Target Your Audience and Instantly Boost Results

Defining your target audience is a critical aspect of the marketing process. In fact, it should usually be your first decision. Today, digital marketers can segment their target audience into smaller and smaller categories based around psycho-graphic attributes and consumer’s relationship with culture. This way, we’re able to deliver the correct type of content to specific audiences, and curate meaningful engagement.

Audience segmentation is pivotal when deciding how to share your content. If you try to reach every group with the same strategies and message, you risk not reaching any of them at all.

We can think of 3 excellent reasons why segmenting your audience is a good idea:

Most marketers don’t have the money to reach all the people they’d like to serve, so segmenting your audience helps you figure out where to spend your time and money, and allocate your budget effectively.

Although what you, the marketer, engage with online may be interesting to you, it’s never what the wider population at large will connect with! Understanding your audience allows you to narrow in on what audience’s have been proven to engage with, rather than your own gut instinct.

Because you’re rarely the target, you don’t want to take a guess at what others find meaningful and valuable. You’d be gambling about what barriers to booking your audience face, or what motivations they have for choosing entertainment.

This is where tools like the Audience Spectrum allow us to clearly understand these segments within the population and how to communicate clearly and concisely with these different groups. We’ve highlighted two audiences, and how you might reach out to them as a digital marketer, but you can check out their website for all 10 profiles!

Metroculturals are posh, urban and highly educated figures. The mostly likely group to engage, they’re often interested in contemporary art independent film. 70% of Metroculturals will have a degree in higher education and nearly 50% are single.

Think of: A West Londonite who works in art, politics or media, is a member of a prominent museum like the Tate and is keen to be the first to recommend a new piece of culture to you.

Personalised communications through digital media are the best way to compete for the time and attention of this segment who are open to a wide-ranging cultural offer. It is important to acknowledge their very wide-ranging tastes, from early music to digital art.

They appreciate that their refined interests are known and that these are recognised and inform communications directly to them. Metroculturals are the best prospects for cultural festivals and other curated partnerships which create intensive or immersive cultural experiences and debate.

Experience Seekers are active, diverse and ambitious. Made up of young singles and couples, they’re among the most engaged groups, even though they generally have a lower income, with several making around or under £20,000. Experience Seekers are among the new generation who are forgoing material goods for chasing the experience economy, and therefore are keen for unique offerings, like rooftop cinema showings, late night openings, live music in heritage sites or street festivals.

Think of: Your social media savvy friend who always seems to be showcasing the best new events on their Instagram stories.

Because they’re digitally savvy, content distributed through online channels, particularly content that’s easily ‘shareable’ is key for Experience Seekers. Online advertising, like promoted posts or Facebook Ads are essential to capture this group’s attention.

It’s also smart to keep their budget in mind, as that means they’re more likely to hop on a deal. For example, an annual pass to a gallery or museum or food/drink and ticket offers are especially attractive to these consumers.

We hope that by breaking down some of the most engaged audiences, you’ll have a better sense of how we target our audiences when planning campaigns. Feel free to reach out if you have any questions, we’re happy for you to pick our brains!