4 Ways To Define Your Target Audience
The lifeline of any business is its customers (AKA Target Audience). Regardless of how long you have been operating in the industry, it is crucial that you secure customers which can be done by knowing who your target audience is. Doing so can help set you on the right track.
Identifying your target audience and what matters to them will empower you in coming up with strategies that would be useful in engagement, content creation, and other marketing efforts. Though, before digging into the ways on how to define your target audience, you should have a clear understanding of what it is.
Defining “Target Audience” . . .
A target audience is a group of people you’re making your product or service offerings for. While the marketing industry usually interchanges the terms target audience and target market, it should be noted that these are separate groups.
While your target market is the group you’re intending to reach out to for sales, your target audience is the subset of this that is served with particular campaigns. Defining the latter will require more specific details. Therefore, let’s get started now to finally understand how to distinguish them and understand why it is important to succeed as a marketer.
- Set and consider your marketing goals. It should be clear to you why you’re searching for a certain audience to target which could be most likely due to a new marketing initiative. If so, keep in mind the specific goals of your company’s campaign ranging from engagement to actual sales. The said goals will serve as your compass when determining the audience you need to reach out to. Knowing exactly what you’re aiming for will be translated into what your team will eventually do and reflect it to the outputs ready for consumption. Therefore, it’s a must to strengthen the core of your initiatives to build brand awareness and loyalty among your target audience.
- Go over your existing audience. If you already have an audience, it would be useful to dive deep into who they are and what they particularly like about your brand. You can use such data in narrowing down your target audience after consulting with the available sources online such as social media analytics and Google analytics. For instance, the Facebook Audience Insights can help you specify your target audience as you learn more about them once you’ve selected criteria (i.e., age, location, interests) and see for yourself the trends in their behavior. Meanwhile, Google Analytics can help you for viewing your website’s visitors and accessing information that includes their gender, languages, and ages among other things. You’ll also get to have an insight into the kind of content that resonates with them the most.
- Design audience personas. Of course, more than their basic details, you would want to personally connect with them which could be achieved through creating buyer or audience personas. If you do not have an existing audience to base this on, you can simply conduct market research where you’ll have a better idea with the help of customer insights including their lifestyle, buying habits, social media behaviors, and the like. You can use this information in building the personas which have two aspects namely their demographics and psychographics.
Demographics are some criteria that you can utilize to specify a group of people while Psychographics helps you to define the personality of your audience. Select at least two identifiers once you’ve gathered the relevant data from your customers’ characteristics. You can also distinguish the subgroups within your target audience which are based on their interests, personality traits, and behaviors. Afterward, you can mull over which ones are aligned with your goals. It is crucial to determine the groups you don’t want to target as well. This would help the team comprehend who exactly their talking to and ultimately craft tailor-fitted messaging and solutions.
- Study your competitors’ audiences. It wouldn’t hurt to look at your competitors since they essentially produce the same outputs as yours. Give special attention to the kind of visitors they attract as well as the respective pain points they address. You can research them through trade expos or shows that they’ve launched and even through their social media. Do pulse checking on the common trends that your niche is also into before evaluating what can be absorbed into your own process of narrowing down your target audience. Learn how to fill the gaps by considering what your competitors are missing and what you’ll rather highlight from consumers’ data. By doing this, you can come up with solutions that could also attract consumers who aren’t happy with your competitors’.
It is certainly imperative for your company to undergo the process of defining your target audience despite its trickiness. This will greatly support you in culling out the right marketing approach to attain your business goals. Make it practice to also gather feedback from your audience once you’ve identified them and have them try your products and services. Doing all these will only help you keep getting better results.
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