When it comes to digital marketing strategies, knowing your audience is mandatory. This doesn’t just mean fancy analytics data, detailing demographics about what type of person stumbled upon your site, but is more to do with the kind of clientèle you are hoping to attract.

When starting up a small business, it’s easy to make the mistake of thinking that your product benefits everyone. Whilst this might well be the case, the marketing job you have set yourself by aiming to attract everyone is going to be a nightmare to achieve. Concentrating on reaching a defined and targeted audience is not only more achievable but far more cost and time efficient.

Getting to know your target market makes intelligent business sense and if you already have even a small customer base, it shouldn’t be too difficult either. Taking the time to know who they are makes it easier for you to understand their wants and needs, and once you know this, you’ll know how to pitch your product more effectively to them. What’s more, you’ll know what kind of website design and graphics best grab their attention, as well as the right key words to elicit the right sort of response. After all, shoppers are seldom seeking just a product; they are more likely on a hunt for a lifestyle.

Engaging in conversation with your clients helps you learn what works best for them, what they’re looking for and what they like. Shoppers like sharing their thoughts too because it personalises the shopping process and empowers them as consumers. Using social media is a great way to combine a little market research with advertising. For example, if you sell hats, ask your customers to submit pictures of their favourite celebrities wearing hats they love. Ask them to send in pictures of themselves in their favourite hat. You could incentivise the process by making a feature of the best photo or asking customers to vote on what the best hat in the world would look like.

Successful relationships are built on sincerity and good communication; nurturing good communications sets you apart from the millions of companies littering the web that have no real consideration or understanding of their customers. Make sure your business benefits from excellent customer relations and word of mouth that carries your small business towards a lucrative and stable future.

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