Obsess over finding the right audience. Relevance is the most important determinant of a successful campaign. And the relevance will be driven by delivering your message to the right audience. Once your marketing map is selected, work really hard to figure out how you will reach your audience. Too often marketing teams obsess over the creative when they should really be obsessing over how to reach the right audience.
Here are some things to consider in your quest to find your audience:
- It starts with having chosen a specific audience in your marketing map. If you didn’t get specific in this first step, then go back and re-work your marketing map.
- The digital marketing ecosystem provides many options for targeting consumers with certain behaviors. If you can define your audience by their current behaviors, then you will have many options.
- Many digital media platforms enable you to build “look-alike” audiences. If you can get a list of a thousand emails of people who are the audience, you can use the platforms to find others.
- Obviously, if you have your own first-party data on the audience, including their emails, you will be able to target your audiences easily across many media platforms.
- Consider working with an agency that can help you build an audience based on their 3rd party data.
- Test, optimize, and test again. Finding the right audience requires testing, reading results, and optimizing. You will be shocked by how much different your campaign performs once you find the right audience.
