You may have the greatest product, but chances are, it’s not made for everyone. Instead, it’s geared toward a specific, target audience made up of shoppers most likely to turn into customers. Defining your target audience will help you understand who and where your customers are. It will also help you direct your marketing dollars toward outlets that will provide your business with the best ROI.
What is a Target Audience?
Your target audience is a demographic of people most likely to be interested in your product or service. Your targeting factors can include, but are not limited to:
- Geographical location
- Household income
- Marriage status
By defining the customer you’re looking for, you’ll be able to understand who is purchasing your products, and how to best reach them.
How Can I Find My Target Audience?
The answer to that question is not simply “by taking a guess.” Finding your audience is something that should be done by using data and insights, not just by assuming.
For example, say your company sells mascara designed to grow eyelashes. You assume that your target audience is women, ages 21-44 that have an interest in beauty. However, upon closer inspection, you discover that your target audience is actually women, ages 44-64, who are looking to regrow thinning eyelashes. Your marketing strategy is going to change completely after discovering this information.
Before starting an advertising campaign, it’s essential to find your audience. Here are a few ways you can do that:
Social Media Insights
If your business has a social media page, you automatically have access to insights regarding your customers’ demographics. Facebook, Twitter, Instagram and Pinterest all allow you to view information on your followers’ gender, age, location and a host of other audience factors.
You can also use polls and surveys on your business’s social media pages to gather a better understanding of your customer base.
Along with surveying your followers on social media, you can also create email surveys for your customers. Send your survey as part of a weekly newsletter or after a customer makes a purchase. Entice your customers to participate by offering them discounts or products for completing the survey.
When creating surveys (both on social media and for email), be sure to keep your questions and answers simple and direct.
Analyze Your Web Traffic
If your business has a website (which it really should), analyzing your current traffic is a great place to start. You can do this by utilizing Google Analytics, or by using a third-party like H2O Media to provide in-depth insights.
At H2O, we have the ability to offer a completely customized audience analysis via our pixel-driven insights. Prior to starting a campaign, we will place a pixel on your business’s website that will allow us to track web traffic. We will then be able to analyze the customers that are visiting your website, making purchases or leaving with unfinished transactions.
This analysis will help determine how and where to advertise for the most successful campaign.
Why is my Target Audience so Important?
Knowing your target audience is an essential piece in building a successful, profitable business. Your audience impacts almost every aspect of your business, from your packaging to your advertising. Don’t waste your money assuming everyone is your customer. Instead, research your consumer — a little analysis goes a long way when it comes to your audience.
Once you’ve done your research, you’re ready to build a campaign that will target the correct shoppers and turn them into loyal customers. If you’d like to start analyzing your audience, send us an email at firstname.lastname@example.org.