The famous ad starts out, “It’s 10 p.m., do you know where your children are?” Most of us, at any time of the day, may be wondering where our market it is. Of course, Facebook and Twitter are all the buzz right now – but your target market may not be on Facebook. Although the fastest growing segment on Facebook is women over 55 (all of the whipper-snappers moms, most likely), there is a strong possibility that your market isn’t on Facebook.
Well, where on earth could they be (electronically)?
There are a million places your market could be online, that may not be as obvious as Facebook. Contrary to popular belief, not everyone is on Facebook. Looking for someone deep in the trenches of business? They might be on LinkedIn (the most popular professional social network).
What about a gear head (someone that likes cars, for you non-gear heads)? They might be on Youtube – the worlds second-largest search engine (next to Google). Millions of people go there to get instructional videos on everything from how to fix a car to how to make crème brûlée.
You may have a sudden urge to join all of these different networks, but you first need to find your target audience. You can find them by using a little-known tool called Quantcast (https://quantcast.com). You can not only find the demographic information of a particular website but when you click on “Reach Audiences” and sign up for a free marketer account, you can find where your audience is hanging out online. You can put in a demographic (25 – 35-year-old females with 2+ kids with a household income of $100,000, for example) and it will show the sites they visit.
This information is useless if you don’t use it. If your women are all reading different blogs, maybe it’s time to start one, sponsored by your brand. If your reaching gearheads and they are all on YouTube, maybe it’s time to start posting videos and tips, with a product tag at the end or how they can use your product the most effective.
Of course, it is helpful to be everywhere, but it’s more efficient to be where your audience is. That is why it is important to take a step back, look at where your time and energy can be spent most efficiently and then start interacting with your consumers.