There is a belief that to be successful in the online world, there is a need to cultivate many new customers as possible. With that being said, it is no wonder that many companies assume marketing to a wide range of people and markets is necessary. The wider they reach, the more potential customers they will acquire. Well, to tell you directly, this assumption is wrong.
When you explore the world of digital marketing, you will not only discover the latest digital marketing trends in 2022, but you will frequently encounter the word “target audience.” You are simply targeting a specific market where you focus your marketing message on the right people – the most likely to avail of and buy services from you.
It is crucial to know how to identify your target audience and learn more about it along the way. This ensures you take your construction brand to the right market most effectively and cost-effectively. Find out everything you need to know about the target audience in this blog post.
What is a Target Audience, and Why Do You Need One?
In marketing, even the most effective campaigns do not reach everyone. To develop an effective online marketing campaign, you must reach the people who will benefit most from what you offer, and this group of people is none other than your target audience.
So, what is the main reason your target audience is important, and why do you need one? The simplest answer to this question is that the language, channels, and information you will use to connect with your audience may not be as effective with one demographic as with another. Therefore, determining your target audience will help you create a tone of voice that can connect and speaks to your customers.
A target audience, by all means, gives you a sense of direction in your marketing campaigns and guarantees more consistency in your marketing messages to build stronger relationships with your customers.
Types of Target Audience
At this point, we assume you already know the over-arching definition of a target audience – a group of people to whom you desire to offer something. Now, let’s figure out next who your target audience is by knowing the different types of the target audience first:
1. An age-based target audience profile:
People of different ages decide and act in different ways, respectively. Surprisingly, the person most likely to use your services or products may not be the person you target. When you do not have a realistic age range for your target audience, try and keep your target market as narrow as possible. For example, if you offer a range of commercial construction services, research and find out the ages of CEOs within your industry. Doing so helps you to develop marketing strategies that appeal to the right age range.
2. A personality-driven target audience profile
One critical component of effective internet marketing is personality, and it is something that must show up all in your marketing campaigns. When you think of ways to determine a target audience, it is always worth considering what is valuable to your clients and what is not.
3. A geographical and local target audience profile
Not only is it not easy to earn attention when the scope is large, but you possibly cannot be able to deliver your products and services too. Always think about how you can connect with new clients in your local areas. Assess how far you can reach the audience from the farthest places to offer your services.
Steps in Designing Your Target Audience Profile
You may find target audience analysis an easy task, but it is not. There are a lot of factors you have to know first and incorporate when you are determining your target audience. Here are the steps you should follow to design a realistic and effective target audience profile.
Step 1: Determine the problems and needs of your target audience
USP stands for Unique Selling Proposition and is one of the many ways your construction company can differentiate itself in any industry. To pick the right USP, you must put yourself in a particular customer’s shoes. Determining your audience’s expectations, wants, needs, and pain points help you understand them better and guarantees that you are offering a service that will impact the marketplace.
Step 2: Examine your existing customers
If you find it hard to reach your target audience, get straight to your existing customers to obtain an insider’s look. And even if you only have a couple of clients right now, it is worth speaking to them and discovering what they share in common. Loyal and repeat clients help you better understand what type of people you must be targeting with your services and brands.
Step 3: Check out the competition
Looking at the current competition is one of the basic ways to discover details about your target audience. Check out their respective business websites, scroll through their social media feeds, and use social listening tools to gather helpful information. Get a feel of who your closest competitors are targeting, and then ask yourself whether the demographic they are particularly looking at also fits your construction business.
Pro Tip: When you are analyzing your competitors, remember always to find ways to fill the gaps they have missed with their marketing campaigns. This is an excellent way to boost your sales potential and set yourself apart from the crowd.
Step 4: Start building a community.
Knowing your target audience is not enough. If you want to connect with a more profitable market segment, you must immerse yourself in the entire environment you are working in. Create a community. You can start hosting a webinar where you can invite and interact with your preferred customers and find out yourself what they are looking for in a company.
Step 5: Design a user persona as a group or a team.
A target audience profile aims to use the information you collect to create a user or buyer persona. This persona acts as an avatar that you can keep on hand whenever you make an important decision about the future of your construction company. Personas include all important target audience demographics, including gender, location, age, and more.
Step 6: Decide between B2B and B2C types of customers.
One of the first few questions you need to answer when you want to find out your target audience is whether you are connecting with B2B or B2C customers. Apparently, different approaches are involved in your marketing plan in each of these segments. If you opt for B2C customers, you will offer more personalized marketing campaigns. Whereas for B2B, you will be focused more on showing the rational or logical ROI.
Step 7: Look at the long-term potential of each target audience
When you are searching for the ultimate target audience, you may find yourself in the wrong way of things. At first, you focus more on trying to find clients that are looking for your services. While it is a great start, it will only take you not so far. Ultimately, the goal here is you should not just be looking for a target audience that will not just buy from you but continue to be part of your client base in the long term.
Review your audience demographics and find the ones most likely to become repeat clients. Next, ask yourself how you can show support to your target audience in the long term.
Step 8: Use tools to help you
We are in the era of digital transformation. Therefore, you have plenty of digital resources and tools to help you make the most of your marketing strategy. When defining and building your target audience, check out relevant data from Google Analytics. Many marketers have widely used this platform. It can provide you with in-depth analytics details like who is visiting your construction website, what they like, and where they are coming from.
Reach the Right Target Audience with ConstructionMarketing.io
When you reach this part of the blog, it may occur to you that you are reaching the wrong people. On the brighter side, it helps you uncover new groups of people to target in your online audience strategy. Yet, either way, you must end up with a clearer idea of who to reach with your construction marketing campaigns. From there, you can establish buyer personas and targeted marketing campaigns.
You may consider hiring a full-service digital marketing agency when you need to determine and use the target audience with your campaigns. Here at ConstructionMarketing.io, we can help you figure out the right audience to target for your campaigns. With our hands-on assistance, we make sure we help you deliver a compelling message to your target audience. On top of that, we help you segment your marketing plans and guide you for most of your marketing decisions.
Talk to us today. We love to discuss all things related to digital marketing.