How to Define Your Target Audience
Defining your target audience is a crucial step in marketing. It allows us to find our particular customers that are not only willing, but excited to buy our products. However it is oftentimes perceived as a broad task, making it difficult to get to the most important information.
Here are some simple steps to finding the customers you are looking for.
Dig Deep into Demographics
Demographics do not make up the entirety of your audience research, but they will help you establish a starting point. Establishing what your ideal audience should “look like” will help break the ice to begin your research. When looking into demographics, find out not only who needs to buy your products or services, but who is likely to purchase them as well. Some of the most important factors to focus on are:
- Income level
- Education level
- Marital status
- Job Description
- Ethnic Background
Based off of these demographic features, build a complete description of your ideal customer. The more detail you can extract from these facts, the more successful you will be in the end.
Go Above and Beyond the Demographics
You need to look at this “character” you created and go beyond the facts into their personalities. What are their hobbies? What motivates them? What do they value? This will help you (and them) figure out how your product fits into their lifestyle.
By looking into their lifestyle you can also start to figure out which platforms will be most efficient. Does your audience prefer print or digital? Social media or blogs/websites? Facebook or Instagram?
Focus on Benefits over Features
One of the most common roadblocks that people run into with audience research is ending with simply finding demographics. They find their ideal audience and say “Okay, now what?” Ask yourself this: how does your product solve a problem they’re having. Think about not what the product does, but what the product does for the customer. You can find the answer to this in the lifestyle research you did in the step above. After you find what they’re doing on a daily basis (where they’re going, what they do at their job, if they’re cooking a lot, etc.) you can start to imagine how your product can solve a problem or a convenience issue for them.
Once you have gone through the steps above, it’s time to evaluate. Evaluation is an important part of the process because it can determine whether or not you’re targeting the best audience. Here are a few important questions you should consider:
- Can my market afford the product?
- Are there enough people in the market?
- Will my audience be able to solve a problem with my product?
- Will I be able to reach them with my message?