What? Where? When? Which? To Land Your Intended “Fish”
Some of you might be asking, “What does fishing have to do with marketing?” Fair question—we are speaking of fishing metaphorically. I want to discuss why proper targeting for your marketing efforts is so important and fishing lends itself to the proper visual, so hang with me.
In fishing, different nets and techniques are used depending on the type of fish you are trying to catch. If you use the wrong type of net, bait, technique or location, you may catch fish, but not the ones you wanted. The same thing can be said of targeting as it relates to digital marketing.
What Type of Net Should I Use?
The “nets” in this example are the different platforms available to you in digital marketing. These can be everything from email blasts to social media posts to search engine keyword ads. When you think of the desired customer—“fish”—you are trying to attract, where do they hang out? What platforms do they use? Once you determine this, you will understand what type of platform is needed to reach them.
Where do I Fish?
Like above, once you know who you are targeting and your realistic service area, determine the best place to fish. That may not be a simple radius from your business location. You may want to be more strategic with your targeting and only go after certain zip codes, ages, incomes and genders. The idea is to narrow the audience to only include people you want to target and no others.
When Should I Fish?
Depending on the audience you are targeting, there are different times of the day and week when you will get the most organic engagement. Plan your marketing activities around when the target demographic is the most active on the platform of choice.
Which Type of Bait do I Use?
Now that you figured out what platform you want to use and where you plan to run the advertisement, you need to understand what “bait” to use. This refers to the ad type that will resonate with the target audience. Do they respond better to a certain type of picture, graphic and text? Do they like it short and sweet or long and detailed? Knowing what type of content works with your target audience is critical to getting high engagement.
I hope that this analogy helped you understand how to approach the decision on what platform to use, where to target and what type of content to use. The more work you do up front, the better your ads will convert without wasting money to reach “fish” you didn’t want.