When crafting your brand or starting your business, one of the most crucial aspects is identifying a Target Audience. It can sometimes seem like your business is getting lost in a sea of other brands or advertisers. It is important for your service or product to be seen by those most likely to purchase from you. Having a specific group of buyers in mind will help minimize risk and allow you to laser-focus your marketing strategy in the most efficient way possible.
What is a target audience?
Your Target Audience is the group of consumers most likely to want your product or service. They can be characterized by behavior, demographics, leisure activities, field of work, and a myriad of other aspects. Some examples of these are:
-Location (local, national or international)
-Demographics (age, gender, occupation, income level, marital status)
-Psychographics (values, hobbies, lifestyle, personality, attitude, behavior)
-Industries (medical, accounting, hospitality, nonprofit)
-Customer’s buying habits
-Personality type
-Motivations
The more specific you can get, the more likely you are to be successful in your marketing campaigns.
Understanding Your Target Audience
Here are some questions that can help define your audience:
How does my product/service make consumers‘ lives easier? What problems do they solve?
If you’ve been in business for a while, you probably have a clear idea of the purpose of your product or service. This purpose should be clearly communicated in all marketing material and social media content. Consistency is important, so make sure you keep your posts revelant to your service/product.
Who are my current customers?
Where are they located? How much are they spending? What are their needs?
Who is my competition?
When you start any business, you probably already have an idea of who some of your major competitors are. However, going beyond Google and searching keywords related to your industry may reveal competition that has flown under your radar. Take note of their “About Us” pages and service product descriptions for direct comparisons.
Why should the customer choose us over our competition?
Do you have an additional offering that your competitors do not? Is there something you or your product can do better than any other?
Conclusion
Once you’ve asked yourself and answered these questions you will have a strong idea of where your product/service fits into the marketplace, who will see your content, what the competition is doing, and how you can do it better, as well as reasons why your product/service should be chosen instead of your competitors’. Now you can design a brand and content that is cohesive and appealing to your target audience.
The overarching goal of Finding Your Target Audience is getting your product or service into the hands of the consumers that will benefit most.
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