To find success online, your business will need to attract as many new customers as possible. But, appealing to a wide audience doesn’t necessarily mean casting a wide net. Trying to sell products and services to everyone could keep you from selling to anyone.
Instead, you’ll want to work to build a sizable unique audience. You should work to target a specific market and strive to grow that audience over time.
What Is A Unique Audience?
In the world of digital marketing, you can’t just look at the number of hits a site has received or the number of views a video has. You’ll want to focus on the total number of people that have interacted with that content.
The term “unique user” has often been used to describe the number of individual visitors that a site has received in a period of time. But, many companies are beginning to realize that this measurement is inaccurate. For example, someone might visit a site on their tablet, then visit the same site later with their smartphone. Analytics may measure these people as two distinct users. But, it’s possible that only a single person is viewing that content.
A unique audience is different from a unique user. It measures the actual number of people that are seeing your advertisements or interacting with your content. Learning how to measure your unique audience will give you a clearer and more accurate picture of your reach. Focusing on a unique audience rather than unique browsers will give you more opportunities for growth.
Attracting a unique audience is especially important in the rideshare industry. Statistics show that many people that use these services become repeat customers. Reaching a wide audience provides tremendous potential for growth.
The term “unique audience” is also used to describe niche audiences. A niche audience describes a subgroup of a larger audience. Niche audiences may be small in size, but they can provide tremendous value to a business.
How To Tap Into A Unique Audience
To reach a unique audience, you’ll want to have a clearer picture of your target audience. You should be asking yourself the four Ws: who, what, where, and why? Who is your audience? What does your audience want? Where is your audience located? Why would your audience want to use your product or service?
While basic market research will get you off to the right start, you’ll want to know more than the age, location, and general income of your users. You should get to know your audience so you’re able to market to them more effectively. If you’re focusing on a niche market, you’ll want to look at the things that separate these customers from other customers that use the same kinds of services.
Take the time to craft customer personas. Create fictional people that represent the real individuals that make up your target audience. Work to flesh out these personas so that they feel like real, flesh and blood people. Decide the kind of job they have. Look at the places they visit on the weekends.
If you’re struggling to create believable customer personas, you may want to spend more time around your target audience. Take a closer look at the people that are following your business on social media. Interact with people in online communities like Reddit. Pay attention to the kinds of conversations your target customers are having. If you’re able to identify the problems your potential customers are dealing with, you’ll be able to present effective solutions to those problems.
You should find out where your customers are and work to have a presence in those places. You should be active on the social media platforms your unique audience is using. You should be running ads on the websites you’re visiting. You’ll want to go above and beyond to ensure you’re reaching this audience.
While this might seem like overkill, studies show that people are more likely to perceive something positively when they see it repeatedly. This phenomenon is known as the mere-exposure effect, and it is also described as the “familiarity principle.” Advertising can also boost awareness, which can help you to convert potential customers into actual customers.
In addition to identifying your unique audience, you’ll want to work to grow that audience. Direct response marketing can be an effective way to reach out to current and prospective customers and push them towards taking a specific action.
Work to create content that will encourage people to respond in a specific way. For example, at the bottom of a blog post, you may want to encourage people to opt into your email list. When you send out messages to the people on your mailing list, you should urge them to contact you directly for more information. You may want to include special offers in your advertisements. Ads like this won’t just boost awareness; they’ll encourage people to take action.
You’ll also want to take a closer look at your own analytics. What are the most popular pages on your website? What are some of the search terms that are bringing people to your site? How are users finding your site? Are they being brought there via a search engine, or are you getting more mileage out of social media? Which pages have the highest bounce rates?
Focusing on analytics can help you know how you’re succeeding. It can also help you to see the ways you’re failing to tap into your audience. If your social media presence is dismal, you’ll want to work to improve that. If certain pages on your site have a high bounce rate, you’ll want to think about what’s causing people to leave your site. You may want to make changes to your site to make it more user-friendly.
If your site is fairly bare-bones, and you haven’t been spending a lot of time on social media, you may not be able to learn much from your analytics. If your site doesn’t have some sort of blog, you may want to consider adding one. Creating informative and helpful content can help you to tap into a unique audience. It can also give you a clearer picture of what your audience wants.
Search engine optimization should play a key role in any marketing strategy. But, it’s more important to create content with the end-user in mind. You should be writing for your unique audience rather than search engines. Search engine algorithms are created with users in mind. If you create user-friendly content that’s packed with information, you’ll be able to attract a unique audience and craft content that will stand the test of time.
Search engines change their algorithms regularly. It’s estimated that Google changes its algorithm more than 500 times yearly. You won’t find success if you write content for search engines. When you add content to your site, you should always keep your audience at the forefront of your mind.
No matter who your target audience is, it’s likely that they’re browsing the internet via mobile devices. The majority of users in all demographics are accessing the internet via smartphones and tablets. As of 2018, over 52% of all web traffic globally has been generated through mobile devices. Those numbers have only been increasing since then.
That’s why you’ll need to make sure that your site is mobile-friendly. If your site doesn’t have a responsive design, it’s time for you to make an update. You’ll also want to keep mobile users in mind when you’re advertising and creating social media content.
Don’t be afraid to look at unconventional advertising methods. Tried-and-true advertising methods may not be the best ways to reach the unique audience you’re trying to attract. Unconventional methods of advertising also tend to be more affordable. Instead of advertising on the radio, try running ads on podcasts or streaming services. Instead of running print ads in major newspapers, consider advertising on YouTube. Try advertising in a mobile game or in an ezine.
Unconventional methods of advertising can help you attract the attention of an audience that your competitors aren’t reaching. Finding new ways to advertise is essential if you hope to target a niche audience. Find out where your target audience is. Make a point of advertising in these places.
Why Unique Audiences Are Beneficial For Marketing
Companies have a limited amount of money to spend on marketing. It’s essential that companies use those marketing dollars effectively. Simply advertising your business isn’t enough. You’ll want to understand who your target audience is and work to market directly to that unique audience.
Once you’re able to form a connection with the unique audience you want to reach, you’ll be able to build a sales funnel that is designed to reach those potential customers. A sales funnel begins when a prospective customer becomes aware of the product or service you offer. From there, you’ll want to work to build interest. Understanding your target audience will make it easier to catch people’s attention and create content that appeals to them.
The next step of the process is when a customer makes a decision. For example, a prospect may have decided that they want to use a rideshare service to get to where they need to go. But, that person will still need to decide which service they want to use. The final step is when a prospect takes action and becomes a customer.
Focusing on your unique audience will allow you to craft messages that are designed to appeal specifically to that audience. A senior citizen has different needs than a new college graduate. Make sure that the messages you’re sending out are relevant. You’ll want to understand who your unique audience is so that you can find the best ways to reach them.
In many cases, you may be able to identify an audience that is being underserved. As an example, if the majority of ride-sharing services are ignoring a community, another service could benefit greatly by focusing their marketing efforts on the people that live and work in the community that is being ignored. Identifying an underserved market can help businesses of all sizes to stay competitive.
One of the biggest benefits of focusing on a unique audience is that your marketing strategies will involve less trial and error. When you know exactly who you’re advertising to, it will be easier for you to ensure that the strategies you’re implementing yield your desired results. You’ll have more control over your marketing and be able to avoid marketing strategies that are resource-heavy.
Above all else, identifying a target market and working to grow your unique audience can help you to make smart decisions with media allocations. Only the largest companies in the world can afford to advertise everywhere. When you understand the audience you’re trying to reach, you’ll be able to avoid advertising to a wasted audience. A wasted audience is people that would never buy your products or services. You’ll see a larger return on the marketing dollars that you spend when you avoid them.
Identifying and researching your target market can be time-consuming. It can also be costly. Although it can be difficult for smaller businesses to justify these kinds of expenses, it’s important to consider the return on the investment that you’re making. Once you know who your target audience is, you’ll be able to avoid wasting your time on low-value prospects. You’ll be able to use your marketing budget more effectively. In the long run, working to identify and build your audience will save you money.
Once you’re able to penetrate a target market, you’ll see your unique audience size start to grow. You’ll be able to advertise effectively to that audience, which will cause more people to take advantage of your products and services. This will allow you to build a strong referral base. Understanding your unique audience will allow you to create a marketing strategy that will help your business thrive.