Part of having a solid brand is knowing who your audience is. If you have a dog walking business, for example, the last thing you want to do is market to an audience of cat owners or individuals who don't own animals at all! If you were to market your products or services to every person on the planet, chances are you will be spending a lot of wasted time and money reaching the wrong people.
Instead, what you want to do is narrow down your reach to a target audience. After you've done that, it's a good idea to narrow it down even further to a specific niche audience. Going back to the dog walking example, it would be a good idea not only to narrow down your audience to dog owners but focus your attention on an even smaller audience. You may want to target owners who own a specific breed or work full-time who don't have time to walk their dogs. Doing so will ensure that your products or services reach the people who are most likely to engage with your brand and purchase from you.
Targeting a niche audience is especially important when paid ads are involved. Paid ads are often cost per click, meaning that it costs you a certain amount of money every time someone clicks on your ad. You don't want to be paying for clicks where someone visits your site and then bounces right away because you aren't the right fit for them after all. Unwanted clicks not only cost you money but may hurt your Google rankings in the long run because your bounce rate is too high.
Remember, your end goal is to reach the right audience and then convert them into paying customers. You can successfully do this is by narrowing down your target audience and focusing on a specific niche that resonates with your brand and wants to buy from you.
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