Choosing the right target audience is one of the most vital steps in your marketing strategy. Here’s why: determining a target audience allows you to focus your marketing efforts. It will be easier and more cost-effective if you can determine how and where to market your business.
Before you plan your marketing strategy, you need to know your target audience. This business philosophy is similar to Sun Tzu’s quote in the book The Art Of War: "Every battle is won before it is ever fought."
Choosing the right target audience means narrowing down your customers to a group of people with similar characteristics that share similar needs, traits, and interests.
To determine your target audience, you need to determine your target market first:
Target market: Is a general group of people who could benefit from your product or service. They are the people who are most likely to buy what you’re selling.
Target audience: Are a specific group of consumers within a predefined target market. They are the best recipients or ideal customers for your marketing message.
For example, let’s say you own a laundry detergent business. Your target market is the families who live in houses. They’re most likely to own a washing machine. Laundry detergent is mostly purchased by moms who buy groceries for their families. For that reason, laundry detergent commercials and ads specifically target moms who want their kids to play in clean clothes.
When you define your target market, you’ll be able to determine the right target audience. And that helps you create the right content for the right audience to help boost your sales.
So, how do you define your target market? By following these four steps:
Define what your product or service does by listing the features and benefits.
List the problems your product or service solves.
Answer the following questions: How many competitors do you have? Who is their audience?
Define who could benefit from your product or service by determining their demographics:
Defining your target market gives you a clear understanding of who could benefit from what you’re selling and how it solves their problems.
Here’s the thing. To take your marketing efforts to the next level, you need in-depth research on your target market. That will help you with choosing the right target audience. As a result, you will create a focused marketing message to maximize your profits.
Now, wouldn’t you like to know how to choose the right target audience or ideal customers effectively? Next, we're going to show you how. Below are 6 best practices for choosing the right target audience:
To create your buyer persona, you need to know the demographics and psychographics for your target audience. According to HubSpot: “Demographics explain 'who' your buyer is, while psychographics explains 'why' they buy.”
Creating a buyer persona helps you focus your marketing efforts to your target audience with a much more profitable approach. Now that you've decided on the demographics of your audience, your next step is to look at the psychographics.
This is an analysis of the characteristics of your target audience, such as interests, habits, emotions, personality, hobbies, lifestyle, and values.
Here are 10 questions to help you find out your target audience psychographics:
What are their passions and hobbies?
What are their interests (books, movies, music, sports, or events they like)?
Where do they spend their time online the most?
How can you describe their lifestyle?
What are their goals and objectives?
What are their challenges?
What are their favorite websites and apps?
What are their favorite brands?
What experts or influencers do they follow in your niche?
What tools or equipment do they need to do their job?
Once you have a clear picture of your buyer persona, you can craft compelling and focused marketing messages. Here’s why this step is essential: 71% of companies who exceed revenue and lead goals have documented personas.
A significant first step when choosing the right target audience is to analyze and interview who is already using your products or services. Gather as much information as possible about the demographics and psychographics of your existing customers.
From a strategy standpoint, you can gather the data by turning to social networks to analyze your existing customers.
The easiest way to narrow down your target market is to interview your current customers. You can do it by phone, in person, through email, or by comments or polls on your social media platforms.
Google Analytics is an effective tool to use when choosing the right target audience. It helps you figure out where your website traffic is coming from, and most importantly, define its demographics. Even more, it provides you with details about visitor interests and behaviors.
You see, these details are essential when choosing the right target audience. When done right, you’ll be able to craft a focused marketing message that resonates with your target audience.
Also, Google Analytics can determine which social media channels drive the most traffic to your website. And that helps you with creating the right content that speaks to the right target audience.
When choosing the right target audience, consider creating surveys. Surveys help you find out what your target market likes and dislikes. Also, you can learn about what they wish you provided and what they don’t want. This information will help you create content that suits them the best.
Here are a few tips to make your surveys more effective to find your ideal customers:
Make the survey friendly and fun; as a result, more people may respond to the survey.
Have an idea of what you specifically want to know about them in each survey.
Make questions short and easy to answer.
Ask more specific and profound questions to help narrow down your target audience.
Offer a simple giveaway or a prize for taking the survey. That may help increase the responses.
Facebook is full of insights and data that can help you with choosing the right target audience. It gives you access to 1.62 billion active users’ insights every single day.
Facebook Audience insights allows you to search your audience by their demographics. The cool thing is, it helps you connect with your target audience and gives you access to view their psychographics. You can find information such as their favorite events, books, sports, TV shows, brands, and what influencers they follow in your niche.
It can also show you what Facebook groups your target audience gathers in. By monitoring their conversations, you'll know their beliefs and opinions.
As a result, it will help you define the ideal customer that can benefit from buying what you’re selling. Furthermore, it will help you to create content that speaks to your target audience's desires and needs.
Choosing the right target audience by leveraging social media comes down to 2 ways:
Engaging with your target market can help you learn about their characteristics or psychographics.
You see, every interaction with your target market is an opportunity to learn about them to narrow your target market. You can learn valuable insights by being an active member of your community on social media. For example, you can learn about them by responding to every comment and message you receive.
Engaging in discussions related to your niche can provide you with incredible insights. You can do that by joining Facebook or LinkedIn groups in your niche.
You can also create engaging posts by asking your target audience questions. Make sure your discussions spark engagement and focus on learning about specific, valuable insights.
Social media analytics is essential when choosing the right target market. It helps you find out what content interests your target audience.
You see, posting content that interests your audience helps you gain followers. And that helps to narrow your target market.
Social analytics can also tell you who is actively looking at your profile. Knowing that will help you with research when determining your ideal customers. This can help when you are planning an effective marketing strategy.
Choosing the right target audience is the foundation of any marketing campaign. Ideally, you shouldn’t market based on random assumptions. Instead, conduct in-depth research about your target audience. That helps to maximize your return on investment (ROI). Even more, it enables you to create the right content for the right audience. When you define your ideal customers, you’ll be able to focus your marketing message in the most cost-effective way.
If you want an ROI-focused marketing message that speaks to the heart of your target audience, then consider hiring a copywriter today.
Abdulmalik Ghandoora is a pioneer experienced copywriter through Dan Lok™ Education Inc. He will live and breathe your brand, his role is to help you get consistent ROI-focused copy. He has the skill to influence, and inspire people to take action through well-put-together written words. Abdulmalik is also an SEO content writer. A certified inbound marketer.Hire Abdulmalik