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Five Marketing Tactics To Reach Your Target Audience

Five Marketing Tactics To Reach Your Target Audience

Marketing doesn’t work like a magic wand. Its main purpose is to match the value your business is creating with the right customers. There’s no one-size-fits-all marketing strategy that will deliver you the results you’re aiming for. A proper strategy focuses on really understanding your target audience, knowing what your customers ask for and determining the best channels to deliver it on.

Like it or not, social media is here to stay, and, as we speak, it is shaping the way local businesses develop and interact with their customers. As a business owner in Dallas here are five tactics I use to reach my target audience:

1. Build your personal brand.

Once you understand the importance of branding, you see its value even on a personal level. Right now, LinkedIn is a great place to build and expand your personal brand. The professional networking site attracts some 50% of Americans with a college degree, as well as people from relatively high-income households, according to a recent survey by Pew Research Center.

If you haven’t updated your LinkedIn profile in years, go do it right now. Then use LinkedIn to network and introduce yourself to influencers in your industry. Be proactive: Share content and interact with posts from other members in your industry.

LinkedIn is also a powerful tool to connect with future clients and partners. You can use LinkedIn’s built-in search tool to find your target audience (e.g., CEOs in Dallas) and then send connection requests. Don’t just sit and wait for people to add you. Take charge and go after the audience you want in your network — just make sure your LinkedIn profile is complete with your latest information.

2. Utilize online communities.

According to the aforementioned Pew Research Center survey, 68% of U.S. adults are Facebook users and about three-quarters access Facebook on a daily basis. So you can’t afford to ignore Facebook as a marketing channel in 2018. Facebook groups are nothing new. But they are more important now, since Facebook’s recent algorithm change has prompted a decline in organic reach from pages.

Facebook groups are a great place to build — and engage with — a community around your topics of interest. For example, a local fitness company can create a group around healthy lifestyle or outdoor activities. Once you create a group, focus on educating your community and fostering trust — not selling your product or service. Based on my personal observations, I believe people like to buy from people they like and trust. One way to build this trust is to provide free resources inside your Facebook group, such as free e-books, PDFs, minicourses or cheat sheets. Then design a strategy to make your free offers lead into paid options. For example, if someone downloads your free e-book on “Healthy Eating For Young Adults,” you can offer one-on-one coaching or other products at the end of that e-book.

3. Become a smart investor.

Social media platforms are becoming pay to play. Data from 4C Insights revealed that the amount spent on Facebook and Instagram ads in Q3 2017 increased 27% and 55%, respectively, quarter-over-quarter. Overall, the total social advertising spend was up 129% year-over-year and 31% quarter-over-quarter.

That said, ads are still inexpensive. You can get results without breaking the bank. Use tools such as AdEspresso or Qwaya to find inspiration about ads that best perform in your industry. Make sure to use the right platform for your target audience. Per the earlier Pew Research Center survey, Facebook is used by a majority of American adults across a wide range of demographic groups, while Instagram and Snapchat are especially popular among 18- to 24-year-olds.

Facebook groups are a great place to build — and engage with — a community around your topics of interest. For example, a local fitness company can create a group around healthy lifestyle or outdoor activities. Once you create a group, focus on educating your community and fostering trust — not selling your product or service. Based on my personal observations, I believe people like to buy from people they like and trust. One way to build this trust is to provide free resources inside your Facebook group, such as free e-books, PDFs, minicourses or cheat sheets. Then design a strategy to make your free offers lead into paid options. For example, if someone downloads your free e-book on “Healthy Eating For Young Adults,” you can offer one-on-one coaching or other products at the end of that e-book.

3. Become a smart investor.

Social media platforms are becoming pay to play. Data from 4C Insights revealed that the amount spent on Facebook and Instagram ads in Q3 2017 increased 27% and 55%, respectively, quarter-over-quarter. Overall, the total social advertising spend was up 129% year-over-year and 31% quarter-over-quarter.

That said, ads are still inexpensive. You can get results without breaking the bank. Use tools such as AdEspresso or Qwaya to find inspiration about ads that best perform in your industry. Make sure to use the right platform for your target audience. Per the earlier Pew Research Center survey, Facebook is used by a majority of American adults across a wide range of demographic groups, while Instagram and Snapchat are especially popular among 18- to 24-year-olds.

4. Tell your story using video.

Video is taking over. In fact, almost a third of internet users had watched a live-stream video, according to GlobalWebIndex data released last year — that is a 20% increase compared to the previous year. Video will be king in 2018, so you need to jump on board. If you are not convinced yet, go check your newsfeed on Facebook and LinkedIn.

Produce short videos to share customer testimonials, stories, lifestyle tips and business advice. Make it real. You don’t need fancy equipment. Your smartphone will do the job. Make sure your video content is engaging and speaks to the needs of those interested in your business.

Personally, I use my mobile phone and a “one-one-one” formula for video content. It means one key message in approximately one minute in one video. By doing this my videos are short and to the point — I don’t use fancy equipment or editing tools.

5. Empower employees to become brand ambassadors.

Your team members are your number one asset. Most of them are already on social media, so why not encourage them to become brand ambassadors? Empower them on social media and make sure you celebrate their efforts and achievements.

In my experience, a business that is people-focused is more appealing to its customers and partners. So ask your team for ideas on how they see fit making your brand values and business positioning visible on social media. What is it that they could do to be a part of that? Surely, at the same time, make sure you have a social media policy in place to help everyone be on the same page about the brand identity and the kind of messages you want to promote.

I know marketing your business can seem like a lot of work, but don’t get overwhelmed. My suggestion would be to pick one of these tactics to start implementing right away. I am a big believer that when we take action and stay consistent, the magic happens.

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