27 Sep How to Define your Target Audience
27 Sep How to Define your Target Audience
To successfully run a marketing campaign, you need to know who your target audience is. Your target audience is your niche, the group or demographic your campaign is aimed at.
As much as you want your message to entice anyone and everyone, it just doesn’t work that way. As Susan Chritton says in her book, Personal Branding for Dummies:
One of the biggest mistakes that budding personal branders make is trying to appeal to everyone. Think about the game of darts: You have to aim in order to hit the board. If you hit the board, you score. And if your aim is very good and you hit the bull’s eye, even better!
That’s why it’s called a target, after all. You have to hit the right spot.
Define Your Target Audience
Who is your ideal audience? This impacts almost every aspect of your marketing and sales process. Knowing who your audience ensures the consistency of not only the verbal or written message, but also the overall content, including imagery and design elements.
Things to Consider
- B2B or B2C – Are your products and services intended for another business (B2B or business-to-business) or for consumers (B2C or business-to-consumer)? Raw materials, manufacturing equipment, and outsourcing services are kinds of B2B offerings, whereas retail products and services for end-users are B2C offerings.
- Gender – Is your offering or message intended for the male or female audience? Sometimes you can address your campaign to men, even if you’re offering a female-oriented product, and vice versa. The key is creating the right message. For example, you can advertise make-up products to boyfriends, husbands, or sons looking for the perfect Christmas present.
- Age – What do you think is the ideal age group that will benefit from your offering?
- Current job role – Do you cater to a specific type of business or profession? If you’re selling a computer application, think about the nature of your product and identify the segment they cater to. For example, design apps are sold to artists, creative professionals, and graphic design businesses.
- Preferred communication – Once you’ve categorised your audience into the above points, it will be easy for you to identify the communication channels they are most likely to use.
What to Include
- Demographics – Applying demographic information, such as age, gender, marital status, location, occupation, and education, will bring your customer avatar to life. You will be able to create a brand personality that best represents your target demographic and that will be the most relatable to them. This information is also necessary when choosing targeting options in ad platforms like Facebook.
- Sources of information – This will determine the best places to advertise and the targeting options you’ll use to reach your target audience. Are they on Facebook a lot? Are they heavy Google users? Perhaps they’re Instagram or Pinterest-savvy? Do they like to watch videos on YouTube?
- Pain points & challenges – This will help with the copywriting and ad creative you’ll use to compel your target customer to action. The language you use in your marketing messages should focus on offering solutions to their pain points and challenges.
- Objections – Other than being certain why your customers need your product or service, you should also consider the reasons they might not choose you. Work on improving on these areas and come up with a message that will convince these people who are likely to object.
In creating your target audience, a great place to start is with your past and existing clients. They’ve used your product or service, it worked for them, and they would likely be a repeat customer. Ask them the following questions:
- What triggered their search for you and why?
- How did they make the buying decision?
- What were their requirements relating to using your company?
- How do they generally search for solutions to their challenges?
- Where do they go for information?
Don’t have customer yet? No problem! Simply reach out to people (like friends) who would fit your target audience and ask them the same questions as above.
And of course, it is possible to have more than one target audience but try to concentrate on those who would really benefit from what you offer.