The target audience (TA) is a pillar of most businesses. It is crucial to know who your products and services are aimed for, how to promote them and effectively communicate with potential customers. But even experienced marketers can make mistakes and have wrong ideas about their target audience, which leads to losses. What are the 12 common misconceptions that hinder your sales?
1. My target audience includes everyone
This is one of the most common misconceptions that holds up your sales. If you are trying to reach out to the whole world, you are unlikely to be noticed by anyone at all. You need to narrow this down to a specific group of consumers most likely to want your product and direct your campaign towards them. This is the only way to succeed.
2. My target audience isn’t on social media
This misconception is especially common among older generations of vendors. However, the social media are becoming increasingly popular among people of all ages, and not using them to promote your business can be a serious mistake.
3. My target audience is not interested in online content
Content is a key element in your marketing strategy and should be approached seriously. Write catchy posts, or make videos to attract your target audience. To create high-quality content, you need to thoroughly study the needs of your audience.
4. I know what my target audience wants
Many marketers make this mistake, believing they know exactly what their consumers want. In reality, even your potential customers can be unsure what they need or have no idea what the market can offer. The best way to find out the needs of your target audience is to do your research.
5. My target audience is a homogeneous group
Some marketers believe that their target audience includes people with the same interests and needs. Even a niche target audience can include groups with varying needs and hobbies. The best strategy is to carefully define and segment your target audience.
6. My customers don’t care how much they pay
If you think that your customers do not really care how much they pay, you risk overpricing your goods or services. Although some people indeed tend to buy expensive stuff, most consumers are more careful when it comes to family budget, so your pricing strategies need to take this into account.
7. My customers don’t care which brand it is
Many businesses believe that their consumers do not pay much attention to the labels. Often this leads to a misguided product positioning strategy. Do not overlook such an important aspect. You need to put enough effort into creating and promoting a strong brand, because many of your potential customers think it’s important. In some cases, it may be the only reason why buyers choose a particular product.
8. My audience is not ready for online shopping
With this misconception, a business can lose a huge segment of solvent purchasers and miss the opportunity to increase sales. Ordering goods and services online is a growing trend in today’s world. Consider creating a safe and convenient online store and actively promote your products online.
9. My audience doesn’t need a personalized experience
Consumers are becoming more demanding every day due to the enormous scope of offers on the market. Visitors of your website need to be shown personalized content, based on their previous purchases, demographics and other data. This approach increases customer loyalty and boosts sales, so you should specifically focus on it.
10. My audience doesn’t care about the packaging
Many vendors believe that consumers are indifferent to how the goods are packaged. But this is a widespread myth. Customers are very attentive to the way your product is presented. Quality packaging can attract attention and increase brand awareness. You need to make it an important part of your sales strategy. The best way is to use experienced designers and marketers to do this.
11. My audience does not focus on the quality of service
The service is a powerful tool for increasing sales. The quality of service is one of the key factors affecting the level of customer satisfaction and their willingness to recommend your company and your products. Do not underestimate it. If you offer your products online, try to ensure that buyers spend as little time as possible on registration and payment for their orders, and that the goods are delivered to them on time.
12. My audience doesn’t need after-sales support
Good after-sales service and support helps increase brand loyalty, which, in turn, can lead to repeat purchases. It would be a good idea to set up a customer support department or call center that would deal with after-sales issues. This approach entails additional costs, but customer convenience always pays off.
Try to avoid relying on popular myths about your target audience when planning your marketing strategy. Use as many customer acquisition channels as possible, test different tools and choose the most effective ones. This is the only way to achieve success and increase sales.
By Konstantin Kochev, marketer, founder of Kochev Marketing