Advertising your vaping business online can be a bit or miss. There’s a potential to tap into a lot of new visitors to your website and attract new customers. But if your ads aren’t effectively targeting the audience you want, then it’s a moot point.
The same customers and audience that you have online could be receiving your ads, decreasing the potential to reach new people.
Finding the right way to pinpoint where it is you should be advertising – and who you’re advertising to – is key to effective online vape advertising. Here are some tips to choosing the right target audience in your online vaping ads.
Understand Your Particular Niche
It doesn’t matter what particular business you’re in, every business has a niche. That is especially applicable to vaping.
Define your target market and who it is you want to target ads towards. Generic vaping ads rarely work as customers don’t feel like they can relate to them.
Focus on products and the specific audience you’re creating these ads for. It doesn’t necessarily have to be a certain age group or demographic, as your target audience could be more concentrated on what they’re interested in.
Hootsuite says that knowing your target market is key to effective ads:
“The better you understand your target market, the better you’ll be able to target them (with relevant content, messaging, and ads). As your depth of audience insight grows, you’ll start to see higher conversion rates and better ROI—key metrics that matter to all marketers (and marketing bosses).”
Compile Data Based On Your Current Customers
To add to finding a niche audience, you may already have one and not have realized it. If you’re a shop that’s already running, whether a brick and mortar or solely online, your current customers can say a lot about what’s attracting people to your vaping business.
The best way to learn what kind of customers you have is through compiling data that is already available to you. Look at your best-selling products to see what’s attracting people to your shop: are there certain brands that are selling well? When a customer asks you a question, what’s it usually about?
This will give you an idea on what customer interest and spending powers are. The most popular vaping products can be shown in your online advertisements.
If you run an online vaping shop, take a look at the shipping locations of where your products are going. Not necessarily addresses, but certain towns and areas. This can help you target which audience you can push vaping ads for.
Mandy Porta at Inc magazine says to ask these questions based on your current customer base:
“Who are your current customers, and why do they buy from you? Look for common characteristics and interests. Which ones bring in the most business? It is very likely that other people like them could also benefit from your product/service.”
Check Out the Competition & Trending Topics Online
The best way to see what’s happening now in the vaping business is checking out trends online. Social media is a huge tool for this, as influencers and brands work together to promote certain products to people in the vaping community.
To check out trending topics, go through popular social media platforms, especially Instagram, to see what influencers are posting – and what your competition is posting. Look at some of the most popular vaping companies out there and see how their posts and ads have very specific criteria, even though it doesn’t seem like it.
The Balance highlights why target audiences are so important in marketing:
“In order for people to “buy into” a product or service, they need to relate to the tone and content of the message. By striking a chord with someone, a personal connection is made, and trust is established.”
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