is if a consumer purchases a set of fishing gear online, it is safe to assume that marketer can place
Target Audience vs. Target Market

Two key marketing terms include target audience and target market. Distinguishing the correct target market(s) and defining your target audience is a crucial step when owning a business. Although both are very similar, it is essential to understand the key differences between the two.

A target audience is generally associated with a business’s marketing message, which usually highlights key advantages and benefits of a business’s product or service. A target audience usually consist of “company employees, society as a whole, media officials, or a variety of other groups” (Tambien, E., n.d.). Tom Duncan the author of “The Principles of Advertising and IMC,” and founder of the Integrated Marketing Communication (IMC) graduate program at the University of Colorado, defines target audience as “a group that has significant potential to respond positively to a brand message” (Northwestern University., n.d.) (Duncan, T., 2005). This ‘group’ being the intended audience is usually targeted through particular marketing communication channels such as advertising, which then aims to create a positive interaction towards the brand (Tyson, R., 2014). If this is successful, the audience will play a huge roll in influencing other potential customer’s to purchase the product or service. A good example of this is when a child is positively reached through a communication channel such as a TV advertisement for toys, the child then shares this information to the target market (being the parent in this case) who will then be influenced to go purchase the toy. The target audience can often be confused with the target market, which is targeted at potential buyers.

A target market is a selected group of consumers, who share common needs or characteristics. Often these characteristics can be segmented into four different marketing groups being geographic, demographic, psycholographic or behavioral (Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G., 2013). Once a company has defined their target market they will aim their products, services and marketing activities towards these consumers in a way that will hopefully persuade them to purchase the product or service (Kotler, et al., 2013). The impact of this will result in either a gratifying or deficient marketing strategy.
Strategies For Reaching Target Audiences

Reaching a target audience is a staged process, started by the selection of the sector of the target market. A successful appeal to a target audience requires a detailed media plan, which involves many factors in order to achieve an effective campaign.

The use of media is what differentiates target markets from target audiences. While target markets are marketed to with business strategies, the use of advertising and other media tools is what makes marketing to target audiences a more effective way of appealing to a select group of individuals.The effectiveness of a target audience campaign is dependent on how well the company knows their market; this can include things such as behaviours, incentives, cultural differences and societal expectations. Failure to identify these trends can lead to campaigns being targeted at the wrong audiences, and ultimately a loss of money or no change at all. An example of this type of failure was Chef Boyardee, who planned a campaign to appeal to teenage boys, who were the largest consumers of their product.What they hadn’t considered however was that the purchasers of their goods may be different from the consumers, which was the case, as mothers were the leading purchasers, even though their boys were consuming the product. Factors like these are things that are considered at a more in-depth level with a detailed media plan, one that cannot be found in a simpler target market strategy. Following through a media plan requires attention at every stage, and requires a range of factors to be considered. In order, these include:

1.Targets

2. Media Types

3. Media Tactics

4. Media Vehicles

5. Media Units

6. Media Schedule

7. Media Promotions

8. Media Logistics

9. Contingency Plans

10. Calendar

11. Budget and Integrated Marketing[11]

Each of these sections goes into even more detail, such as media units, which includes such minute details as the length of a broadcast commercial or the size of a print advertisement.

A thoroughly followed, planned and implemented media plan is required to achieve outright success in a campaign. Therefore, ignoring any of the factors can lead to a miscommunication with consumers and ultimately a failure to fully reach the whole target audience effectively.

Effective marketing consists of identifying the appropriate target audience, and being able to appoint the correct marketing strategy in order to reach and influence them. Four key targeting strategies largely used within businesses are; undifferentiated (mass) marketing, differentiated (segmented) marketing, concentrated (niche) marketing, and lastly micro (local or individual) marketing (Kotler, et al., 2013).

Undifferentiated (mass) marketing is a strategy used to capture a whole audience, rather than focusing on the differences in segmented markets. A business will typically design one product line and focus on what consumer demands are most frequent, in order to create a marketing program that will appeal to the greatest amount of purchases. This strategy commonly uses mass distribution and advertising to help create an admirable product and is possibly one of the most cost effective. The narrow product line, undifferentiated advertising program and absence of segmented market research and planning, all contribute to keeping the costs down. Many do not believe in this strategy, due to the high amount of competition and the difficulty in creating a product that satisfies a majority of consumers (Kotler, et al., 2013).

A differentiated (segmented) marketing strategy is when a business chooses to target multiple segments of the audience, by creating a different variations of its product for each. An example of this is V energy drinks who offer a large range of products including; V regular, V sugar free, V zero, V double espresso (V-Energy.,n.d.). Typically when using this marketing strategy, recognition of the company is widened and repeat purchasing is strengthened, with customers gaining products that are more tailored to their needs. This strategy unfortunately is not cost effective and involves a lot of research and development, as well as a whole range of promotion that is unique to each specific product. Although, this strategy often has more sales than those who use an undifferentiated marketing strategy. When considering this strategy one must consider the increased sales against the increased cost (Kotler, et al., 2013).

Concentrated (niche) marketing is a “market coverage strategy in which a company goes after a large share of one or a few sub-markets (Kotler, et al., 2013).” This strategy enables companies to create a strong market position without mass production, distribution or advertising. This strategy is usually beneficial as it does not involve a lot of competition. A business is able to gain greater knowledge of their distinct segment, as they are more focused on the segmentations needs and reputation that it acquires. Many businesses using this strategy are now turning to the web to set up their shop, not only because it is cost effective but allows them to become more recognisable (Kotler, et al., 2013).

A micro-marketing strategy (local or individual) targets very narrowly compared to an undifferentiated marketing strategy. Generally a business using this strategy will adjust its product, and marketing program to fit the needs of different market segments and niches. A good example of this is shown in the real-estate industry whose goal is often to determine what type of house the client is looking for. Micro-marketing includes both local and individual marketing. Often this strategy can be costly, due to the customization and shortage of an economy of scale (Kotler, et al., 2013).

Local marketing is “tailoring brands and promotions to the needs and wants of the local customer groups, cities, neighborhoods and even specific stores (Kotler, et al., 2013).” This type of marketing does have difficulties especially when it comes to manufacturing and marketing costs, meeting the mixed requirements for each market location and brand image familiarity. New developing technologies and fragmented markets regularly exceed these obstacles (Kotler, et al., 2013).

Individual marketing refers to accommodating merchandise and marketing programs, to the desired demands of individual customers. An example of this is Coca-Cola who enables customers to personalise their coke cans by being able to print their name or choice of text onto the can packaging (Coca-cola., n.d.). Despite the extra costs for the business, allowing customer to design and create a product they desire to suit their own needs, can create value and loyalty towards the business. It is also a way the business can stand out against it’s competitors (Kotler, et al., 2013).

Queation: How can I narrow my target audience to attract new clients?

Answer :Let’s begin with the idea of “narrowing” your target audience. Theoretically, since your cleaning service is currently both residential and commercial, your target currently includes everyone in your local area. So your first decision is how to limit yourself geographically. I suggest that you focus your energies on only one section of your city and then expand your selected zone as finances, organizational skills and available manpower permit. Choose a specific section of the city and focus your efforts there.

Your second choice is whether to target residential or commercial accounts. Due to the specific nature of the marketing challenge you face, my suggestion is that you go after commercial business.

Advertising costs in the major cities are extraordinarily expensive, so traditional mass media–television, radio, newspaper, outdoor–is usually out of the question. You simply don’t have the money.

This brings me to the good news and the bad news, which, interestingly, are one and the same: Time and money are interchangeable. You can always save one by spending more of the other. In other words, your ad budget is going to be measured more in shoe leather than in dollars. You, or someone you hire, will have to march into the front doors of the businesses in your targeted trade area and deliver a business card attached to a memorable and useful novelty, such as a little dust pan/whisk broom combination in which the whisk broom snaps into the dust pan for easy storage. There are a thousand such novelties that can be purchased and imprinted with a message, such as “Please call us to do your cleaning,” and your business’s phone number. Just type “advertising novelties” into any search engine, and you’ll find several companies anxious to help you.

The phone number on both the business card and the novelty gift should ring a cell phone that you are prepared to answer 24 hours a day. There are two reasons for this: The first is because you are a service company, and no single statement communicates a stronger commitment to service. Second, when you drop off the novelty and business card to the receptionist and ask him or her to “please give it to the operations manager or other person in charge of making sure the office is clean,” that phone is often going to ring before you have traveled very far, meaning that you just happened to catch someone who had been thinking about hiring a company such as yours, but hadn’t quite gotten around to it. When that cell phone rings, you need to be able to pop right back in and seal the deal.

This strategy is ancient, tested and reliable. The only way it can fail is if you don’t walk in enough doors. Do you have the discipline to walk into 50 new businesses every day? If you do this faithfully, you will have called on 250 businesses at the end of a week, 1,000 in a month, and your business will easily have doubled from its current size of “eight continuous clients.”

The only other thing you need is to post a super-simple Web page online that tells about your company. Be sure your Web page includes your city name, as well as the words “24 hours,” “commercial cleaning” and the name of the area you have targeted. The electronic spiders sent out by the search engines will soon find your Web page, and your name will pop up when someone in your area is searching online for a cleaning service. Yes, the search engines are rapidly replacing the Yellow Pages. I do not suggest that you buy an ad in the Yellow Pages at this time.

Are you struggling to connect with your customers on social networks?

Do you know where they hang out online?

To optimize your social media marketing efforts, it’s important to know who your customers are and which social networks they spend their time on.

In this article you’ll discover how to connect with your target audience on social media.
research and locate your audience on social media

Discover ways to find and connect with your target audience on social media.
#1: Identify Your Ideal Customer

One of the first questions I ask is, “Who is your ideal customer?”

Some of the answers I’ve received include women, people who have to eat to survive, bosses, employees and people looking for work. While these answers may be true for you, too, they won’t help you find your audience because they don’t help you prioritize where to spend your time.

John Lee Dumas has famously talked about identifying your business avatar. This means you’ll want to create a fictional persona of your ideal customer, to the point of naming it, knowing how many kids it has or what it does on the weekends. The clearer your avatar is, the easier it is to find people on social media who resemble the persona.
#2: Determine Your Audience Size

Once you have a good sense of what your audience looks like, you can use Facebook Ads Manager to estimate the size of your audience.

For example, if you want to reach women in Maine who are interested in nutrition, you can find out that 62,000 people on Facebook match that audience.
main women into nutrition

Some quick market research will tell you if your audience is big enough.

This is also good business information, because if your audience is too small, you may need to change your offering to expand your audience. On the flip side if your audience is too large, you might want to target a narrower niche to start.

Of course, not everyone is on Facebook. According to recent research, almost 60% of Americans are on Facebook. That number may be more (or less) depending on where your audience lives, their age, gender and household income, but it’s a good starting point.
#3: Survey Your Customers

If you’ve been in business for any length of time, you have customers you can survey.

For the purposes of optimizing your social media campaigns, wisely spending your ad dollars and targeting guest blogging opportunities, you need to know where your audience hangs out online. As part of your survey, ask your current customers the following questions:

What social media sites do you regularly use?
What websites do you visit for information on _______ (for example, remodeling ideas, pricing strategies or whatever is appropriate for your business)?
Do you listen to podcasts? If so, which ones?
Do you regularly read blogs? If so, which ones?
What people do you follow or pay attention to online?

You can also use free tools like Survey Monkey or Google Forms to collect your answers. In this video, Steve Dotto walks you through how to create your own forms with Google Forms.

Google Forms is a great way to collect feedback on live events, for example, because it graphically displays your audience’s feedback. Go to your form results and select Form > Show Summary of Responses from the drop-down menu.
survey results

Generate pie charts of your customers’ interests.
#4: Research Online Behavior

What do you do if you’re just starting out, your customer base is too small for meaningful results or you’re expanding into a new category? In cases like these, or simply to supplement your surveys, you can research online behavior.

The Pew Research Center has an excellent breakdown of where your audience spends their time online. It’s not difficult to find studies and info graphics that provide information on specific platforms or other countries. For example, check out this chart from Marketing Charts to see a makeup of the top social media channels based on gender, age, education and more.
#5: Find and Connect With Your Customer

Once you get the results from your survey and have reviewed the demographics of the available research, it’s time to put that knowledge to work across different social media and digital marketing platforms.

It’s important to note that you can upload your email database to almost all social media platforms to find your customers there.
upload emails

Upload your email list to find out which prospects and customers are on different social platforms.

Connect with this core group on any platform to jump start your online networking there and provide social proof that you’re well connected and someone worth knowing.

Here are some tips for connecting with your ideal customers on the platforms that will work best for many businesses and entrepreneurs.

Facebook

Most social media marketers will tell you that the organic reach of businesses on Facebook has tanked. Google’s image search does too when you ask it about “organic reach on Facebook.”
organic reach

Facebook’s organic reach is trending downward.

If you’re trying to find your audience on Facebook, the easiest path is to target your ideal demographic with Facebook Ads Manager.

If you return to your survey, you may find that your current customer base likes Golf Magazine or watching UFC  (Ultimate Fighting Championship). Armed with this information, you can target your ads for your Facebook prospects, whether they like a round of golf or a roundhouse kick.

Facebook Ads Manager gives you other options to find your audience. You can upload your customers’ email addresses to Facebook Ads Manager to create a custom audience.

Once you’ve created a custom audience, you can then ask Facebook to create a lookalike audience. Lookalike audiences are similar to your most valuable audiences. That means Facebook can put you in front of more people who are like your current audience.

However, you’ll still want to apply filters to this lookalike audience to improve your results. For example, the customer database for your vegan delivery food service may be limited to just your home state. “Lookalike” people may live anywhere in the world. Add a filter to your lookalike audience for your home state or even your hometown, depending on how big your delivery area is.

To engage with these targeted Facebook users, advertise your business page, a free webinar or a link to your online store, anything to begin the process of a deeper relationship.

If you’re using Facebook as a person and you want to find your audience, use Facebook’s search bar to find groups that match your ideal customer’s interests.
beer

This search also uncovered some beer influencers.

The search results will show you groups that are populated with your audience. Join the conversation and start networking!

Twitter

While Twitter’s reach is smaller than Facebook’s, it offers other opportunities to find your ideal customers.

Let’s start with the ad platform at ads.twitter.com. It doesn’t have the granular targeting tools of Facebook, but you can still find and reach your audience based on geography, gender, keywords, interests, influencers (called “followers” here) and more. You can also target Twitter users by their TV-watching habits.
target twitter tv

People love to tweet while watching their favorite shows.

Within Twitter’s advertising platform, you can focus on getting more followers, driving people to your website or squeeze page or engaging them with other actions.

Beyond the ad platform, you can also use Twitter’s advanced search tool for finding your audience. If you run a local comic book shop, you can target nearby customers and prospects based on their location and what they’re tweeting about.
twitter advanced search

Your audience is tweeting. Are you listening?

Once you’ve identified these people, follow anyone who seems like a good audience member. Many of these people will follow you back out of habit.

Even if they don’t follow you back, you can create a new Twitter list called Favorite Local Comic Geeks. Twitter will then notify these users that they’ve been added to your list, increasing your visibility to them. In addition, it allows you to pay more attention to what your audience is talking about and engage them in conversation.

LinkedIn

While there is an advertising platform on LinkedIn, the real power is in the prospecting tools and making one-on-one connections with your audience.

Suppose you want to reach HR professionals in San Francisco. Simply search for people with a relevant term in their profile. For example, search for “human resources” and limit the location to a geographic area, such as “San Francisco Bay Area.”

You can further narrow your search to those working for top tech companies by selecting Google, Apple and IBM under the Current Company filter.

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