One of the most common problems a business has is finding a connection between itself and its customers. To expand your market, you must make yourself appealing to a new audience, while maintaining your current one. This balancing act is a difficult undertaking. While we want to connect to the new market effectively, we do not want to alienate our current one. This is when understanding your audience, solid market research, and effective social media marketing come into play.
Develop Your Persona
When you are developing your brand to communicate with a specific target market, the promotional material has to be in line with a definite persona. Valuable content, leveraged marketing via link building and solid SEO will get you ranked higher, however, it’s worth nothing without descriptive personas. After all, if you are already covering a mature target market, and you’re going for the youth contingent, are you sure that you have enough of a quality persona to appeal to both markets? How do you find out if you do? Very simply, you ask! You can do this through surveys, or you might want to offer interviews on a one-on-one basis. You want to discover the motivations behind choosing a specific product. If you discover that you are giving off a negative impression to the youth market, you can start righting these wrongs over time.
Don’t Try And Skew The Research Results
Trying to appeal to a specific market mean ensuring your product is suitable for them in the first place. If you’ve done effective research, the results will speak for themselves. You can’t sacrifice your current market for the sake of the new one. Playing the numbers game could cause a lot of damage to your business. Instead, focus on what you already have. Gradually build up your appeal to the other target market over time. While you may conduct research that takes months or even years, it’s still about one simple thing.
It Always Goes Back To The Product
Your products irradiate a certain appeal to a specific target market. If you change the product to the detriment of your current market, but the desired target market doesn’t take to it, you are still back at square one. Ensuring the product is doing its job, and appealing to the emotions of a specific target market, is priority number one. You need to shift the products more than anything. Everything else is secondary. Leveraging what you already have, by looking at your data collection processes, may help you find new trends. While this helps get you more leads, it’s going to be more likely that these leads will be within your target market.
If you have made a success of your product with a specific target market, is it now time to diversify the products so it does appeal to these target markets? As opposed to altering the one product you have, diversifying your efforts will be a far more fruitful process. Again, it’s something that requires detailed research, and the necessary time to make it successful. You might find that your current product is something that can be altered slightly to fulfill the emotions of this desired target market. And if you are looking for the youth contingent, social media is one of those great ways to get insight.
Choosing Your Channels
Social media is undoubtedly the most common way to advertise. Many small businesses prefer social media to even their own website! However, if you are working to appeal to the target market, will social media work? Understanding the specific needs of the new target market is something you will have to repeat. Demographics work wonders in this respect, although they tend to be more useful with regards to technology. While we made this considerable shift from analog to digital, there are still some markets that don’t have a computer. This is something you need to consider if you are trying to appeal to the baby boomer generation, or even older.
Evolution is a given for any business to keep up with the times, but it’s not about betraying your product. It’s still important for you, as a business, to utilize the most significant relationships with your customers. There’s no point in betraying your current customer base for a new one. So if you are working at developing your appeal to another target market, be sure that you are doing it for the right reasons.
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