Brands target audiences that best fit their vision of perfect customers. But it is crucial to expand your business to all kinds of demographics. The market segmentation can be psychographic, geographic, firmographic, and behavioral. But the basic demographic variables are age group, gender, ethnicity, education level and income. You do not have to push away the current buyers. Decipher the shopping habits. Now simply try to deliver the right message to the right people. For example, Haagen-Dazs scooped out a major brand makeover to target younger customers. It ensured new vibrant packaging, a brand-new logo, an international ad campaign and a revamp of 800-stores across the globe.
One set of target audience will not earn you revenue in a constantly changing business landscape. You must stay relevant to multiple audiences at the best price. Here’s a look at how to connect with a new crowd and improve your sales funnel.
Identify the Channels
Marketers can reach their audience via multiple platforms. These include newspapers, blogs and articles, radio, and TV. Research and figure out where new potential buyers get their information from. It will help you communicate effectively and resonate better. Social media is one of the most used channels with 56.8% of the world’s population active on it.
Develop and execute social media solutions based on your specific goals and reach customers who spend a great deal of time on social platforms like Facebook, Instagram and Twitter. Try to figure out your customer persona and use unique tactics to reach a new demographic and fully address brand concerns.
Avoid Stereotyping
Not all millennials have intuitive knowledge of technology. Pink does not necessarily appeal to every woman in the world. Political progression is not what most Gen Z love. So, try not to create a ‘one size fit all’ message for different demographics. It might make your audience feel diminished by seeing the advertisement. This is turn can limit your revenue. Be more refined by splitting the audience. Now start micro-targeting to cater to multiple expectations. It will help you align with the needs of the buyers you are trying to tap.
Marketing Automation
This is a software that automates, measures workflow and checks marketing tasks. Make the most of this to personalize the customer experience. It is quick, efficient and can ensure impressive lead generation. Automation can nurture site visitors into leads by segmenting them based on multiple characteristics and criteria like buying behavior and past purchase. You can now send out granular messages. It ensures that the conversions flow and help leave your competitors behind. Rest assured that your brand is working even if you are not.
Maintain your USP
Try not to abandon your loyal customers in an attempt to attract new faces. You could be a fast-food company meant for millennials. Now try to add green healthy options like salads to attract baby boomers. It could be a welcoming change that might inspire response from the new target audience. Further, try to position yourself in a way that the new makeover appeals to your existing audience too. This will help brands make the most of their efforts.
Focus on highlighting the features your new demographic might care about. Try to address their pain points. This could push leads to become real customers with time.
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