What is marketing spillage and how can you avoid something that sounds so wasteful? According to Business 2 Community contributor Matthew MacQuarrie, marketing spillage refers to targeted marketing efforts that fall flat. In that case, having a little waste is inevitable. As with almost any business goal, there is always some marginal error.
This is because making predictions about what will and won’t happen is difficult. In marketing, targeting is tricky because it is hard to make an educated guess about who will actually listen and act on your efforts. That doesn’t mean all hope is lost, however. MacQuarrie noted that simply knowing that marketing spillage exists helps remedy the problem. Your awareness puts you in a prime position to try to combat the issue.
The key obviously lies in defining just who your target audience is and what are the best ways to reach them. But determining who that market is can be harder than you think.
So, let’s take a look at just how to go about this money-saving technique.
- Take a funnel approach:
For many business leaders it is helpful to think of audience determination as a multi-staged funnel, explained Forbes contributor Chuck Cohn. There are multiple layers to this technique. Say, for example, you start with gender at the top. For gender-specific products, this is a good starting point.
Let’s take a nail salon, the gender of your audience will likely be female. From there you could filter through things like age range and income level. As you move through the filters, your end product will be a more focused target for your marketing efforts, noted Cohn. This approach can help you easily create a generalized audience base.
- Define the problems you solve:
A great way to narrow down your target audience is to determine some things about your business as a whole. According to The Marketing Donut, this should be the first step in distinguishing a target market. Ask yourself: What problems does my business solve? This can vary widely based on your business. If you own a pizza shop, the problem you solve is simple: hunger. However, the more technical the offerings are the more unique the solutions tend to be. Figure out what your value proposition is and you will be able to determine a whole lot about your target audience.
- Look to the data:
You’ve heard us talk about the importance of analytics and data before, and targeting your audience is a prime example of when this information is useful. If you have been tracking your marketing moves there are ways you can see what age ranges, genders and overall demographics have responded best to your marketing.
This can do a couple of things: first, this can help you determine how close or far off you are from your mark. If you think your target is females aged between 30 and 40 years, are your posts attracting them? Second, you can determine what content is aligned with your ideal market. Maybe one Facebook post attracts the right customer, but a slightly different one deters them. Use these insights to construct relevant content and better target your market.
- Ask yourself who stands to benefit from your offers:
More often than not your audience is made up of people who can benefit from what you offer. Once you have determined the problems you solve, pinpoint what people have those problems in the first place. Those consumers are the ones you want to target with your solution. Make sure to get as specific as possible. Would one demographic benefit more from your services? They should be your top priority when crafting marketing materials.