Marketing strategies are by no means a one size fits all kind of deal. Each business’s marketing needs are different and it’s important to know how to tailor your marketing strategies to your business’s specific needs. If you know what you’re doing and who you’re marketing towards, you’re already halfway there.

Identify your audience. You could have the best of the best email marketing tactics, but that will only get you so far if your target audience hasn’t used email for anything but school and password resets since the late 90’s. Learn about your clientele; ask yourself these questions:
• What’s the age range?
• Where do they live?
• Is there a higher percentage of men or women?
• What will they be the most responsive to?

Often looking at the data will help with this, but the most important factor is understanding who is actually going to care about what you have to say. Once you know your audience, the rest will come. The numbers are important, but thinking about what your customers actually want is what will allow you to reach them most effectively. After you’ve identified and learned about your audience, you can move onto other focus areas.

Social media. Once you’ve established who your audience is, you’ll be able to decide which social media platform you need to be on (and you do, trust us). If you’re trying to reach a younger audience, you’ll have more luck on Twitter and Instagram, whereas you might get a better response from the middle-aged generations on Facebook. Preferably you’ll want to be active on all of them, but knowing who you’re trying to reach will help you decide where to put the majority of your time, money and energy.

Connect with your customers. Once you know who they are and what they like, you can formulate an actual relationship with them by interacting on social media and taking the steps to personalizing your brand. Make sure your target audience knows that you view them as individuals, not as dollar signs in your eyes (even if you do). This is what will keep them coming back and choosing you over your competition.


About The Author

Bola Olonisakin

Bola Olonisakin

Bola is the founder and principal at GTECH Designs, a digital creative agency that helps small and mid-sized businesses launch, grow and succeed. Her research and work in web design, social media and strategic communication have been published in numerous books and articles, and she’s regularly seen on stage at events around the country. She’s responsible for teaching GTECH clients how to blend strategic goal-setting with great design to create effective online marketing strategies. You can reach her at [email protected]