Marketing to the Customer: Knowing Your Target Audience

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2020 was a strange year all around, but 2021 is the year that we start getting things back on track and that includes the way that we market to customers. It’s not just about marketing in the old ways. It’s about appealing to customers in the ways that they expect and deserve, and that means taking a look at the following:

Customer-Centric Marketing
Number one on every marketers list should be customer-centric marketing. While this is supposed to be top of mind at all times when it comes to marketing, it’s something that many marketers just don’t seem to get. It’s important to know who your target audience is and craft a message the speaks to them. Instead, many marketers are focusing too much on the data and the return on investment and not enough on what customers are looking for.

Loyalty Drive
Getting new customers is always important from a marketing standpoint, but throughout the pandemic it’s become even more apparent that retaining loyal customers is even more important. Loyalty drives even more purchases and it has a whole lot of staying power. Even when things are rough, the loyal customers are more likely to continue to buy than brand new customers. Going into a still uncertain time it’s important to keep those loyal customers coming back.

Improved Technology
Technology is another area where brands and marketing have continued to grow, but in light of the pandemic we’re seeing an even stronger push to online. More and more people are targeting their audience through digital campaigns and shopping online and it’s likely that many of them will continue to do so. That means marketers need to be prepared to take even more of their marketing online, using social media and blogs to attract customers rather than in-store signage.

Advanced Personalization
People like the personal touch when it comes to deciding who to buy from, and that has been largely taken away by the current situation. There’s very little face-to-face conversation happening, but that doesn’t mean that customers are willing to sacrifice that personal touch. It means that marketers are going to have to get creative and start personalizing in new ways, using technology and virtual resources.

Be You
There needs to be a cohesive stance on brand identity going into 2021. If your brand has taken a stand on something or has expressed a stand on something it’s crucial to stand by that and to support it in more ways than just talk. People are noticing when brands talk a big game but don’t actually walk the walk and they’re not appreciating it. In fact, they’re turning away from brands that they think are patronizing rather than actually making a difference.

Social Media Advertising
With so many people spending so much time at home, social media use is climbing and it’s likely that this will continue for some time to come. That means advertising on social media is a big benefit for businesses and could be the answer you’ve been looking for when it comes to how to get more attention from current customers and how to attract new ones. Where other forms of media are starting to become less attractive, social media seems to be growing.

Product Changes
This is a good time to reevaluate everything that you’re doing and to determine if the current products and services are really speaking to your customers. It’s a good time to start removing products that no longer serve the customer and enhancing or adding new ones that speak to the new needs and desires of the customer base.

Marketing in 2021 is going to be different from what we’ve seen in years past, but that means entirely new opportunities for businesses to get in early and start making improvements for their customers. If you’re interested in strategizing new marketing initiatives to help reach your target audience, Keys Creatives would love to help! Reach out to our team today for a free consultation.

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