When marketing for a brand, it can be common to have multiple audiences that influence the purchase decision. These audiences typically have different demographics and psychographics, meaning you need messaging that will appeal to each of them.
One of the biggest mistakes you can make as a marketer is using a unified messaging approach to talk to your different audiences. Targeted messaging is more direct and relevant to your audience segments, increasing the chance of better interaction with your content.
The platform you use to spread your message will depend on which audience you're trying to reach. Determining which audience uses YouTube versus Twitter to consume their content will help deliver the message to the target audience and produce the desired action you want your audience to take. Want to know how you can effectively reach multiple target audiences?
Check out these three tips:
A clearly defined brand story that connects with multiple target audiences influences how you communicate with them. The messaging to each audience will change, but the values, tone and personality of your brand needs to remain consistent across your multiple segments.
A clearly defined brand story will give your audience the why. It’s the reason your brand does what it does and why your audience should care and trust you. Stories motivate people to take voluntary cooperation. According to the Harvard Business Review, an emotional or tense brand story can cause the viewer to produce the chemical oxytocin in their brain. Oxytocin is produced when we are trusted or shown kindness, and it motivates cooperation with others. Your brand story makes all the difference in how your audience feels and interacts with you.
Your audience should influence the type of content you create. Identify the needs of your audience, what they expect from you, and how they view your brand. Once you know this, create content around that information.
If you're unsure about your different audience's needs, you can start by conducting online search studies and learning the demographics of your multiple segments. Implement direct surveys to ask your audience about their interests and dislikes. From there, creating audience personas can help you quickly identify what content your audiences need and want and how to connect with them digitally.
Listen to what your customers are saying!
A website is your number one sales tool. Segment your content by each audience to make your brand instantly relatable on a website. Make it easy to self-select where your audience should be right on the homepage and create custom content that satisfies the search. Solution finders are another way to identify audience needs on a website. Ask the user a few questions and provide curated content that answers the need.
If you’re uncertain if your brand should be targeting multiple audiences, start by conducting a workshop, like True’s AMMO, with your team. This type of workshop will help you identify and prioritize your audiences and create measurable objectives. The first step is to think of people and businesses that influence or make the buying decisions for your brand and narrow down from there. Once those are established, your brand story and messaging pillars become much clearer and have a purpose. Then you rely on determining the right methods to connect with each audience.
If you’re struggling to balance multiple target audiences or need help defining them or your brand story, see if an AMMO workshop could work for you!
Like what you've read and want more? Sign up for our newsletter to receive monthly insights straight to your inbox!
Explore the link between two-step distribution and content marketing for building product brands today.
True discusses tips for expanding customer loyalty and providing maximum value during a recession to DIYers/homeowners during a recession.