How To Tailor Your Marketing To Your Key Audience


Once you have identified your target market, it’s all about tailoring your business to their needs. This ensures that you attract the right customers and encourage more return business. The exact steps that you will need to take to attract the right customers or clients will differ from one segment to another. For example, if you own a hotel that is near to a large conference centre, then professional conduct and meeting rooms are essential. If you have a web design company that is aimed at start-ups, then you need to be able to communicate your offer and your prices clearly. 

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So, your marketing strategies will vary based on who you’re trying to reach. For example, marketing to doctors is very different from marketing to tourists, but here are some general tips to tailor your strategies.

Use Advertising To Target Your Ideal Customers

Facebook, Google, YouTube, and a variety of other platforms make it easy for you to set your budget and hyper-target your advertising. You can use the language your audience uses in your ad copy, select gender and age range, choose a locale, target specific interests and topics, and more. Remember to time your promotions for the best results. 

Offer Discounts and Promotions

If you know larger groups like make use of your business, then offer a group discount. If you know that business people often come to you, create a loyalty program. Tailoring your promotions to your guests means that you can make sure that you aren’t spending time and money on an audience that isn’t interested in your services.

Tailor Your Communication

Does your audience like to receive email updates or do they prefer to communicate via SMS message? Although more and more businesses are making use of new technology, the best practice here is to think about what your target guest’s preferences are, and stay in touch with them using their preferred channel. Not only is the method that you use to speak to your audience important, but the voice and consistency of your brand counts too. Make sure that your branding is solid and that your company has a clear voice.

Offer Unique and Unusual Amenities

Whether it’s a mini-golf course or a video game arcade, create the kind of environment that your target customers like to hang out in, on your property. This could be a costly investment, so don’t rush into it if you don’t have the budget for it. Do keep this idea in mind as your business grows, because it has a lot of benefits as you become more established. A strategy like this can end up becoming a major competitive advantage for your business.

Leverage Local Events

If you know that you typically get a lot of bookings or purchases around particular times of the year or during specific events, then make them a part of your value proposition. Additionally, you might be able to find a way to elongate and extend the event experience at your business so your audience knows they’re in the right place whenever they return.


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