Okay, muchachos. Here’s the thing, we know you’ve delved into the depths of your specific target market one thousand and twenty-seven times. You’ve discovered who they are, what they want and even how you’re going to get to them. Heck, you may even have a sketch of ‘Cleo,’ a member of your target audience thumbtacked to the wall above your desk. BUT, your target market wants you to know some other stuff too.
Wouldn’t it be amazing to get inside your target market’s head, rack their brains and discover all the ins and outs to their purchasing behaviours? We wouldn’t be the first to say that you 100% can! You just need to ask. But we’ve taken the guesswork out and prodded for you. We’ve asked each of our strategy clients how to best reach them through a range of advertisements and this is what we found.
“I am not that hungry. But you make me hungry.”
When we asked our clients about food advertisements, it was unanimous that videos were the most influential form of media to eventuate in an actual purchase. Videos were most fondly remembered from television and Facebook. They also commented that dinner time was the most prominent for impulsive purchases.
So what can we learn from this? Everything comes back to the mediums of content your business is choosing to publish. But as well as this, making sure that you are posting at peak times has never been more important. Have you sussed out the trigger points for your ideal customer’s needs, wants and ‘just gotta have’ feels for your product or service?
“I like shoes AND champagne.”
If you’ve been focussed on promoting your product without emotive lifestyle elements, you’re not alone. But let’s not forget that your target market is made up of real, living, breathing, sipping people.
This particular comment was made about brand influence and drawing closer connections with a business. Specifically, people were asked ‘what makes you like a brand more than others?’ The overarching response was that people want to feel known.
Your target market wants you to know them better than they know themselves. It may sound totally over the top, but when you think about it, it isn’t. When a brand you love offers you a new fashion recommendation, you trust it because they’ve got darn good taste. And if they launch a new product, you actually care because they ticked all of the boxes last time. And you get so many bestie vibes from the brand that you tell everyone you know about them – because the brand knows about you. Or so you think. Your target market wants you to know them on a deeper level.
The whole point here is to appeal not only to your customer’s immediate needs but to associate your product or service with their lifestyle elements and add a whole new layer of connectivity.
“Don’t advertise to me at all.”
Okay, this one is a bit extreme. But your target market wants you to know that they don’t like advertisements! Do you like them? ‘Sell-your-stuff advertising’ has never received the best wrap, and it seems that times aren’t changing.
Providing your audience with real value is something that is undeniably favoured. One example a client gave us was, “I go to Bunnings for the sausage sangas, but then I come home with a newly potted plant and I don’t know how (laughs).” The same goes for bringing people to your website. Are they there only for a purchase? Or did they head along to catch up on your latest blog post or to sign up for your freebie?
And the equivalent of an ice cream man scooting past your house? Email marketing. Actually heading to where your ideal customer is and then presenting them with something that they truly want (but might not have gone out looking for). It’s convenient, powerful and your target market wants you to know that they see it far more favourably than aggressive ads plastered everywhere.
You can grab your free email marketing funnel and templates from the bar above. Here we show you how to convert scrollers into real paying customers while avoiding those cringey buy my stuff strategies.
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