One of the biggest marketing mistakes you can make is attempting to appeal to everyone. The best way to reach more consumers is to find your target audience – a smaller, more specific group.
For one of my companies, Gold City Jewelry, we have established a strong target audience though market research and customer data.
Some of the most important pieces of information about our audience that we use for advertising targeting and to shape our business decisions are the following;
Gender/Age: Our customer base is mainly male, and fairly young – usually in the age group of 15-25 years old.
Location: Although we ship to clients all over the world, 98% of our business is within North America. Surprisingly, even though we are based in Toronto, Canada, most of our orders are to the United States. California, New York, Atlanta, and Florida are among the most popular states.
Interests: Some common reoccurring hobbies that our audience enjoys are sports such as basketball, music, cars, fashion and traveling.
To communicate with and to grow our audience, we use multiple tools and strategies. For sharing content with them, the best choice for us is instagram. Due to the young demographic, they respond well to visual content and Instagram is the platform they’re all on. For reaching new people to expand our business, we find the most success with highly targeted Facebook ads and influencer marketing.