The Importance of Defining your Target Audience
When marketers say you must know your “Target Audience” what do they really mean?
One of the first things I guarantee a Marketing guru will say to you in your first strategic planning meeting is “who are your Target Audience?”
It is the foundation of your marketing plan after all.
So, what is a “Target Audience” you might ask?
“Particular group of people, identified as the intended recipient of an advertisement or message. Also called target population.” (businessdictionary.com)
In today’s busy world of constant advertising and fighting for that top screen-time on social media, it is easy to throw the towel in and scramble to reach everyone and anyone.
However, focusing your brand message and targeting a niche audience will allow you to deliver your advertising to the people who are most likely to buy from you. Making your marketing efforts efficient and effective.
You need to tailor your tone of voice, content and deliverables based on the desirables of your target audience – this will help you make meaningful connections with your potential customers.
First things first, you will need to conduct a team planning session to define your target audience. Writing down their demographics; age, gender, location and occupation.
Hey, get creative and design an ‘ideal customer’ profile - it’s okay if you can’t draw!
Dig as deep as you can – what are their psychographics; wants, needs, pain points? How will your product/service help them?
Analyse your current customers and write down their common traits and the products that they buy from you and why. Tip: Use social media platforms analytics to decipher this data.
Next, develop key messages that speak directly to each target audience group. What are the features and benefits of your product/service for this individual/group? How will your business ultimately solve their problems, wants and needs?
Put this all together and … Hooray - you have successfully defined your perfect target audience.
Now you can clearly and strategically sculpt your marketing and communication efforts and WOW your customers with your awesome business.
Personalising your brand to suit your target audience will open a world of opportunities and ensure that your business survives the competitive world of 2020.
