Finding the Right Audience

Knowing your target audience can streamline efficiency. Instead of producing more assets to reach more people, focus on the quality of your assets and strive to reach a specific, smaller audience.

Knowing your target audience can:

Create custom material that meets your target audience’s needs. That way, they feel valued and inclined to make a purchase.

Source: asana.com

To reach your target audience, you must first define your target audience. And, for this, you need to understand your customers.

You can do this by building a consumer persona. A customer or buyer persona is a generalized representation of how your ideal buyers would be like.

You list their demographic and psychographic attributes and preferences to gain a better understanding of your target audience.

Then you can market your brand and products only to those who are most likely to be genuinely interested in them. This means that there will be higher chances of getting leads and conversions. This will help you increase revenue by investing less.

Source: grin.co

In marketing, customer personas are profiles of buyers that would be your ideal customers.

Personas are fictional characters with characteristics of your real customers. They’re developed based on target audience research and may help you direct your marketing actions better.

A persona is a person that may be interested in what you have to offer since they’re very connected to your brand and you must make an effort to make them a client and retain them.

A persona involves much deeper and more detailed research than your audience since it includes:

• personal characteristics
• purchasing power
• lifestyle
• interests
• engagement in social networks
• professional information

Persona example: Mariana, 22, blogger. Lives in Miami, Florida. Has a journalism degree. Has a blog and posts makeup tutorials and tips about fashion and decor. She always follows fashion events in the area and participates in meetings with other people in the fashion niche. As a digital influencer, she cares a lot about what people see on her social network profiles. Likes to practice indoor activities and go to the gym in her free time.

The main difference between persona and target audience is the target audience considers the whole audience in a more general way, while a persona is more specific.

Source: neilpatel.com

Every product or service appeals to a specific buyer type this would be their target market. For example, expecting parents and caregivers might be interested in buying infant car seats, and wealthy, fashion-focused people might be more willing and able to buy designer clothing.

A potential customer must have the following:

A need for the product or service (it must solve a problem for them, regardless of whether they’re aware of it)

A desire for the product once they’re aware of it

The financial ability to buy it

A product may have more than one target market. For example, Lego toys have two distinct target audiences: parents of elementary and middle school children, and Lego-aficionado adults who like to build things.

However, a target market and a target audience are not quite the same.

Did you know build customer personas to represent typical people in their target audiences. Marketing and advertising departments give these personas names, job titles, responsibilities and other traits to better understand their motivations, challenges and decision-making processes.

Source: business.com

As we mentioned earlier, there are several types of target audiences based on different audience characteristics. Here’s a quick rundown of some of the target audience types. Start thinking about which of these can be used to describe your target audience.

Purchase Intention: This is an audience that is on the verge of buying, actively searching for information about products like yours. If you’re launching an innovative fitness app, for example, this audience is already looking for the best fitness solutions available.

Interests: These individuals have similar hobbies and passions. Whether they’re into gourmet cooking, video gaming, or outdoor adventures, aligning your products and content with these interests can deeply engage them and fosterbrand loyalty.

Subculture: These are people who share unique experiences or preferences form subcultures. Whether it’s indie music lovers or vintage fashion enthusiasts, you can tap into these groups and foster a dedicated customer base.

Lifestyle: This audience is defined by their way of life, values, and activities. For brands offering luxury travel experiences, the target audience might be affluent individuals who prioritize unique and high-end vacations.

Behavioral: This type considers purchasing patterns, brand interactions, and product usage. Behavioral targeting allows for highly personalized marketing, such as recommending products based on past purchases.

Geographic: Sometimes, where your audience lives can define their needs and interests. Geographic targeting is crucial for local businesses or products tailored to specific climates or cultural preferences.

Demographic: This traditional method categorizes people by age, gender, income, education, etc. While broader, it’s useful for products with a wide appeal or when combined with other types for more precision.

Keep in mind that this list isn’t all-encompassing, and the magic often lies in mixing and matching these types or attributes to fine-tune your marketing strategy.

Now that we’ve examined some of the attributes that make up the types of target audiences, let’s discuss how to identify the right target audience for your product.

Source: ama.org