“Anyone with an internet connection and an idea can develop an audience.” These words were spoken by actor Kevin Spacey at last year’s Content Marketing World to 2,600 marketing professionals and, to put it simply, he’s right. But marketing isn’t just about building an audience, it’s about building the right audience. A lot of time and money is wasted when trying to sell a service or product to the wrong individual. Instead, you need to create a strategic marketing plan to delves into who your target audience is and how you can reach it. Let’s break down how you can target the right audience for your business.

Establish Buyer Personas

First things first, you need to establish your buyer personas. Buyer personas are semi-fictional representations of your ideal customer. When establishing buyer personas, you should consider factors like general demographics (e.g. male vs. female), behavior patterns, motivations, goals, etc.

This will take some time. However, this is a step you absolutely cannot skip. Buyer personas will be the foundation of your marketing strategy and drive all of your remaining marketing efforts. Click here for a comprehensive how-to guide.

[Interested in learning more? Attend Personas Matter: Analyzing Your Audience for Better Targeting]

Create Personalized Content

If you haven’t jumped on the content marketing bandwagon, it’s time to do so. HubSpot’s VP of Content Joe Chernov explains it simply: “Content drives search, search generates traffic, traffic yields readers, readers become leads, and leads fuel sales. Without content, that very fundamental process stalls.” Once you’ve narrowed down your buyer personas, it’s time to start creating content that speaks specifically to them. Get creative! You don’t have to spend hours writing every day. Refer back to your persona’s goals and challenges. Would an eBook on a certain topic be best received or would a video appeal to him/her more?

As you begin to shape your content marketing plan, be sure to take into consideration the purchase stages as well — awareness, interest, desire, action. This will help you create a range of content from educational articles (like the one you’re reading now!) to free product trials.

Optimize Distribution Efforts

So you know your buyers and have created awesome content for those individuals. Now what? Get your content out there! Too many companies make the mistake of creating content and pushing it out across the same channels, regardless of the subject matter. There are many channels to consider when looking to distribute your content: social media, paid ads, newsletters, etc.

Let’s say you’re a Saas company whose product is a job application software. It may make most sense to promote your new case study on LinkedIn through paid ads. Why? Because that’s where your main buyer persona, an HR Manager, tends to spend a lot of his or her time.

If you’re ready to target the right audience for your business, contact us today. We’ll discuss your various options with the AIMs Institute, an education and implementation program. Through our Acute Integrated Marketing System, you will work with marketing experts to create a strategic plan to reach your targeted audience.


Justine Timoteo is an Inbound Marketing Strategist who serves as a high-level advisor and go-to person for strategy and customer happiness. Most of her days are spent developing a marketing plans that incorporate content strategy and creation, SEO, demand generation tactics and marketing automation. When she’s not developing successful strategies or reading up on the latest marketing trends, she’s off exploring Cleveland or adding stamps in her passport. Connect with Justine on Twitter and LinkedIn.