5 Fundamentals of Targeted Marketing

When you’re ready to grow your home service business, you need a marketing strategy that appeals directly to your target audience – but before you can do that, you have to identify your target audience!

Your entire marketing strategy, content, platforms, ads, etc, will be designed with your target audience in mind. That means you need to know who they are, where they are, what they need, and how you can help solve their problems BEFORE you can create an effective marketing strategy.

A lot of small businesses use the “spray and pray” approach to reach potential customers. They blast their message across any and all channels and pray it reaches their mark, and it’s about as effective as it sounds…
If you want to create effective advertising campaigns and avoid wasting money and time, you need to start by identifying your target audience. Here’s how:

  • Who am I targeting?This is a clearly defined group of consumers who are most likely to buy your product or service. They’ll likely be homeowners at a certain income level who all live within a specific geographic area.
  • What Can I Offer Them?What are your potential customers struggling with, and how can your business make their lives better? Identifying your customers’ pain points helps you craft a message that speaks directly to their problem and more importantly, offers a great solution!
  • What Do I Need to Know About Them?The more you know about your target audience, the more specific your marketing message will be. Knowing who they are and where they live is a good start, but it’s also incredibly helpful to know as much as you can about their spending patterns and buying behavior, interests, and stage of life.
  • Where Can I Find Them?Social media is the most effective marketing tool for small businesses, but you have to choose the right platform! You need to do your research to determine if your target audience frequents Facebook, Instagram, TikTok, or whatever social network pops up next! The age of your target demographic can help point you in the right direction. If you’re targeting the over-40 crowd, Facebook is probably your best bet. Millennials tend to flock to Instagram, and Gen Z is all about TikTok! Choosing the proper platform for your audience is essential to your marketing success.
  • Who is My Competition Targeting?Home service providers are all pulling from the same local customer pool, so it’s important to know how your competition is reaching potential customers. Are they connecting on social media? Using local advertising options? Relying on word of mouth? Knowing which channels your competition is successfully targeting helps you beat them at their own game!

Identifying your target audience is the first step on the road to success! The team at Resonetrics specializes in identifying your target audience and devising a marketing strategy with them in mind. Check out https://resonetrics.com/problems-we-solve/ to learn more!