One of the most important factors in the game of being successful is knowing your target audience and why the target audience is important. You can keep on taking shots in the dark hoping to hit the right spot but you’ll never know what to aim at and if it’s even the correct direction. You’ll only waste time and effort asking yourself “where is my target audience?” and both are very valuable in the journey towards a successful company. If you want to make this journey easier, and more stable, keep reading and I’ll teach you how to identify a target audience in marketing in 2022.
By knowing the people who follow you, you’ll be able to:
● Create better and more targeting content
● Improve the conversion rate of your homepage, social media and web shop
● Use the resources you have available
● Create personalized experiences to your followers
● Learn more about target audience and content
Last year Databox made a survey and found out that content marketing, social media marketing and SEO were among the top areas that need the most research about target audience. You’ll need to work with these areas in order to become successful which is why you need to know your target audience so you can communicate in the right ways.
Areas that need research for succeeding. Source: Databox
Here are 5 tips to help you find the right target audience:
1) Defining the target market
The target market is not the same as the target audience. The target market can be seen as a group of potential buyers of your brand - they could be defined by age or gender, while a target audience is a more segmented portion of the target market like the ones with high income living in a specific place. Do some market research and study demographic, geographic and purchasing patterns of your target audience so if you're selling from a website, you need to learn about your target audiences' online behaviour.
After defining your target market you can help yourself by thinking about further changes. Bryan Darr, the founder of Mosaik Solutions, a data analytics company, says: “You should be prepared to redefine your target market over time. For example, figuring out whether you're targeting a domestic consumer or customers throughout the world can be a good start”. If you have the opportunity to think about things like these, you’ll also be prepared for what could come and how to handle it.
2) Create Buyer Personas
A buyer persona is a fictional version of your ideal audience.When you build a buyer persona it will help your brand get an idea of its potential audience. Companies build buyer personas after doing market research and get data on potential customers. The buyer persona can include a lot of details about a potential customer. This could be things like their location, income, name, gender and age. Things like if it’s a target audience for instagram or Facebook or maybe if non-digital marketing is necessary. The idea of creating a buyer persona is to know what who you’re aiming for and how to reach it.
3) Study your competitors.
So how did your competitors get started? What made them succeed? And how did they find their target audience? You can find answers to these kinds of questions and Bryan Darr says: “Evaluating the competition's marketing strategy can help you define your own target customer”. So sit down and try researching your competitors and how they work. Of course you can’t copy-paste your competitor’s marketing approach as soon as you define your target audience but "you must have a way of differentiating what you are doing from what the other guys offer," Darr says. When you figure this out, you’ll be much better at moving on from here.
4) Define who your target audience isn't
Greg Habstritt, founder of Wealth Simple, an advice website for small-business, says “your own personal experience and knowledge can make you believe that you understand your target market even before you conduct any research”. So if you're interested in beauty and want to start a company in the beauty business, you may assume you already know your target audience. Try to learn more about what is and isn’t interesting in the eyes of it. "Don't assume that you can think like your target market. You have to ask them and talk to them to really understand them." Habstritt says.
5) Find answers to questions from your audience.
An audience will most likely ask you questions about your products or your brand. By trying to ask these questions to yourself you’ll get better and better at defining your core values and your potential audience. The questions could be “what problems do your products solve?”, “Can you help me with this?”, “Why should I choose you?”, etc. When you ask yourself something like this and you find the answers, you’ll get a more exact idea about your company, your audience and its needs. The more answers, the better you prepare yourself and identify your target audience.
After going through these 5 tips and considering some of the things mentioned, you should be able to define your audience and thereby be better at communicating and reaching it. Good luck!