What If I Have More Than One Target Audience?

If you’re someone who is thinking about targeting two audiences (for example: teachers and students) you’ll need to think about developing two different streams of messaging, and marketing. One for each target audience.

So we’ll say that you want to target both students and teachers. You wouldn’t speak to a student the same way you’d speak to a teacher. The two groups communicate differently, which is why you’d need to develop two streams of messaging and marketing. You’d have to build double the business infrastructure because you have more than one audience.

Let's think of a real life example. Let’s say Target is making a commercial for two different audiences.The first audience is college aged students, and the second audience is a single mom. To reach each audience effectively, Target will need to create two different commercials because their messaging will be very different for each audience. A college aged student isn’t always going to be interested in the same things a single mother would be interested in and vice versa. 

Target will also need to determine where they will share the commercials. Single moms and college aged students likely won’t be watching the same television programs, on the same social media platforms, or shopping the same websites. Now. Target can do this because it’s Target, but creating double the business infrastructure can be time consuming and overwhelming. 

When you’re just starting your business, I would recommend prioritizing one target audience and getting crystal clear on the messaging, marketing, business systems and processes for that target audience. Then when you grow to that audience being a consistent and solid clientele, to where it's running almost with little effort, then you can layer on the next target audience. Remember, the target audience you start with is not the only one that you're going to talk to forever in your business!

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