HOW TO FIND YOUR GOLDEN MARKET, UNDERSTANDING THE LOCAL LANDSCAPE
San Francisco is famous for its micro-climates. It is not uncommon to see someone in 90-degree sunshine laden with 2 extra jackets and an umbrella. Likewise, a picnic tanning session at Dolores Park can all too quickly turn into a race to the car as the wind picks up and your “Here Comes the Sun” spring Spotify playlist becomes an incredibly ironic choice for the day. Similarly, marketers in the city know that it is equally difficult to prepare for the sprawling diversity and the multitudes of varying interests that the city by the bay possesses when preparing a new marketing campaign.
Effective marketing strategy in the city can change in an instant depending on what you are trying to promote and where you are trying to promote it. The city is a diverse melting pot of different cultures, languages, and interests. The successful marketers in the city are the ones who can speak to each of these different demographics and create a relationship that makes everyone’s needs feel met and brings people through the front door.
Identifying your “golden market” in the city is the key to finding the right ears for your message. Your audience may be diverse and they may individually carry multiple identities that make up who they really are and what they are interested in, but there are ways to reach them. If you can dive deep into the ways factors like a person’s interest, environment, and culture influence their decisions and tune in to the parts of their identity that are similar to each other, not only will you find a large target audience, you will find a community.
Here are three tried and tested steps for finding the right people for your next marketing campaign:
Begin with researching the common needs and common pains that your audience experiences. Start with a large applicable audience and then narrow it down. Use tools like Facebook’s Audience Insights or Google Analytics to discover which sub-demographics make up your audience and then see at which points they come together on a particular interest that’s relevant to your business. Sometimes, this research will only serve to confirm your assumptions, but often it will help your company create a whole new understanding of who it is your message resonates with.
Next, take the audience you have come to define and create a small test run. Until it’s been tested a theory is just a theory. Often times, that initial test period creates key findings that often become crucial to a marketing plan. It won’t be perfect; so long as people change you will need to continue to fine-tune your audience. Staying on top of your audience’s interests, habits, and behavior on and off the internet, is essential is essential in maintaining a relevant and profitable audience.
Finally, with your research complete, your audience tried and tested, aim to begin building your community. If you’ve taken the time to research and test thoroughly your community should begin to grow quickly. This is because you are creating your company’s marketing plan around their similar interests. People like to share the creators who speak to their interests and if your preparation is sound, the people they’re sharing your work with will be others in that same target market, the same community.