Know Your Customer!

Okay now the goal of any business is to maximize profit. I think we can all agree on that. Many people would say then that a business should target as wide of a demographic as possible. However, in my experience I have found this isn't the case. An online marketing plan can only be successful if a small business owner defines their customer. The marketing plan to reach a teenager would be much different then a marketing plan to reach a family. This is not to say that the business can't sell its product to all types of demographics, but it needs to design its marketing campaign around their key target audience. The small business will then be able to determine the different types of online marketing to focus on, and the content they should provide. For example, a local restaurant owner of a family friendly restaurant will obviously want its marketing plan to appeal to families. Perhaps they can use facebook to post pictures of restaurant activity, introduce new employees, and share new menu items. They can use Twitter to develop a two way relationship with the parents and engage them in conversation to find ways to improve their products. And they can use their business website to offer content, such as a "recipe of the week". On the other hand, a restaurant near a college campus would want to reach college age students. They can use social media to offer discounts for slower days of the week when they need to drive up business. Knowing your key demographic is essential to having a successful marketing campaign. If you need help defining your demographic email me or give me a call!