Tips for Finding Your Target Audience
Having an understanding of your brand’s target audience is one of the first and most important aspects to your marketing strategy. Finding your target audience is imperative to boosting sales, leading convincing marketing campaigns, as well as creating brand loyalty from your consumers.
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What is a Target Audience?
A target audience is a specific group of people that your brand appeals to, or a group of people that your products meet an unmet need for. This group of people are the most likely to make purchases and have interest in your products or services. Typically, this group of individuals share a common characteristic or trait, such as demographics or behaviors.
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How to Find Your Target Audience
Although you can sell to everyone, you can’t appeal to everyone all the time. This is why identifying the group of customers that you appeal most to, and marketing to them directly, will result in a more successful marketing strategy and better ROI. Here are some tips to help you identify your target audience:
- Don’t Be Afraid to Start Out Broad: As you begin to carve out what the perfect demographic for your brand is, don’t be scared to start by being broad. It may be easier to start with broad categories such as “Millennial Women” but as you continue to segment your audience, consider diving into specifics such as “Single Millennial Mothers.” Many people fear that having a specific target group will eliminate other consumers that don’t fit that exact mold; however, this is not true. If your product appeals to a consumer, they will make the purchase, even if they vary from your exact target audience.
- Collect Data from Existing Customers: In order to determine the perfect target audience, you will need to determine the similarities that your consumers already share. This can be done through many different platforms but one in particular is Google Analytics. This platform allows for brands to gather demographic details about your audience as they visit your website. Common characteristics that you should be on the lookout for are: location, age, gender, interests, etc. By collecting this data, you can narrow down who the consumers that purchase the most are, and how you can continue to appeal to their specific needs with your products.
- Actively Utilize Social Media Analytics: Your brand should already be using the business setting on social media. If not, that is a great place to start gathering information about your social media audience. Information such as what age group follows your account most, their locations, as well as when they are most engaged with your posts will all be available through social media analytics. Using this information, you can market your social strategy to your specific audience more effectively.
- Look at Your Competitors’ Target Audience: It’s very likely that your direct competitors are targeting the same demographics. Using information from your competitors can help you fine tune your audience in a way that can be more specific than your competitors. By doing this, your brand will have an edge over your direct competition.
Ultimately, target audiences are meant to create a bond between your brand and your most common type of consumer. It can allow for your audience to feel engaged in your brand as well create value for them. When your brand constantly markets an unmet need of your audience, it will create brand loyalty and continue to boost sales. If you’re looking to market to your target audience, don’t hesitate to reach out to the digital strategists at Kraus Marketing! Contact us today to get started!