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

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 »

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 »

Why Do Small Businesses Need Market Research?

Market Research Big or small, every business needs market research. It is something that start-ups often don’t even consider. Market research is all about establishing a market niche and target audience. Without knowing these two elements you are effectively directionless. Your marketing efforts will be far less successful. Get your foundation right; know your businesses direction Why do many small businesses find market research difficult? 1)  They tend to be

Read More »
Social media content

Content Pillars: The Easy Way to Make Social Media Content

The ultimate goal of any company on social media is to build brand awareness and reach new customers. The best way to achieve this is by consistently sharing relevant and valuable content. Apart from staying in touch with friends, the majority of people use social media for at least one of the following reasons: To stay up-to-date with news and current events To find funny or entertaining content To fill

Read More »
Facebook

How to Make Facebook Video Ads Work for You

What are Facebook video ads?  Facebook Video Ads are paid ads in video format that are run across the Facebook platform. The video ads are placed in a variety of places such as in-feed, Stories, Marketplace, and more.   Tips for creating successful videos  Caption your videos Studies have found that 85% of Facebook users watch videos without sound, so make sure you’re able to get your message across when sound is turned off. This

Read More »

LET'S GET STARTED!