Understanding your audience

Target Audience

Written by: Johann Barnard

One of the many requirements of a successful marketing strategy is ‘understanding your audience’.

What does this mean? How can you truly know what existing and prospective customers want, and how do you turn that to your advantage? Short of acting like the National Security Agency and monitoring people’s every conversation, email or digital communications, this is an unreal goal.

What you can do, however, is to measure and monitor aspects of your marketing that offer valuable insights into how your messages are received and whether they produce the desired buying action.

Social media is obviously fairly easy to monitor and engage with customers, but email marketing campaigns provide an equally powerful way to reach your market, and monitor your success rate.

These types of campaigns are easy to execute and will help you gain a better understanding your audience.

Vera Romano, marketing manager of Everlytic, explains in this blog post how you can use your email campaigns to gain better insight into the habits of your existing and prospective customers.

Experiment
Try sending your mails at different times of the day, then compare the results. You can apply the same methodology to determine which day of the week delivers the best results.

Test, test, and test again
This is similar to the first point. You probably already have some understanding of your audience, which can be combined with results and analytics gained from your marketing activities to narrow down the times, days and types of messages that are most effective.

Segment your audience
Segment your subscriber database according to industry. In this way you will be supplying the right content to the right people at all times. Take this a step further by using different marketing channels – email, mobile and social – to engage with your clients on platforms that deliver the best results.

While these tips relate specifically to email marketing campaigns, the principle remains the same for most other marketing activities. It is also evidence that successful marketing requires adaptation of your approach to make the best impact.