Although you likely have a core demographic of customers, most businesses serve various buyer personas. For example, you might have a customer base made up of 70% 20-somethings, 10% senior citizens and 20% teens. Think about who you’re most likely to serve and also audiences you’d like to reach in the future.
Start by figuring out your audience segments and who they are. Create buyer personas for each customer type. While you should throw the majority of your efforts toward the bigger portion of your audience, you can certainly expand your customer base by focusing on the other elements, too. The better you know your customers, the better you can serve their needs and meet their expectations.
Can a Business Have Multiple Target Audiences?
Businesses absolutely can and do have more than one audience segment. One of the best ways to grow your revenue is by reaching new audiences. However, you should also focus on building loyalty from your existing client base. Growing a brand requires a balancing act between retaining current patrons and adding new ones.
In a study, around 80% of customers indicated they bought from a brand about three times before they felt loyalty to the company. Work on perfecting your reach with each audience. Your job doesn’t stop once they buy. You want to develop relationships over time. Here are some tips on how you can serve more than one group at a time and keep them engaged with your brand.
1. Use the Right Language
If you understand your audience, choosing language they’ll relate to should be a bit easier. For example, if you’re talking to someone in the UK, they’ll call a shopping cart a trolley or buggy. Make sure you dig into language differences between locations and generations.
Cricut has audiences of all ages. They use fairly straightforward words for their headline and call to action (CTA) buttons. However, they draw in younger users with the pops of color from paper flowers one can create on their Cricut Maker.
2. Train Your Agents
It’s natural to have a list of frequently asked questions (FAQs) that your chatbot or agents can answer easily. What about the customers who don’t quite fit into the FAQs file, though? You must train your live agents to answer questions outside the norm.
You may even want to route leads based on their audience segmentation so the person they speak with is extremely knowledgeable about the product or service based on their specific needs.
3. Use Multiple CTAs
When you have multiple audiences, you need separate CTAs to move them toward the next phase of the buyer’s journey. One sales funnel will go in one direction, and the other in a different one.
Nuvoair has customers who are patients and ones who are doctors. They highlight the two areas of their website by having two side-by-side CTA buttons. One reads, “I am a patient.” The other reads, “I am a doctor.”
4. Personalize Content
You should greet people by name and take them to what you think they’re most interested in seeing. You can also offer options and let new visitors go through a series of options toward what they want to know or see.
5. Quiz Visitors
It’s better to have one centralized website than multiple ones. However, you can separate information into sections of your site and guide the person where they need to go. Start by asking questions and moving the user forward after each response.
Sephora offers a skincare finder quiz. It starts by asking how you want to shop and moves through a series of questions from there. Each selection moves the user forward along the buyer’s journey.
6. Create Multiple Landing Pages
Don’t be afraid to have multiple landing pages for your users. A landing page should have a single goal so adding too many audiences to a page may not work well. It’s best to have a single audience and purpose for each landing page on your site.
By creating more than one landing page, you’ll also have an easier time tracking results from marketing campaigns. Tweak any pages not getting the results you’d like and repeat successful ones with the same audience.
One of the biggest challenges with serving multiple target audiences is finding photos relevant to both. You can separate into different sections if you’d like, which also can help move the user toward their next step in the buyer’s journey.
Copper Creek Canyon offers a gallery of their home design projects. They separate them into residential and commercial. It makes sense that a commercial client might want to see the way they’ve designed homes to get a feel for the overall style and vice versa.
Find Relationships Between Audiences
Look for similarities between audiences here you can share content with both and have some crossover. At the same time, separate things that are vastly different, such as the pricing structure for bulk products for businesses and the cost to individual consumers. With a bit of extra work, you’ll have two or more separated buyers’ journeys on your site. You’ll easily meet the needs of all your audience members.
Eleanor is the founder and managing editor of Designerly Magazine. She’s also a web design consultant with a focus on customer experience and user interface. She lives in Philadelphia with her husband and dogs, Bear and Lucy. Connect with her about marketing, design and/or tea on LinkedIn!