19 Mar What Is a Target Audience and 3 Steps to Define It
What is a Target Audience?
Target Audience, as the name itself states, is the audience, or in other words potential customers, that you direct the marketing of your products or services towards. Simply put, it is a group/s of people that have distinct defining traits (interests, problems, location, profession etc.) that will be interested in what your business offers.
Your target audience should be one of the bases for your strategic business decision-making. It helps you determine where and how to focus your marketing and communication effort.
How to define your Target Audience?
Step 1: Who are the people that would identify with your brand?
Be specific and think about what kind of people would naturally be interested in what your business has to offer. A good way to find out is to see who interacts with you online and who already hires your services or buys your products.
Define their general characteristics: age range, location, profession, income range, interests. Also think about how they find information: search engines, social media and which channels, word of mouth, physical locations, etc.
It is also important to consider what your target audience would react to negatively, what are they strongly against or for? What is important to them when choosing a service or a product: eco-friendly packaging, fast shipping, good company values, etc. Basically, what would make them avoid a brand or choose them over another?
Step 2: What problems or challenges do they face?
Put yourself in the audience’s shoes and think about what difficulties, challenges, problems or needs they might have. Making up an imaginary person who’s an ideal customer for you and playing their role can help you really pin these answers down.
Make sure these answers are not based on just feeling alone, and are supported by your data research and analysis of your existing customers, existing active audience and potential customers. How they behave, what brands they choose and why, what previous experience they’ve had.
Step 3: How will you solve their problems and make their life easier?
Take the list of challenges your target audience may face and simply define how your business can help solve them, improve their quality of life or even solve problems they weren’t even aware they had.
This is what will help you really define your marketing and branding strategy because at the end of the day people buy products or services because it helps them solve problems or challenges, improves their life in some way or satisfies their desires.
Target Audience Example
So, after you’ve gone through the steps, you should end up with something like this as an example:
You are a new vegan skin-care brand and your target audience is women, 22-35 years old who live near or in Dundee, Scotland, have a full time job in customer-facing position and earn £18k – £25k a year. They are passionate about fashion, makeup and/or skincare.
They are confident users of social media and get most of their news and information from Facebook and Instagram. They care strongly about cruelty-free and naturally-sourced products.
|They deal with a lot of work-related stress.||Help them reduce stress with product that encourages relaxing properties.|
|They work long hours and don’t have much free time.||Emphasize products that have multiple benefits.|
|They are concerned about aging signs.||Target products that fight wrinkles, fine lines, texture and discoloration.|
|They like to try innovative products.||Showcase what new product properties stand out from other competitors and how they work.|
And that’s how you define your Target Audience! With all this information your online marketing strategy, ads and social media presence will help you be far more purposeful, effective and successful.