Knowing your target audience is essential to growing your business. It will be what helps you build your social media, build brand affinity, and build your website. Increasing sales without ever knowing who you’re selling to is difficult. So the big question is, who are you selling to?
“Hey, Google, Define Target Audience.”
There are a few essentials when starting your business. Market research, brand design, and target audience assessments are among the many things you need. Researching your competition and the demand for your products/services helps you see who you’re seeling too and how much they want to buy.
Market research also helps you determine what branding makes you stand apart from other brands. After you have researched your market and found your identity, you need to know you’re most marketable point and then find the people who will be the most attracted to that.
Those people will define your target audience and help you create a customer avatar. Customer avatars consist of a list of psychographics and demographics. Psychographics would be personality traits, interests, communication styles, etc. Demographics would be more along the lines of general location, class, education level, and marital status. All of those things together make up a customer avatar.
Where You Use a Customer Avatar
Your target audience can be applied to all areas of your business: brand design, web design, marketing strategy, email campaigns, and even the location of your store.
Web design:
- The style of UI on your site will differ depending on your target audience. One audience may prefer something simple that cuts straight to the point, while another may be more susceptible to CTA pop-ups and informational panels.
Marketing Strategy
- Marketing specialists use the information from your target audience assessment to design personalized strategies for your business. Things like location, political beliefs, and class all impact one’s perception of the media they view. Even with organic strategies, you have to consider the interests of your audience when curating content.
- Email campaigns are really fun to set up, but they can get pretty complicated. If the wrong person gets your email at the wrong time, it could end up in spam. Depending on what platform you use, if that happens too much, they will flag you and keep people from seeing your emails. After all, their behavior as a user reflects your reputation as a business. That is why it is very important to target an audience specific to the email you’re sending.
Do I need to get a target audience assessment?
Whether it’s for posting on social media, getting people to listen to your podcast, or writing blogs about the services you offer, reaching the right group of people can make a huge difference in your success. Target audiences don’t just keep you from creating generic content. It keeps your content consistent and defined as well. A chaotic, busy website is just as bad as a generic website.
Targeted, specific content catches people’s attention because it makes them feel like you’re speaking to them personally. When people feel like you’re addressing their needs and solving their problems, it will increase their chances of buying from you again. Knowing your target audience will also boost brand affinity.
How do I find my target audience?
It can be tough to look at your business from an outside perspective and identify your ideal customer. Especially if you’re selling a product or service that people can easily find somewhere else, narrowing down your audience to specific avatars can be the one thing that sets you apart from everyone else selling similar products or services.
One way to pinpoint your perfect customer is by taking a target audience assessment. Don’t underestimate the value of answering a few simple questions.
Try A/B testing – place the same content, email, or ad in front of two separate audiences, and let the results tell all.
Get ahold of some data and analytics. It’s shocking to see how many businesses open without knowing their stats. Google Trends is amazing for seeing how much people are searching for a specific term.
When it becomes difficult to identify your target audience on your own, despite analytics and fancy tools, you can also hire a professional. This will ensure you get the most out of your time, free of stress.
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