Marketing Corner
Marketing to Different Audiences
Marketing to different audiences requires a tailored approach to engage and effectively connect with each group.
Firstly, it's essential to understand your customers’/members’ unique needs and preferences. This involves research to identify demographics, behaviors and pain points. Once segmented, tailored messaging can be crafted to speak directly to each group. Selecting the right channels, such as social media or email, is crucial for reaching them effectively.
Personalised marketing tactics including customised content to address specific interests and challenges can enhance relevance and boost engagement.
Just as important to getting the items above correct, it is just as important to continuously monitor and analyse marketing efforts allowing for refinement based on performance data.
Remaining adaptable to changing audience preferences and market dynamics is key, as is setting clear objectives to measure results. By implementing targeted strategies, you can engage diverse audiences effectively, driving engagement, conversions and brand loyalty.
To put this into perspective for sporting clubs or community organisations, here is an example.
A football club has senior and junior members and currently has one newsletter and one Facebook page. How can the club effectively advertise to each group that has very different requirements?
Consider operating senior and junior social media pages separately
On your website have a different page/s for seniors and separate pages for juniors
Utilise different colours for each group so that seniors or those affiliated with junior members can easily identify what messages are important to them
Work out the pros and cons of running two email newsletters (2 x email databases) so that newsletters can be specifically targeted to junior or senior members
Decide if each group needs a different logo/branding
Ask your members (e.g. a survey) how it is best to communicate to them and what has and hasn’t been working well
Get your messages worded right based on the ‘decision-maker’. For example, a senior member is likely to make their own decision whereas a junior members’ decisions are likely to be a parent or carer. Therefore, for junior members, you need to word your messaging to parents and carers.
If you are running paid social media posts, ensure posts are worded correctly and you modify the demographics prior to “boosting” based on the key decision-maker
