I know you and your business are AMAZING and that you’re going to help SO MANY people but not everyone are those people. If you feel like you’re struggling to single your people out of the crowd, these tips could help!
1. Figure Out Who Your People Actually Are
Before you start looking for your target audience, you need to define who they are. Consider their demographics, interests, behaviors, and needs. This will help you to better understand where they are likely to be and how you can best reach them.
2. Use the Right Social Media Platform for You
Being on social media is a sort of a no-brainer in today’s market but you don’t have to be in all the places and you really shouldn’t be. SO MANY people make the mistake of trying to be in ALL the places, thinking they need to make an appearance on every scene to maximize their chances of being seen when, in reality, they’re only increasing the likelihood of them not being seen at all.
You need to stop wasting your time pouring energy, time and resources into platforms that aren’t serving your business.
Start looking to understand your demographic and where they actually enjoy connecting. Don’t look for responses from Gen Z’ers on Facebook any more than you’d look to TikTok to reach a group of Baby Boomers. Gather around the same well they do. Integrate with your people on social as organically as you would strive to in person to help them better accept (and trust) you as one of their own.
Reminder: don’t forget to have a plan in place to capture info that can help you build your own e-mail list – NOT to spam them but because the rules of engagement on social are ever changing and even the strongest platform could poof-be-gone
3. Go the Places
Depending on your industry, there may be relevant events, trade shows, or conferences that attract your target audience. Attend these events and network with potential customers and partners.
As you do this, be sure you mind your networking etiquette. (We talked about this a few weeks ago in our post on 7 Sleaze-Free Ways to Build Your Professional Network.)
4. Rev Your (Search) Engines
Optimize your website for search engines to attract potential customers who are searching for products or services like yours. Use keywords and phrases that are relevant to your target audience. Make sure your SEO is solid and don’t neglect reversing the script by seeking out complimentary businesses and professionals you can collaborate with to promote each of your efforts.
5. Collaborate with Influencers
Influencers who have a large following in your industry or niche can help you to reach your target audience. Consider partnering with influencers who align with your brand and can promote your products or services to their audience.
BIG HINT on this one: Look less at same-industry and more at complimentary industries. You may get a few bites on people in your field but it’s so easy for those people to see you as the competition. Instead, look to industries that compliment yours and look for ways you can support each other. For example, in addition to owning this company, I’m a realtor with Coldwell Banker. I am NOT looking to collaborate with other realtors who are out for the same clients I am. Better connections for me are people who are already part of the buying/selling process, such as lenders, in addition to people who are constantly helping people in and around their homes.
If I’m looking to work with more elderly clients, I would want to have some connections with people who are taking care of them at that stage in life that precedes them wanting to downsize or needing to move into a community offering better care. On the other end of that spectrum, I would say my hair stylist, who is freaking AMAZING at her work doing bridal hair, is a great connection to potential first-time homebuyers.
6. Conduct Market Research
Conducting market research can help you to better understand your target audience’s needs and preferences. Use this information to create targeted marketing campaigns and messaging that resonates with your audience.
One of the best ways to find out what your audience really wants and needs? ASK THEM!
This doesn’t need to be (and shouldn’t be) survey style. One question at a time is perfect. This should give you multiple touch points with consistent connection while showing your people that you care and that you are listening. You WANT to hear them because you want to help them!
7. Host an Event
Let’s be fair – hosting an event CAN be a lot of work, or, it can be simple. That’s up to you.
That said, being the one to lead the way in bringing people together can be a great way to strengthen connections within your network while forming new ones. As you release marketing materials for your event, make sure it gets posted in places your people will see it and let it be a way of calling them to you.
Example: I’m currently preparing to do a Content Collab Luncheon to bring together local entrepreneurs who feel stuck on ideas for what to post on their social media. My business is here to help them stand out in today’s marketplace so this is a clear connection to what I offer. It’s not a pitch as I’m not selling this session but offering it as a gift and time for them to not only connect with me but also build their network with other attendees. That said, I’m more than happy to provide them with the support they need in marketing their businesses with dang good design.
Now, go enjoy your new connections!
The key here is to be genuine. We entrepreneurs and broads of business are daily up to our eyeballs in emails, text messages, phone calls and schleaze balls trying to sell us everything you can imagine. We want authentic connection with real people and we need to quickly understand how connecting with you is going to help us in our personal life missions. Otherwise, we’re probably going to miss everything you’re saying and UNSUBSCRIBE stat. That’s not to say we’re a one-way street – not at all! As we see that this is a good and mutually beneficial connection, we will often gladly jump at the opportunity to be part of the amazing work you’re also bringing into the world.
Remember, finding your target audience requires ongoing effort and analysis. Continuously monitor and adjust your marketing strategies to ensure that you are reaching the right people in the right way.
