What's the most important thing you need to know before you start your digital marketing efforts? Hint, it can make or break your marketing campaigns.
The answer is: your demographics. If you don't know what that is, it's your customers. Their age, average income, education and more.
Top customer demographics to look for:
gender
age
income
home wnership
education
disabilities
employment status
children
location
marital status
Why is this important if you're already selling, and just want to sell a bit more? Consider, for example, that you find out most of your customers are over the age of 60. If you use tiny fonts, you could be missing out because your message isn't even read by customers with aging eyesight. Another example, consider you're a realtor. First time homebuyers in their 20s or 30s need a different message than empty nesters looking for a second home.
I know it might feel like profiling rather than targeting demographics. But while profiling is hurtful and unfair, demographics are used so you can get the right message to the right people who are most interested in your product or services.
You can find out your demographics in a few different ways. One, use a customer survey for customers who buy from you. Or a customer survey for people who come to your website. Second, use an online resource. Here's a few to get you started:
American FactFinder: Population, housing, econimic and geographic data from teh US Census Bureau
State and County Quick Facts: Frequently requested information at the national, state, county and city levels
Labor Demographics: Data for specific demographic categories including sex, age, race and ethnic origin
Social Secureity Fact Sheets for Demographic Groups: Fact sheets for all demographic groups including women and young adults
She-Conomy: Complilation of statistics about marketing to women
