BOBB | Day 6: Why demographics are hurting your marketing and what to do instead


We’re going on a small tangent today because I wanted to share a lil’ somethin’ somethin’ you’re not thinking about.

A lot of the times, when you’re working on understanding your audience, you start thinking about their demographics: age, gender, career, income, etc.

Thing is, it’s doing you more harm than good. I know, I know, you listen to one expert and they tell you one thing and now, you’re hearing something else.

It’s frustrating isn’t it? But things change and luckily, you’re here getting the up-to-date news!

But before you take my word for it, lemme explain it to you so you understand. Let’s cover 4 reasons why demographics are actually hurting your business and what to do instead (‘cause you know I can’t tell you to stop doing something and just leave you hanging 😘)

Reason #1 – You’re limiting your understanding of your audience

The basic demographics you’re coming up with don’t tell you anything about your customer. Just because you know that I’m a 20-year old female entrepreneur who live in Tampa, it doesn’t mean you can just market your product that’s targeted at me to me successfully.

You’ll have a hard time getting me to buy your offer if you’re like “Hey! You’re 20 and an entrepreneur; this product is for 20 year old entrepreneurs, buy it!”

I’d look at you and say “I’m sorry, who are you?” And that’s if I don’t ignore you.

That’s what your customers are feeling if you’re solely relying on demographics. You need to understand their lives

What problems they’re having, what motivates them, what makes them happy, stressed, indifferent. That’s how you connect with them to create a loyal customer who brags about you and your brand.

Reason #2 – People are breaking stereotypes and being more dynamic

Moms are thriving in their corporate careers and dads are staying at home. Boys are learning how to apply makeup. Older people are working out and getting ripped.

We now live in an amazing world where people can do whatever they want, regardless of antiquated stereotypes!

Google published a study about diapers, where they noticed that a large percentage of people buying baby products, weren’t actually parents.

That means that businesses who were solely targeting parents (moms specifically – hello gay dad market!) were missing out on a shit ton of potential customers because of their biased stereotypes!

You limit yourself when you rely on antiquated stereotypes because most people don’t even live by those anymore.

Reason #3 – It’s getting harder to convert cold leads

A cold lead that converts is someone who interacted with your brand for the first time and instantly bought. Is it hard to get cold leads that convert?

Nope! I get them all the time 😊 Is it harder to do it now than it was before? Yes! And it’s only going to get harder.

In most online markets, only 2% of your audience is ready to buy as soon as they interact with your brand. Most businesses are competing for those 2% of consumers. And those without a huge marketing budget or good connections are losing.

Wouldn’t it be smarter to focus on that 98% and warm them up to a sale? Yes, yes it would. That takes relationship building, though and that’s where relationship marketing comes in.

And guess what? You can’t build a relationship with ANYONE, if you stop at knowing their age, gender, and income.

Yet, that’s what so many business owners do and that’s one reason sales aren’t as consistent and it’s harder to get scale up.

But that’s not you, though. You’re watching/listening to this so even if you were marketing using demographics, you’re not gonna rely on that anymore, right? RIGHT? 👀👀

Reason #4 – You’re throwing money down the drain!

Oh nooo! Not the money! Yes, the schmoney. If you’re advertising, or paying anyone to get “more exposure” for your brand, you’re wasting your money.

If you’re DIYing it/investing in coaching and courses to help get you more exposure, you’re also wasting your time and money. Unless you have NO audience, whatsoever. And even then, you’re still wasting resources because you’re not connecting with your audience!

Will you get results? Yes! Every once in a while, you’ll get a like, or a sale and you’ll get excited.

But you can get much better results and get excited more often if you stop relying on demographic data to market to your audience.

Are you convinced? If you’re not, it’s cool! But if you’re thinking “OMG, what the hell do I need to do to get massive results in my marketing, which will lead to more sales, more growth, and more confidence in my business?”, I’ve got the solution for you!

It’s simple, you ready?

Build a relationship with your audience. Learn to understand them as PEOPLE, not stereotypes.

Unsure how to do that? The previous episodes will help you AND you can download this client avatar worksheet that’s proven to get you real results below.

Put your info in and I’ll send it to you. If you’re listening to the podcast, go to inkdbysamoa.com/downloads and get your free download!

Also, scroll down, comment, and let me know if you’re gonna keep relying on demographics for your marketing and why/why not? I just love hearing your opinion!

As always, keep it bold, keep it fun, keep it YOUnique. I’ll see you guys later, Love you! 😘

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