It gets evident by the day that businesses cannot survive outside of the digital space, and many are adopting digital marketing as a leverage standpoint. However, reports show that 62% of Ads on Digital platforms such as Facebook fail, which is often attributed to the wrong targeting of their market audience.
Here is how we approach audience targeting 100% of the time. It saves money and effort while achieving bewildering results.
We determine our target market, their needs, what appeals to them, and what language interests them.
Your company can concentrate its marketing efforts and budget on the demographics most likely to become customers. With this approach, you will generate business leads quickly and affordably.
WHAT IS A TARGET MARKET (AUDIENCE)?
A target audience is a set of persons who are most likely to buy your product or patronize your service, people you direct your marketing efforts to.
WHAT IS AUDIENCE TARGETING?
Simply put, audience targeting is the science of identifying your target audience.
The processes involved in discovering who you should direct your marketing efforts to are referred to as audience targeting.
PANDORA AGENCY’S APPROACH TO AUDIENCE TARGETING.
We are a marketing agency, and at the core of our strategic operations is an intention to reach a buying audience with our Client’s key messaging.
We’ve deployed this approach for over 7 years and developed a formular modulated in 3 essential questions.
- Who is our audience?
- Where can we find them?
- How do we reach them?
Does this approach work for every marketer, irrespective of the nature or environment of your product? The answer is a resounding Yes!
WHO IS OUR AUDIENCE?
What is their age range, their educational level, what industry they work in, what are their hobbies, how do they think, how do they communicate, what challenges do they face, what platforms do they visit, what causes do they support, etc.
Everything that will help tailor your messages to suit the persona you created from your research.
How do I find these answers?
- Study the personas engaging with your marketing posts on social media.
- Go to your competitor’s page, study their audience.
- Make a list of individuals who patronized your product or service in the past and study them.
- Be creative in researching other methods.
These will help you identify who you are selling to and the best method for effective sales.
WHERE CAN WE FIND OUR AUDIENCE?
We understand the internet is a global village with varying cities; there is a trait with people on Facebook that might not be found with most people on LinkedIn. Once your target audience is understood. Next is narrowing down your research on where to find them, as this is one of the most critical determinants to capturing your audience fully.
The parent company of ZIROOPAY, IroFit Technologies, contacted us at PANDORA Agency in December of 2021 to develop a comprehensive marketing strategy to increase ZIROOPAY’s POS adoption by retailers and merchants by over 15% the following year and also expand into new industries (beyond micro and small businesses) and geographical areas (beyond Lagos) within Nigeria.
After detailed market research, we found a good share of the brand’s market (bearing in mind the set objectives of the client ~ significant increase in market adoption) via structured and unstructured businesses, primarily in Lagos. Individuals who might not have the time to view our digital ads. This discovery was relevant to our success in this project because we knew where to direct our effort.
HOW DO WE REACH THEM?
This is the major final question we ask in our approach.
- If our audience is companies and businesses on LinkedIn, we promote ads on LinkedIn.
- If they are on the streets, we go traditional via OOH advertising!
By learning where your audience is, where to find them, and how best to can reach them, you will save your advertising spend considerably as opposed to throwing darts in the wind, achieve massive results in a shorter time, reach out to more people who need your product or services, and save everyone the stress of shooting in the wrong direction.
Reach us at Pandora Agency if you have any questions or wish to hire our services to help your team.
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