How to Find Your Target Audiences
At the root of marketing is not your product or your mission. At the root of marketing is people. It does not matter what you do or what you say if you’re not inspiring your target audience to act. This is why it’s so important to know how to find your target audiences. Meet them where they are, understand who it is you’re serving, and remember – trying to reach everyone is a losing strategy.
– direct-service clients (are they parents? teachers? students? adults experiencing homelessness? Be specific.)
– potential volunteers (are they seasoned professionals such as carpenters, educators, financial advisors? college students?)
– donors (are they corporate sponsors? philanthropic groups? high networth individuals?)
Once you’ve listed out your stakeholders, answer the following questions for each category.
How old are they?
What gender are they?
What is their financial status?
Where are they located?
What are their top 3 hobbies?
What are 3 of their interests?
How do they consume content?
What are they afraid of in their personal life?
What obstacles are standing between them and the actions you want them to take?
What are their motivating factors?
What would they do if they could do ANYTHING?
What are their limiting beliefs?
An example for nonprofit direct-service clients:
They want warm interactions. They don’t want handouts. They want to know that if they come to you with a problem that you won’t think any less of them. They are proud people in a rough situation and need to know where to go. Make them feel welcomed.
For volunteers: There are so many ways to spend our time – volunteers want to know that if they volunteer with your organization they are going to make a meaningful impact. They want to know how to get involved at first glance. Make them feel qualified.
For donors: They value credibility. They want to know where their money is going. While they appreciate being thanked, they will only re-share graphics if it is branded at a professional standard. Like influencer marketing, they care about the whole package – branding, how many people you’re reaching, analytics etc. Show them the impact that they have the opportunity to make. Make them feel appreciated.
The more specialized it is toward one of your audiences – the better the chances are that your message will actually reach them. With whatever you’re marketing – you want your audience to leave thinking “this is for me.”
Trust your community to tell you when your strategy isn’t working. Trust them when they say it is. Community is built on trust, respect, and value. Give that to them and they’ll give it right back.
Still have questions? Send us an email at email@example.com and we’ll be happy to chat with you about your digital marketing efforts!
Hi, I'm Traci and I'm just figuring it out. A lot of us are afraid to admit that, huh? We’re all supposed to be an expert at something. We’re supposed to narrow down our niche. We’re supposed to position ourselves as the “authority.” Maybe, it’s just me - but self-exploration and self-evolution sound a lot more fun than that. Humans are dynamic. We’re not one sided. And I think, maybe, it’s time to embrace that. All sides of it.
If you're reading this, please know that these thoughts are from the deepest crevices of my mind, and for me that is both liberating and terrifying.
Thanks for being here anyway.