Small Business Target Audiences for Digital Marketing
What Is A Digital Audience?
The definition of a digital audience is anyone that is in the digital space. They could be on their emails, on social media, a news platform, browsing a fashion website, booking tickets for the cinema or ordering their weekly shop. If someone is online, they are part of a vast digital audience.
It’s hard to think back to a time when everyone wasn’t online. According to the Office of National Statistics, “91% of adults in the UK were recent internet users in 2019, up from 90% in 2018.” As a small business, that’s far too many people to try and attract and it’s exactly why creating a target audience for digital marketing is so important.
Your digital marketing audience should be at the forefront of every digital campaign. Knowing who you aim to talk to will make your advertising campaign creation much easier. You will know who you are trying to reach which will help with your tone of voice and creative to use. If you’re a small business low on time and resources, getting your target audiences for digital marketing correct at an early stage will help a lot and provide more targeted results.
Below we take you through ways to find your digital audience and how to make the most of them.
Creating a buyer persona is the first step in building your target digital audience. It’s a vital exercise for small businesses in order to establish who they want to sell to. Buyer personas are semi-fictional profiles of your ideal customer made up from market research, customer data and your knowledge of the industry and your business.
Creating a buyer persona doesn’t just help with your target audience for digital marketing. It can help with all of marketing and sales as well as the products and services you want to provide. You may have more than one buyer persona depending on how many products and services you offer. Buyer personas are quite easy to create and a great foundation for defining the digital audience for your small business and starting your digital marketing campaign.
How To Find Your Target Audience
As we mentioned earlier, in the vast digital landscape, small businesses often feel lost in finding a targeted audience for their products or services. If you try and attract everyone, you’ll end up reaching no one, so it’s essential to find the digital audience who is most likely to use your small business.
Luckily there are ways to find your target audience so that you can focus all your digital marketing efforts on them. One way to do this is to answer the following questions:
- What are your current customer demographics?
- Who is your competition?
- What data do you have?
- What is your brand personality?
By starting with these questions we can start to look at the digital marketing channels to use and which target audience to focus on. Ecommerce fashion websites may want to target using social channels. A hair & beauty salon chain may focus on SEO to be at the top of the rankings against its competitors. A cocktail bar in London Bridge will most likely want to focus on location targeting. The truth is that a mixture of these campaigns will be needed to reach your target audience, it’s all about finding the best tools for your business.
Green Shoot Marketing are specialists in finding and reaching digital audiences for small businesses. Our digital marketing services will help your business grow through a targeted strategy and focused content to find the right audience for you. Get in touch today to find out how we can help.
Audience Segmentation in Digital Marketing
Once you know who your digital marketing audience is and where they are, it’s time to segment the audience to give the right marketing message to the right people. Assessing the sales pipeline is the best way to do this.
The Sales Pipeline
When a potential customer interacts with your business, they will most likely fall into one of three stages or mindsets which make up the sales pipeline.
- The first step is awareness. This is when a customer realises that your company exists. They may not require your products or services yet but they know who you are and fit into your target audience of potential customers for the future. They are at the start of the pipeline. This is where you as a small business would promote your values and personality to create interest in the brand.
- The next step is consideration. This is where a customer is at the stage where they are thinking about your products or services. It’s the start of the sales process. They want to find the best business for their needs and so will most likely be looking at your competitors at the same time. How do you stand out? What can you offer? These are things you need to think about as a small business to attract this target audience.
- The final stage of the pipeline is the decision. This is where the potential customer is ready to take action and convert. This is the stage where your marketing message needs to be shouted from the rooftops.
What can you do to get this person to use you? Can you promote recent 5-star reviews? Can you offer an attractive promotion to get them through the doors? Whatever you choose, it will be a deciding factor for your target audience and needs to be enticing.
The key to a successful pipeline is to constantly be recruiting new potential customers. Awareness feeds into consideration which feeds into the decision so all three stages need to be used when targeting your digital audience.
Once you’ve established your target digital audience and your message it’s time to create your campaign. By now you should know who you are talking to and the message you want to get across. With some enticing creatives, strong call to action, and regular testing, your small business will be on it’s way to building a community and growing.