The saying goes that all publicity is good publicity and while this is almost true, the publicity is only good if the right people see it.
A Nano Audience is the sweet spot between big audiences with deaf ears and audiences who were already interested in your service, product or brand.
Finding your Nano Audience will help you get the best results from your marketing strategy which will then reflect on the engagement on your website and the profitability of your business.
Scenario time! Imagine you have been invited to speak at a high school about the growing need for female engineers to try and encourage students to pursue a career in engineering.
Who would you prefer to present your information too?
- The entire year 12 year level
- Those who signed up to learn more
- Everyone studying science and math subjects in year 12 and 11
While there are benefits with each group, the audience you are most likely to get the best results from is audience C.
Audience C are already more likely to be interested in engineering due to their subject choices, but perhaps they have not thought about this career path before. Digitally, this is the audience who has searched for something relating to your service or brand on Google but didn’t have an exact idea of what they would find.
Audience C are your nano audience. Getting in front of this audience gives you the greatest chance to attract new customers and convert clicks into sales. By continuously fine-tuning your keyword search list, you will find the best formula to attract those you want.
Audience B, while highly engaged, will limit you by not giving you the opportunity to attract those who could be gently persuaded or notified of your offerings for a later date. If you’re too specifically targeted, you could miss out on all attracting the ‘maybes’.
Additionally, you don’t want to advertise to people who are already looking specifically for you. Google Ads are pay per click so if these people are clicking on your ads you are wasting your money.
This does not mean, however, that you dismiss Audience B altogether. Audience B is a very important group of people, your highest conversion rate exists with them. A successful retargeting campaign requires Audience B to be effective. In these instances, the target audience is a derived from an audience like C. These are people who you know are interested in your offerings but might need to be reminded of your service or offered benefits before converting to a sale.
Audience A would give you the opportunity to speak to an entire cohort, however, you would have to speak broadly to capture the attention of those who have no prior knowledge or understanding of the industry, which risks losing the engagement of your target audience.
Furthermore, you risk being seen as irrelevant and annoying if you keep popping up in places your service is not needed. No one wants to find ‘we sell outdoors tents’ when searching for ‘backyard landscapers.’ This will just waste your Google spend, confuse people searching for other services and might make your brand into a pest. No thanks!
An audience that is big but too general or an audience that is too highly targeted are both less effective than a Nano Audience. If you want to effectively find, target and speak to your Nano Audience, contact us at Red Herring Digital so that you can get in front of the right people, every time.