Who Am I Talking To? A Lesson on Building Your Audience

“I want to target luxury-focused millennial women.”

“We want to get more millennials in the door.”

“Our audience needs to be younger.”

These are statements I’ve heard many times while working in digital marketing, especially in social media. Businesses know who they WANT to target, but they fail to realize who their content RESONATES with the most.

You can’t spend years building your audience of Boomers and then suddenly switch to only targeting Gen Z. Not only will you be alienating the people who care about your brand, but you’ll also end up shooting yourself in the foot by cutting your existing audience out of your online promotions. Expect fewer engagements, link clicks, and activity as a result.

What’s the secret sauce? Expand your audience, don’t shrink it.

Hyper-targeted ads work if you know your audience and really want to hone in on them, but expanding helps you draw in new fans while also speaking to your existing loyal fan base. This kind of testing will also help you see what types of content work for your ideal audience and what doesn’t.

Once you get your ideal client in the door by expanding your audience, then you can hone in on them with content that you KNOW they’ll love. They’ll be ready to engage because you’ll have gotten their foot in the door while maintaining engagements with your already-existing loyal fan base.

Want to learn more about how to get the right clients in the door? Hit the contact button and let’s talk!