You Can’t Target Everyone: How to Define a Target Audience

target audience pie chart on laptop

What is a target audience?

A target audience is a group of people who are most likely to be interested in a company’s products or services. They share similar traits like age, gender, location, interests, goals, problems and more.

To put it simply, your target audience is the people more likely to buy from you. Though you can sell to everyone, you can’t target everyone. Defining your target audience enables you to create a more appropriate and targeted marketing strategy that is more likely to appeal to the right people and convert them into customers. It is also more cost-effective to direct your marketing efforts at a smaller more focused group.

Defining your audience

  1. Look at your existing customers and social media followers

    Use the data you already have to find who buys from you, follows you and interacts with your brand. Using your social media and website analytics make note of their age, gender, location, income level, values, interests and more.
  1. Put yourself in their shoes

    Research the problems or difficulties they face. Try to better understand them and solve these problems.
  1. Identify the benefits of your product or service

    Think about what it is your product or service offers the customer. Looking back at the customer pain points you identified, can your product or service help solve them in any way?
    This will help you better define your target audiences.

    Take the brand Tile for example. They identified a common problem people around the world face daily – losing car keys and wallets. They then created a product that can easily be attached to keys or slipped inside a wallet to help customers locate them.  
  1. Monitor online forums and social media

    Listen to what your customers are saying. Browse online forums and social media platforms to get a better understanding of your audience, this is known as social listening. Pay attention to what users are saying about your brand, product/service, competitors and more. Social listening may help you identify customer pain points and new opportunities.
  1. Look at your competitors
    Check out who your competitors are targeting and what they’re doing to reach them. Take a look at their content, who interacts with it, and their hashtag strategy. You can even take a look at what ads they’re currently running across Facebook and Instagram using the Facebook Ads Library. In the screenshot below we can see the ads Tile are currently running across their UK markets. You can find out more about Facebook ads in Darren’s short video on how retargeting works.

Share:

Share on facebook
Facebook
Share on twitter
Twitter
Share on linkedin
LinkedIn

You might be interested in

Everything You Need to Know About Green Marketing

Green marketing is a growing trend that benefits you as a business, your customers, and the planet. It involves selling products or services that are environmentally friendly or produced in a sustainable way. There are vast amounts of ways to do this, for instance, choosing renewable energy or doing something as simple as sending out e-newsletters rather than paper ones. Take for example Ben & Jerry’s, one of the first

Read More »

Email Marketing: 10 Ways to Grow Your Email List

Email marketing is really valuable when it comes to marketing your business online. It allows you to contact directly with those you know are interested in what you have to say. Email marketing helps: Keep customers keep coming back again and again Engagement on a personal, creative level that cannot be done on social media. Reach customers on a global scale. Build customer relations – finding out what they like

Read More »

A Guide to Keyword Research for SEO

Search engines like Google decide whether or not to rank your website on their results page based primarily off of words and text use on your site.   The aim of keyword research is to find out what your audience is searching for and what words or phrases they use to search for these topics. You then want to find ways to provide the information they’re searching for in your content,

Read More »
Influencer spelt in letter blocks

Influencer Marketing 101: Everything You Need to Know

What is Influencer Marketing? Influencer marketing involves using popular and influential people with a large and engaged following on social media to drive your brand’s message on their page. It is one of the most effective ways to reach your target audience. The most popular platforms for this type of marketing are Instagram, Facebook, TikTok and YouTube, but other platforms, including Twitter, LinkedIn and Snapchat, are often used too. These

Read More »

Market Segmentation, A Must for Small Businesses

Market segmentation is a must for all small businesses when it comes to clever marketing strategy. It defines and targets customer markets in order to minimise the loss of expenditure and increase customer conversion. What is Market Segmentation? Market segmentation is a process. It requires the division of your customer base into distinct groups – customer segments. This is based on research regarding purchasing behaviour and attitudes. Marketing segmentation creates

Read More »

LET'S GET STARTED!