When determining how to make a brand’s marketing tactics more successful, businesses are often told to create campaigns that will appeal specifically to their “target audience.” What exactly is a target audience, and how does a brand determine who they are selling to, and what consumers they could potentially be selling to? Read on to learn about how businesses can determine their consumer audience, improve marketing tactics, and appeal to specific consumers.

A brand’s target audience includes all of the consumers they are trying to reach and engage with their marketing campaigns. Consumers that businesses should target may include a wide range of demographics, ages, genders, socioeconomic status, etc. A company should market toward consumers that have goals, interests, and purchasing capabilities that align with the company’s product or service offerings.

Unique, tailored content created specifically to appeal to the audience’s goals and interests has the potential to boost a brand’s success and sales.

To learn about your business’ audience:

1. Gather Information on the Existing Audience

When determining your brand’s target market, start by tracking sales data related to individual customers. Gathering this information can include tactics such as talking to a business’ salespeople about trends they have observed in customers, or implementing a data-based survey after sales calls that gives a business an understanding of their current customer base.

2. Identify New Targets

Once a company establishes who their target audience consists of, they can move on to attracting new customers. Customer groups that may be interested in a business can be determined based on their demographics, interests, needs, wants, and budgets that align with your company’s product or service. By directing company marketing efforts toward people that need, want, or can afford a product, it is more likely a customer will view content and make a purchasing decision.

3. Follow Trends & Distinguish Brand from Competition

Brands that stand out from their competition appeal to their consumer base with marketing tactics that differ from the industry competition. Keep in mind that trends, such as social media and technology, can impact marketing tactics. Leveraging current trends can help your business determine how to market to its target audience successfully.

If your company in the medical distribution and sales industry could benefit from implementing marketing tactics that are specifically designed to capture the attention of your brand’s target audience, Share Moving Media can assist you. With over 30 years of experience in the medical supply chain industry, our team can help your company create content for marketing campaigns that capture your audience’s attention and boost sales. For more information or to set up a brief session to discuss the needs of your business, please contact Scott Adams at sadams@sharemovingmedia.com.

Dollar Shave Club videos have gained more than 28 million views on its YouTube-only ads since 2012. The advertisements were a huge success online and generated more than 12,000 new orders for the company within 48 hours, according to a Jilt blog.

The Dollar Shave Club videos revealed just how effective video marketing is in the modern marketing space. The video was successful because it was funny and engaging, kept attention on the product being offered, and identified a gap in the market.

Videos are a successful form of marketing because they have the potential to reach a variety of market segments and have a substantial impact. In the medical distribution industry, it is important to create videos and digital content that sets your brand apart from others.

Read on for why the Dollar Shave Club Videos were successful:

1. Videos are an effective marketing tool: Videos reach a large market segment and allow a viewer to experience a product firsthand.
2. Clear and direct marketing approach: The Dollar Shave Club marketing approach reiterates a clear sales pitch that razors are $1 a month, allowing viewers to understand exactly what the brand is offering for sale.
3. Creative content: Creative content keeps viewers engaged, and the humorous tone of the Dollar Shave Club videos attracted a large following of the brand and product.

It can be difficult to devote time to content creation in the busy and fast-paced medical industry. Share Moving Media has more than 30 years of experience in the industry and publishes Repertoire Magazine and the Journal of Healthcare Consulting. Our team can assist your business in creating video and digital content that garners attention, increases SEO searches, and sets your brand apart.

Successful marketing campaigns entail influencing a consumer’s decision-making process. So, what causes us to make certain purchasing decisions over others as consumers? And how do different marketing tactics influence an individual’s decision-making process?

Understanding the answers to these important questions can help businesses create audience-targeted and effective marketing campaigns that better promote their products and services.

To help a company attract customers and encourage purchases, the following human behavior and psychology tactics should be considered when creating advertisements:

1. Emotional Marketing

Brands can foster trust by emotionally connecting with their customer base. According to Forbes on The Psychology Behind Marketing, brands that evoke emotion in their ads create a personal connection with customers. Established relationships with customers can eventually lead to brand commitment and automatic purchasing decisions.

2. Photo Recognition

The human brain can process images and visuals faster than it can process writing. This is an advantage for marketers, as we live in a highly visual world with technology. An advertisement with engaging visuals has the power to gain the attention of customers and push them to do further research into the details of a brand.

3.  Call-To-Action Technique

Brands that utilize call-to-action marketing tactics prompt a more immediate response from consumers. Phrasing in an advertisement that calls for consumer action encourages motivation to act toward making a purchasing decision. Examples include requests to subscribe to a company’s newsletter or encouraging viewers in an advertisement to sign up for a company’s service.

4. Color Psychology

Color psychology is the concept that color can evoke emotion, inspire reactions, and change modes of thinking, according to the London Image Institute. For example, red is associated with strong emotion and attracts a viewer’s attention.

5. Framing

Information can be phrased in a certain way to invoke a positive consumer response. For example, when phrasing and advertisement with “Option A costs $50” or “Option B is on sale for 50% off the price of $100,” a marketer using framing would choose Option B, because the consumer would perceive it as receiving a discount.

Whether you are in the medical manufacturing or sales industry, your company can leverage psychological tactics to increase the reach of your marketing campaigns. Share Moving Media publishes the reputable magazines Repertoire and Journal of Healthcare Contracting for the healthcare sales industry and is experienced in creating content and advertisements that stand out. We can assist your business with creating print and digital content that captures the attention of your company’s audience. For more information, contact Scott Adams at sadams@sharemovingmedia.com to set up a time to learn more about how SMM can assist your business with marketing campaign strategies.