What is a target audience? And why is your specific target audience important? That is what we are going to cover today.
When you do business, you cater to a certain portion of the population. Often, when the target audience is asked, one entrepreneur answers, "Everyone." It almost never happens.
Instead, you need to limit "everyone" to a small group of people who want your product or service and have access to it.
For example, if a consumer lives in an area where you do not send products, he does not include your target audience. Similarly, a consumer who cannot afford what you sell is not part of your audience.
We'll break it down into more detail later, but for now, you realize that your target audience is the group of people you're targeting through your marketing and advertising efforts. They can actually be customers.
Let’s explore goal setting in more detail, let’s break down the process of defining your target audience into manageable steps.
What is target audience segmentation?
Imagine for a second you were designing a Facebook ad campaign. You don't want everyone to see your Facebook ad because you just want money. Instead, you want to show your ads to your target audience
Facebook allows you to narrow your audience based on population and other attributes. You can set an income limit depending on your marketing agenda, target men or women, weed out those who have no children, and so on.
However, you also know that your product or service may appeal to different categories of your target audience.
Suppose you sell sporting goods. Some of your audience may consist of teenage boys and girls who play sports. Other professional athletes may be included. Another category could include middle-aged men and women who want to return to shape.
Target audience segmentation lets you create buyer personality. Each of these groups represents a different segment of your target audience, thus offering them different advertising and marketing resources.
What is the difference between target market and target audience?
Many people confuse target market and target audience or use them interchangeably. In fact, they are different marketing terms.
A target market is someone who may be interested in your products or services. Your target audience is a group of people, one of the groups mentioned above, for example, to whom a specific advertising or marketing resource is directed.
What is the target audience in marketing?
These are the people who can convert and respond to your marketing resources. A marketing asset can be a landing page, Facebook post, capture page, or product page. This could be an email you wrote in an audience section or a direct mail you were sending.
Your target audience is a part of your target market. You want to use segmentation to send the right message to the right consumer at the right time. Just as you share your email list, so should your entire audience for your marketing.
Why is it so important to define your target audience?
Imagine visiting a car dealership. You partner with a salesperson, but he doesn't ask you any questions about his specific needs and wants. In the next hour, he will show you sports cars and sedans, fine leather seats, and poetic wax on the beautiful waist.
Finally, upset, you said, "I'm a mother of four. I need a minivan that my kids can't destroy."
This will tell you how important it is to define your target audience. If you try to sell a two-seater sports car to a mother of four, you won't find any.
Sometimes sections are less dramatic, but you should consider them important.
Consider the landing pages on your website. If a customer visits one of your landing pages, they'll want to make an instant connection. The image, headline, body, and CTA all have to appeal to what this particular consumer wants. If not, the consumer will click away.
You can master this by defining your target audience and sending leads to marketing resources that will resonate with them. It doesn't just throw landing pages and emails against the wall of proverbs, hoping at least some of them stick around.
How to define your target audience in 6 steps
Marketing professor Anne Handley once said, "Even when you're marketing to your entire audience or customer base, you're only talking to one person at a time."
This is great advice for any entrepreneur who is slowly adapting to the target market or audience.
Handley is making a good case for squeezing the audience out of her as much as possible. If she only talks to one person, the person on the other side of the computer screen, she needs to know everything she needs to know about that consumer.
What are his weak points? Afraid? Unsafety? Objection? By knowing this information, you can send a message that is both resonant and persuasive.
If you're having trouble defining your target audience, you're not alone. Let's break it down into six easy steps.
Step 1 – Survey your current customer base
The selection is very bad. They give you a lot of data so you can use it to define your target audience as long as you prepare effective questions.
According to a SurveyMonkey survey, the average market research survey has about 13 questions, and all surveys have four to 14 questions.
Just remember that your customers live busy lives. If you give them a survey that takes a long time to complete, they will give up.
When asking more research questions, consider making a mistake about brevity. Filling in the blanks provides more information than true/false or scale style questions because the respondent has to think more about their answers.
To get started, you can ask the following questions:
What is your main frustration when it comes to [your niche]?
How much do you want to pay for a [product] that includes [list of features]?
What social media sites do you spend the most time on?
Have a question about [niche]?
Use the answers to your survey questions to build your buyer persona, then your landing page, email, and other marketing assets. For example, the last question can be used to create a blog post concept with a related CTA for a landing page at the end of each.
Step 2: Engage with your audience
There is a reason why content marketing has become so essential for all entrepreneurs in all industries. It not only drives website traffic but also opens up conversations
For example, do you respond to comments on your blog? Crazy Egg co-founder Neil Patel answered all questions. He doesn't always answer in detail, but he tells his readers that he is listening.
You can also take the conversation out of touch with your audience. Focus on questions, critiques, and anecdotes. They can give you insights into what your target audience wants, thinks and needs.
Do the same on social media. Don't just enjoy the ego trip when you get 10 comments on a Facebook post. Give feedback to each commenter, then take notes on any Tidbit that can help your target audience understand better.
Step 3: Turn frustration into motivation
Now that you've surveyed your audience and begun to engage in the conversation, mine your notes for pain points and objections. Find out what problems your existing customers and followers have.
Maybe you are in the SAAS industry with a CRM tool. You realize that your potential customers are not impressed with the ability to connect with their own customers through multiple channels. It is a frustration.
Let it be an inspiration. If your SAAS product offers a good way to deal with cross-channel customer service, use it as a selling point when communicating with your target audience. You understand the frustration, so flip the equation and give your customers a helpful alternative.
Keep a running list of frustrations and inspirations. That way you can communicate with them as your business grows.
Step 4: Find out who is not your target audience
Now you have a better idea of how to define your target audience, but you also need to know who to exclude. This is especially helpful when advertising on social media.
Exclude potential customers who don't fit the description of your target audience. Determine who is not worth your time and attention.
For example, you can market exclusively to women. Eliminate about half of the population there.
Or maybe it's less dramatic. If you don't provide food to consumers over 50 years of age, you need to know.
Step 5: Look at the competition
You don't want to copy the competition. This is a recipe for disaster.
However, by keeping an eye on your direct competitors, you can further refine your target audience.
View your home page, landing page, capture page, and product description. Find out what they're not doing so you can give your target audience what they want.
Step 6 – See how your visitors navigate your website
Earlier, we talked about using your website as a way to communicate directly with your visitors. However, your website can provide much more data and information.
Use a tool like Crazy Egg to monitor audience behavior. User behavior reports tell you where visitors click, how far each page scrolls, what percentage of visitors click a particular link, whether your signup forms get enough attention, and more.
Crazy Egg also offers recordings, which allow you to monitor the accuracy of a website visitor through your site. You'll see when the mouse stops on an interesting testimonial, for example, or when a registration form looks confusing to visitors.
You will find a wealth of relevant information and data to help you further narrow down your target audience and meet their needs directly. If they don't pay attention to your CTA, for example, consider moving it to the top of the page or redesigning it to be more visual.
Understanding the target audience: 2 practical examples
Let's take a look at ways to get real audiences to grow your brand and engage your customers.
Outbrain has published a case study of a target audience at Huggies, a brand of baby care products. According to Outbrain, the Huggies wanted a way to get their content in front of new people while targeting their core audience base.
Huggies' goal is to use native content to give viewers more exposure through established posts on outbrain.
The campaign resulted in 20 times more visitors than the brand received through search traffic alone.
When it comes to sponsored or native content, your audience needs to know. What posts can reach people who have never met your brand before?
2. Fun and functionality
Fun & Function, a website that sells products for children with special needs, must decide if it should be extended to schools. The project requires the creation of a completely new catalogue, or at least a different catalog cover, dedicated to the educational market.
INC. According to the magazine, Fun and Function evaluated all aspects of the expansion, but ultimately determined that the cost-benefit analysis was in favor of not expanding to schools. This is a great example of a company using its target audience to make tough decisions.
Fun and function closely understand your target market. He also knew that his products could be useful for children with special needs in educational settings. However, the company had to temporarily back off the project, albeit due to the costs involved.
When investigating expansion, you should consider whether the potential increase in traffic and sales will outweigh the associated costs.
Knowing your target audience is more important than you think. Don't assume that everyone is a potential customer. Instead, narrow down the number of specific people who not only want your product or service, but will also find ways and motivation to buy it.
Conduct customer research. Connect with your audience through your blog and social media platforms. Check out the content elsewhere, such as guest posts.
The more information you collect about your audience, the more you can serve them.