7 Steps to define your target audience !

  • General

Creating a content strategy without a clear understanding of your audience is vain.

A well-defined target market should be the first element of your marketing strategy!

Target marketing allows you to focus on a specific audience that is more likely to buy your product/service than other audiences. This is a much more affordable and efficient way to reach potential customers. If you try to reach everyone you will probably appeal to no-one.

Read these 7 steps that will help you to identify your target audience from a marketing campaign perspective:

1.Analyze your product/service

Which are the features and benefits of your product/service? What is your competitive advantage?

This will automatically lead to the question “who have a need in my product or service and why?”

Your product or service should satisfy their needs and expectations otherwise you won't succeed. For delivering the right message on the right time at the right people you need to have a 360 understanding of the audience you want to sell your product/service.

2.Who are your current customers?

Look closer to your current customers. What are their common interests? Why do they buy your product/service?

Your customers are a valuable source of information, look for common characteristics and behaviors. Profiling existing customers makes it easier to find new ones.

3.Competitors

You need to find out who are their customers, their target audience. What is the range of products and services they offer? Identify the areas you want to compete but above all find out how to differentiate yourself on the market. If you improve your knowledge about your ideal customers you will be able to satisfy their needs better than competitors.

4.Demographics

Demographics refer to selected population characteristics as used in marketing research. Demographic data (age, gender, location, education, marital status, family status,...) are crucial information that can help you to avoid mistakes in your marketing strategy.

Who has a need or may have an interest in your product or service?

Demographics and geographic segmentation are the first steps in analyzing potential customers.

5.Geographic data

Geographic segmentation can be used to target people living in a specific area.  This could be an entire continent, a country or localized areas (retail outlets, town,...). If your business is only active in certain areas, it makes sense to target only those areas.

Demographics and geographic data help you to know who buys, while psychographics explain why they buy!

6.Psychographics

This area of research focuses on interests, opinions, values, behaviors and lifestyles. You need to know how your product or service will fit into your target's lifestyle, to consider the reason why people might purchase your product or service. This segmentation will focus on the motivation for purchase.

This level of information makes it easier to know how they respond to marketing message and how to adapt your communication towards these audience.

7.Results assessment

Make sure enough people meet the chosen criteria. Your target audience should neither be too broad nor too narrow.

Once you’ve determined your target audience, ask you the following questions :

  1. Does my target audience need my product/service?
  2. Do I understand the target purchase motivation regarding my product/service?
  3. Can they afford my product/service?
  4. Can I reach them with my message and through which media?

The combination of all those data will give you a buyer persona which is a detailed picture of your actual potential customers. You may have more than one niche market so you can perfectly have different target audiences to analyze.

Understanding your target audience will enable you to sell to them more effectively.

In order to help you to have a complete understanding of your audience(s) PROFILER takes consumer profiling and market research to a new level by unlocking the power of the data behind the biggest Social Network. Our PROFILER tool allows you to analyze any type of audiences (your clients, your website visitors, your Facebook fans,…). Select among an unlimited number of criteria, the ones that matter to you.

Within minutes you will have a full report with the persona of your target audience. After that, it is just a matter of connecting the dots and applying the information into your marketing strategy!

Moreover our PAGE KARMA tool offers a unique opportunity to compare your brand with your direct competitors while also finding inspiration by monitoring them. We have all the relevant KPIs you are looking for.

Both Profiler and Page Karma are made by and for marketers to give you more than just raw facts but actionable insights!

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