Know Your Target Audience
My kids were flipping through one of our favorite family magazines when all of sudden I heard giggles. You know the giggles that mean they are doing something they shouldn’t be. I come around the corner to see what they are doing and I see an advertisement that is clearly not appropriate for children. It wasn’t horrible, it certainly could have been worse, but let’s just say I didn’t enjoy my 8 year-olds running around the house saying the word they saw in the ad for the rest of the afternoon. It got me thinking. Doesn’t this magazine realize their target audience? Why would an ad like this be in a magazine that is read by children?
A magazine, a brick and mortar store, an e-commerce store…we really have a lot in common. We need to write our content, merchandise our store and design our websites with our users in mind. Our target audience is women, we get a few men here and there but we most certainly have a strong female audience. Our web design is made with that in mind. We try to write our content for this audience.
I have been looking around at other websites and wonder if they realize what is missing. Find your target audience and ask people you know that are in that demographic to test out the site. Get honest feedback and apply it to your site. Just because you like the colors Blue and Yellow doesn’t mean your customers will. I think it is hard as business owners to let go of some of our original ideas. I have always loved the color blue, when our web designer added pink to our design and logo I felt it was too flashy. We tested it with some women and they loved it! I had to let go of what I felt the site needed and let my customers tell me what they wanted.
We are currently working on a new social media plan. Again we have to come at this in two ways. What our customers want from us in social media and what we think we need. Currently we are doing our research and hope to roll out a better plan soon. I’m sure we will make some mistakes along the way but I hope to not make the same lapse in judgment as the magazine.