Are You Targeting The Right Audience With Your Marketing?

Most of the work that goes into a marketing campaign is typically unseen, as it involves learning about your audience, what they want to see and what they will respond to most positively.

This is why it is important to choose the right marketing agency to partner with, as they can not only help with the marketing materials, imagery and copy, but also ensure that your efforts, your branding and your budget are being targeted towards the audience you want to attract.

Having a knowledge of your audience is key for any communication, whether it is to provide information, entertain or sell a product, but there are many subtle elements to this that need to be factored in.

With that in mind, here are some common issues and what you, as a local business, can do about them.

A High Bounce Rate

Unless you have designed a landing page specifically to provide information without a call to action attached to it, users will generally visit more than one page of your company’s website.

Users who click onto your website before clicking away are typically described as “bounced” users, and a high bounce rate is usually a sign that readers are not immediately engaged with your website and its content.

There can be several reasons for a high bounce rate, including a website that takes too long to load, does not adapt for a wide range of devices or which has overly aggressive pop-ups.

A high bounce rate with these taken into account suggests that the website and/or its content is focused on the wrong audience.

Similarly, if you notice a lot of people unsubscribing to your emails or failing to open them, it could also be a sign that you are targeting the wrong audience.

Your Target Audience Is Too Broad

Businesses naturally want to appeal to as wide an audience as possible, but this can be counterproductive if your product or service offering is aimed towards a more specific subset of customers.

Most market sectors have layers of specificity… a mechanic, for example, may specialise in servicing a specific type of car brand and, therefore, it is pointless for their marketing campaigns to target Ford owners if they only supply parts for Land Rovers.

Similarly, if your business has a local catchment area, then the ability for online marketing to draw the attention of potential customers from all over the world can sometimes be a hindrance rather than a help.

It is essential to focus less on how many people see your business and instead look for people who are likely to be interested in buying what you have on offer.

A Low Conversion Rate

Sometimes, the issue with your audience is more nuanced. Sometimes your marketing campaigns do get engagement and your carefully written content gets clicks, views, comments and positive feedback. 

However, whilst engagement has its own value, the goal for any marketing campaign is conversions, and if you get a lot of interest but no buyers (or people following your calls to action), there is a problem, which is typically caused by not targeting the right audience.

Perhaps you have found an interested audience, but not one that needs your service. Perhaps they cannot afford it. Perhaps they do not feel the pain points or experience the problems you intend to solve.

This could be either a problem with seeking out the wrong audience, or perhaps you need greater clarity on what solutions you can offer the audience you have acquired.

Whatever the issue, we’ve got the potential solutions… so give the Handy Marketing Company team a call!