5 steps to target the right consumer audience

Marketers shooting for universal appeal can end up with subpar engagement and lackluster campaigns. Here’s how you can figure out whom to reach—and effectively get their attention.

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“In trying to please all, he had pleased none.”— Aesop’s Fables

Resist the temptation to appeal to everyone.

Sure, a wider audience might seem like the best way to sell more, but you cannot engage effectively if you water down your message to please different demographics. For example, marketing to women is problematic if you don’t offer specifics. What will strongly appeal to a teenage girl is not likely to resonate with a middle-aged mother of three, so what are you going to do?

The answer is simple: Narrow your target audience.

This will help you customize your marketing efforts to meet their needs. Think of it as a shortcut to success, requiring fewer resources to achieve positive results. It’s an essential part of your marketing and sales strategy.

However, it does take some doing. Targeting the right audience for your marketing efforts involves an in-depth knowledge of your product/service and your potential buyers. It is not enough to engage a professional writing service to develop your content. First you must know what topic is likely to provide value to you audience, and for that you have to do the research.

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