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Building Your Ideal Audience: A Guide for Effective Marketing

Did you know that one of the most overlooked aspects of marketing is the importance of cultivating a strong audience? Often, companies become so engrossed in their products or services that they neglect the fundamental marketing principle of having someone to sell to. Building an audience demands time, dedication, and a profound understanding of your target market's desires and preferences. The question then arises: how does a business embark on this marketing journey of defining and nurturing their audience?


Understanding Your Campaign Goals


Before we can begin diving into audience creation, it's essential to define your campaign objectives. Are you aiming to increase brand awareness, generate leads, or drive sales? Your goals will significantly influence how you construct your audience. For example, if your goal is to increase brand awareness, you may want to focus on reaching a larger, more general audience. On the other hand, if your goal is to generate leads, you may want to narrow down your audience to include only those who are most likely to be interested in your product or service. By understanding your campaign goals, you can tailor your audience creation efforts to ensure that you are reaching the right people with the right message.


Defining Desired Actions


Now, let’s talk about defining an audience. What specific action do you want your audience to take? Do you want them to visit your website, fill out a contact form, make a purchase, or simply engage with your content? Clearly defining your desired outcome will help you tailor your audience to achieve maximum results. This focused approach will also help you reach the right people with the right message, ultimately leading to more successful outcomes for your campaign.


Frequency of Reach


Another key point to consider is whether you want to reach your audience once or repeatedly. For brand awareness campaigns, multiple exposures might be necessary. However, for lead generation or sales, a more targeted and focused approach might be more effective. Understanding the frequency of reaching your audience is crucial in determining the success of your campaign.


Expanding Your Reach


Next, we want to focus on your offerings. Are there other products you can entice potential consumers with? While your initial audience might be straightforward, exploring additional segments can broaden your reach and uncover new opportunities. Consider targeting similar demographics, interests, or behaviors to maximize your campaign's impact. By diversifying your offerings and targeting multiple segments, you can increase your chances of capturing the attention of a wider audience and ultimately driving more sales or leads. By continuously expanding your reach and adjusting your tactics, you can optimize your marketing efforts and achieve greater success in reaching your target audience.


The Power of Basic Audiences


Knowing your audience and catering to them is huge when it comes to successful campaigns and  basic audiences are a great starting point for building your consumer base. By targeting demographics like the following, you can reach a broad range of potential customers.


Demographics

  • Age

  • Sex

  • Education

  • Marital Status

  • Homeowner

  • Employment

  • Location (Radius, Longitude/Latitude)

Interests

  • Websites users visit

  • Pages users follow or like

  • Companies users follow

  • Searches the user made on the web/social media platform

Retargeting

  • Website visitors

  • Users who’ve engaged with your website/ads


Leveraging Advanced Audiences


Advanced audiences allow you to refine your targeting and reach highly qualified leads. Consider using retargeting to reconnect with website visitors, lookalike audiences to find similar users, or custom combinations based on specific behaviors or interests. Most successful campaigns convert almost 3x better using an advanced audience vs. basic audience. Some things to consider when applying advanced audiences are:


Website Visitors/Retargeting

  • General: People who have visited your website.

  • Specific Pages: Visitors to particular pages (e.g., product pages, landing pages).

  • Actions Taken: Visitors who have performed specific actions (e.g., signed up for a newsletter, added items to cart).

  • Conversion Status: Visitors who have made a purchase or completed a desired action versus those who haven't.

Competitors

  • Website Visitors: People who have visited your competitors' websites.

  • Brand Searchers: Users who search for your competitors' brands.

  • Ad Engagement: People who have interacted with your competitors' ads.

Lookalikes/Customer Matching

  • Similar Users: People who share characteristics with your existing customers or website visitors.

  • Email Database: Users from your email list.

  • Purchasers and Converters: Customers who have made a purchase or completed a desired action.

  • Ad Engagement: People who have interacted with your ads.


Remember: Building an effective audience is an ongoing process for your marketing strategy. Continuously analyze your campaign performance and make adjustments as needed to optimize your results. By understanding your target audience and leveraging the power of audience segmentation, you can maximize the impact of your marketing efforts.


Don't miss out on the opportunity to connect with your ideal customers. Contact us now to get started on building a customized audience strategy that will help you reach your business goals today!

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