Marketing: Do we have to tailor per audience?
Tailoring your marketing for your different audience groups is an important tool to boost engagement and loyalty, but it can also be expensive and time-consuming. In this week’s episode we discuss indivualising your marketing efforts; when it matters and when it’s ok to cross over.
Good morning, my name is Kiri, I’m the Business Growth Strategist here at Tiny Hunter, and today I want to talk about tailoring your marketing for your different audience groups. Now we know how important it is to individualize our communications and a one size fits all just doesn’t work in marketing. But, we also know that it can be exhausting and expensive to individualize all the time, and if you’re a small to medium-sized business, you probably have a limited budget in terms of marketing and resources available. How do you know when to tailor and when it’s okay for things to cross over?
Well, one thing that big brands are doing really well is they’re focusing on the medium, the channel, where your customers live and play, and really understanding what is their most preferred channel? Where are they spending most of their time, and what do they care about? Say you have an audience where, two very different groups, one slightly older and a younger demographic, and you know that the older audience, they don’t really live and play in the world of Instagram. This gives you a really great opportunity to tailor your Instagram marketing just for this younger demographic. You can be playful, modern. It can look quite different to your website, but still on brand, and it gives you just that great opportunity to tailor your marketing just for them in that one place that they prefer to be spoken to. And it says I get you, I know you. It seems simple, but so many brands I think try to talk to too many people in too many different places and it ends up falling a bit flat. It ends up saying, I don’t actually know any of you that well.
Another really great way is to understand the functional benefits of what your product or service offering delivers versus the emotional ones. You might have two or three different audience groups that buy your product because functionally it serves the same purpose for them. So in that instance, that messaging can be the same, It can be cross over to all those audience groups. But more often than not, it’s the emotional benefit that will differ between your audience groups. When you’re pulling on those levers, it’s a really great opportunity to tailor your messaging according to those different audience groups. It’s a balance really, and I think it doesn’t have to be tailored all the time. Just choose the moments where it counts. Choose the channels, choose the messages that are going to resonate most with your most desired consumer. And then there’s room for cross over for all the rest.
That’s it from me, it’s time for brekkie.
Written by: Kiri White
Published: October 11, 2023