In this modern age of marketing, defining your target audience is one of the most crucial steps you need to take to secure the success of your business.
Taking the general approach or trying to appeal to everyone is the fastest way to fail.
But, having a clear understanding of who your potential customers are allows you to create an effective marketing strategy, focus your marketing efforts cost-effectively, and drive results.
Unfortunately, not everyone realizes the importance of defining their target audience first.
A lot of business owners often make the mistake of attempting to serve every segment or demographics possible. They also assume that they know who their prospects are inside out. Because of this, their marketing campaigns are less effective and they’re not getting the results they were expecting.
If you’re guilty of committing this marketing crime, don’t be afraid to take a step back and reevaluate who you want to direct your marketing to. Luckily for you, this article will help you determine the right target audience for your brand.
A target audience is a specific group of people who share the same characteristics, demographic, or behavior, and are likely to be interested in your products or services. They could be defined by their age, gender, interests, political beliefs, location, and so on.
The first step to defining your target audience is to conduct market research. Doing this allows you to gather information and understand them better.
Here are some important questions to ask:
Once you have your answers, you need to further subdivide your target market into groups with similar characteristics or use multi-segment marketing. Then, conduct more research to understand them better - which brings us to our next point...
Now that you’ve subdivided your audience into different groups, it’s time to identify each of their purchase paths and pain points.
But first, let’s explain what these two are.
Purchase path refers to the different marketing mediums your audiences use or are exposed to that convinces them to make a purchase. These mediums include everything from emails, apps, websites, social media, loyalty programs, and so on.
Mapping out your audiences’ purchase paths gives you an idea of which channels you should focus more on so you can reach them effectively and guarantee that they convert.
On the other hand, pain points are basically your audiences’ problems. Bear in mind that different audiences or groups have different problems,
To simplify things, we’re giving you the four main types of pain points, along with brief descriptions below:
Knowing each of your audience’s pain points and their purchase paths allows you to reach out through the right channels and position your company in a way that will help solve their problems.
For instance, if your prospect’s pain points are mainly financial, you’ll want your marketing message to emphasize that you offer quality products or services for a more affordable price.
However, if your prospect’s pain points are primarily support, then make sure to highlight your excellent customer service in your marketing message, ads, and promotions.
Additionally, discovering your audience’s purchase paths and pain points enables you to build content that addresses those problems and tailor them to move your target audience down the sales funnel.
Once you’ve identified them, it’s time to choose which specific group or segment you want to direct your marketing efforts into. But if you can manage serving several segments at once, the better.
Take a look at these steps to find out which segment suits you:
Another way of defining your target audience is to learn more about your existing customers.
Consider asking these questions:
There are several ways you can collect information, including the following:
Now that you know who your existing customers are, you may now duplicate them and ask Facebook to find the same group of people that haven’t interacted with your brand.
Finding the right people to direct your marketing efforts to can be an exhausting task.
But, with the right team of experts, you will be able to determine who your target audience is in no time!
At Digital Resource, we can help you define your target audience and create digital marketing strategies that are tailored to reach them effectively. From services like custom web design, improving multimedia content, SEO, paid advertising, and expert analytics, we can help boost your brand awareness online and drive results.
Get in touch with us today for a free consultation!