Effective marketing relies on you being able to identify your target audience. Paying to run a marketing campaign to people that won't be interested in your product/service is a waste of resources. Being able to find your target audience and direct captivating marketing material to them can lead to satisfying business growth and increased sales.
So how do you find your target audience? Read below
1. Consider Your Existing Customers
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.
2. Evaluate Your Competition
If you're stuck for answers, consider checking out your competitions marketing and social media platforms, to see what types of audiences they are targetting. You may be surprised!
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3. Review Your Business
Find a list of your products/services and next to each one consider the benefits and who that may help. For example, if you provide a meal subscription service, you will find that this would be beneficial to busy, full-time working parents with young children because it's quick, easy and everything they need will be delivered straight to their door.
4. Map Out the Demographics
Now to get into the specifics about your audience. Consider the basic details about your target audience, such as:
- Education Level
- Marital/Family Status
5. Consider the Psychographics
Psychographics are the more personal characteristics of a person, including:
- Buying Habits
- Beliefs & Values
- Interests & Hobbies
- Likes & Dislikes
- Personality & Attitudes
- Lifestyle Choices
Once you have written down the general demographics and psychographics of your target audience, consider how the benefits of your product/service will relate to them. Consider how your business can benefit their lifestyle and why it would appeal to them. Then when it comes to marketing you can begin to consider which media your target audience rely on for reliable information, what events they attend, or which social media they utilise or what television they consume.
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6. Consider These Questions
After mapping out the beginning details of your target audience, consider the following:
- What problem will my product/service solve for this audience?
- Does my product/service fit within this audience's budget?
- Do I understand how to make my business appealing to this audience?
- How will I reach this audience?
- Do I understand fully the behaviours of this audience?
- Are there any other markets to consider for my target audience?
And from here you should find the beginning stages of a marketing plan. Understand the ins and outs of your new target audience and the opportunities and challenges that come with them. Be clear on how you will market to them, where you will find them and how you will make your business appealing to them. Be sure to evaluate your competitor's target audience, so you have inspiration on what you should be aiming for.
Of course, all of the answers will not be clear at first. Ensure that you take the time out to spend time on effective market research through online articles, books and even focus groups, so you can narrow down exactly who you want to be targeting. You should be very clear on the challenges your target audience faces and how they will benefit from using your business.
Keep your target audience in mind every step of the way during marketing planning, to ensure effective work. Make sure you ask yourself why on everything your marketing team are doing, to ensure that it all relates back to your target audience.