EMBiz: Messaging With Multiple Target Audiences

Messaging With Multiple Target Audiences

Laurel Mintz

Hi, everyone, Laurel here with Elevate My Brand. On today's EMBiz we're going to talk about how to market when you have multiple target audiences. 

Define Your Multiple Target Audiences

The first thing we want to make sure that we do is clarify who those audiences are. We oftentimes have these conversations with our clients and prospects and they're like, I don't really understand how to market because I've got so many different audiences. I need to market to B to B B to C B to B to C direct to consumer. I mean, there's so many different ways and types of personas within the overall audience segmentation conversation. So that is really step one. 

And if you'd like the homework, here's your homework assignment and that is to really build out those audience per personas, primary secondary and tertiary audiences. Usually you can chunk your main buyer of your product or service into those three segments and make them really human. I've said this before, but you can't really come up with messaging, positioning, even creative until you understand who you're messaging to. So build them out in terms of their qualitative and quantitative kind of persona. So that's the actual who they are, where they live, how much money they make all of those important audience segment factors. But more importantly, are the, the, than the demographic are the psychographics. Why does this person buy your product or service? What is the pain point that you're really, truly solving for them?

Test Your Messaging

And then it's really about testing and iterating that messaging. So the messaging could be very similar across multiple audiences. It could be a slight change of tone, it could be one or two words that you have to shift and change because you're talking to a group versus an individual or a business versus an individual or a person in different part of the country or the world. But the important thing is that you maintain your similar tone of voice across different channels and similar messaging, you want to make sure that wherever someone might see your brand, whether it's social content, you know, on your own website out there, speaking in the world, hopefully, if you're on stages in front of audiences. 

Maintain Consistency

And of course, throughout your advertising, maintain that consistency. Most of what we're talking about in terms of marketing is psychological behavior patterns. It really is as simple as someone seeing something that's disconnected. So for example, if they saw the Elevate My Brand logo in bright pink, they might think, oh, that's weird. Like I don't think I know that brand because I know that Laurel's obsession is purple, right? And that the brand is purple. So when you create those moments where someone is like, huh that's weird. Their automatic decision-making process goes to a no decision. So that's why consistency and tone consistency for the most part across brands across channels is really critical. Even if you are talking to different audiences, don't give your buyer a reason to say no because of your brand.