Are you marketing yourself to the right people? When you target the right audience, it is how well you understand your target market in your marketing and advertising that converts these targets into customers or clients. Here is a step-by-step guide to finding the right target audience and curating your marketing around it.
What is the target audience?
The target audience is the specific people you aim to attract with your marketing strategy. These customers are most interested in the goods or services you sell out of all those on the market. If your brand speaks to everyone, it reaches no one. Therefore, it is essential to understand that you cannot market to everyone.
5 Steps to Find Your Target Audience
1. Note key data points to develop a profile.
You can not define your target audience arbitrarily. You can consider the following five crucial data points to figure out who fits into your idea of the target audience:
- Psychographics: Morals, aspirations, lifestyle, opinions, environmental consciousness, etc.
- Interests & Behaviour patterns: Hobbies, choice of television, movies, fitness activities, and similar things. It will help you tailor your marketing to their specific needs.
- Demographics: Age, Gender, Income, Education, Relationship Status, Occupation, etc.
- Location: country, city, etc.
2. Review your primary and secondary audiences
We can split the target audience into two groups: primary and secondary. Your secondary audience may be interested in your campaign. Your primary group within the target audience is of the utmost importance, as you can center your marketing campaign on them. However, you must also focus on the second group, as they are your chance of expanding your business and extending your reach.
3. Conduct Market Research
Market research is an excellent way to find essential information about your target audience. Even if you are a small business, you can use your business data for starters. You can also rely on secondary market research from external sources, such as reports and surveys online. Some other ways to conduct primary market research are:
- Interview your customers
- Conduct product-based surveys.
- Focus Groups
- Field Trials
4. Take advantage of Digital Marketing Tools
Businesses can define target audiences more precisely and effectively with digital marketing tools. These tools can help collect information on demographics, consumer habits, brand affinities, and other topics. Some of the tools are:
- Customer Relationship Management tools such as Zoho, HubSpot, etc.
- Social Media and listening tools such as Facebook, Instagram, YouTube, and more.
- Data Analytics Tools like Google Analytics, Adobe Analytics, Google Keyword Planner, etc.
5. Keep a Close Eye on Your Competition
Examining the competition is crucial when determining a target audience. Your competitors' target markets and products or services will be similar to yours. Examine your competitors, particularly their achievements and failures, that might assist your marketing strategy.
You can analyze a competitor's paid search phrases, brand promotions, or organic web traffic.
Bonus: What questions can you ask to identify your target audience?
- How old are you?
- What do you do for a living?
- How much do you make in a year?
- What is your relationship status?
- What is the highest level of education you have completed?
- Do you have children?
- What are your interests outside of work?
- How would you describe yourself?
- What social media influencers do you follow?
The key to a successful marketing campaign is fractionalizing. A non-target or a general campaign will not get you any good results. Today, customers want a tailored campaign that speaks to them directly, and defining your target audience is the first step towards it.