In theory, this is exactly what every business does—tailors their marketing content toward the tastes and preferences of the audience that they’re trying to reach. However, it can also sometimes be the case that you’re looking to expand your audience or produce a more generalized message that new prospective customers can jump on board with.
While the general approach can be successful in drawing new attention to your business, especially if it means amassing more followers on your social media pages or higher website traffic, sometimes it can dilute the impact of your campaign. Truly knowing your audience, understanding their needs, and holding the solution can allow you to be much more effective in your outreach.
Of course, one of the first things that you’re going to have to ask yourself is who you’re marketing to—whether it’s customers or fellow businesses. The difference might seem minute, but it can make a big difference to the approach that you end up taking. This is especially true if what you’re offering is something that’s tailored to one in particular.
For example, everyone who uses the internet is going to have some level of concern for online security, but offering access to API security best practices means that you should immediately be switching your focus to businesses as it’s not something that generally applies to regular customers. Helping those businesses to then understand why this is so important for them and what differentiates it from other types of security means that you can avoid speaking in general customer terms.
Another way that you can truly know your audience is by understanding your own business data. Getting a sense of where your customers interact with you most, as well as identifying any blind spots in your marketing can allow you to produce a campaign that looks to address these issues. Furthermore, they can inform you which aspects of your business these audiences find favorable, letting you know what to lean into for this campaign. The answers that you glean from this data might even be preferences that your audiences aren’t even actively aware of themselves, but this gives you another advantage: allowing you to tailor your methods to these statistics without making it look as though you’re pandering to them in a more blatant or reactionary way that could come across as off-putting.
Your Unique Dynamic
Every business has its own dynamic and professional relationship with their customers. This might be something that you foster intentionally through your social media channels and interactions with them, cultivating a tone of voice that encourages a back-and-forth dynamic. While trying too hard to force this or acting in a manner that could be seen as too friendly or disingenuous might again be off-putting; the nature of this dynamic is something unique and there’s room to emphasize that in your marketing material.
Marketing is, a lot of the time, interactive. While it might just feel as though you’re broadcasting something to your customers, there’s a response to this that’s either successful or not, how well it performs on social media and what people have to say about it—responses that factor into your next round of marketing materials.