where in the digital world are your target audience?

One of the the most basic steps in any marketing strategy is knowing where your audience is. It's 2025 and this means identifying where they are in the digital world, so that you can make sure that your marketing efforts are in the right place.

I've recently started working with a small, family-run local business - a car workshop for MOTs, servicing and repairs and a car sales. They've got a solid customer base already, but they could be busier. And they want to grow. They've tried a few different approaches, including posting more on their Facebook page and a local leaflet drop.

I've identified several key issues with their current strategy....

1. Their existing customer base is in the 40-50 age demographic. This demographic are less likely to like, share and comment on social media posts to help build brand awareness. New customers of this age or older are likely to already have a regular garage that they use, and would need a significant reason to consider changing.

2. They aren't reaching younger customers. They only use Facebook for social media (which is pretty much "dead" to anyone under 35 these days!), so they are missing out on capturing this demographic - which they can easily do by changing their strategy.

3. They don't have a community. Do not underestimate the power of community engagement - for increasing visibility, creating loyalty and referrals, and driving growth.

When it comes to digital strategy, it's important not to change too much at once. It makes it hard to monitor what's working, and even harder to stay consistent. So, we're focusing on one key change to their strategy over the coming month... launching content on TikTok to capture their younger target market where they're at, create awareness and build a community.

We're kicking off next month, so watch this space for the results....