Why do you need to know this? Simply because no-one has an unlimited marketing budget, so you have to choose the best places to spend it.
It's tempting to believe that your product or service appeals to everyone. (Trust us, it definitely doesn’t). In reality, a specific demographic will resonate more with your offer. Have a think about what you sell, is your product or service primarily for women, or specifically for women aged 25-40? or maybe even women aged 25-40 who are mothers. Pinpointing this can be the difference between a successful campaign and a missed opportunity, not to mention your hard earned advertising budget being spent without producing any results! Also remember that the decision maker (who buys what you sell) may not necessarily be the end user.
Change is inevitable
Navigating the bustling marketplace without a clear sense of who you're speaking to is like baking a complicated cake without a recipe. (We’ve all given that a go and have a story to tell!) The spray and pray approach simply doesn’t work well in marketing, so let's delve deeper into understanding your target audience.
We’ve also created a guide on how to define your target audience, for you to download and use in your own business.
How do you find the information you need? Unlock insights with Google Analytics. This tool is a treasure trove of user data. From understanding where your audience is coming from to the type of content they engage with most, Google Analytics provides a roadmap to refine your marketing strategy. However, whilst zeroing in on a target audience provides focus, it's essential to remain open to broader opportunities. - A change in platform or your language style, maybe even the types of imagery you use. Sometimes, a shift in your communications strategy (how and where you speak to your customers) might be needed to resonate with a different segment better, hence the need to be aware of changes in external things such as technology, world events, trends, competitors, etc. Data gives you a great snapshot of what has happened, but you need to keep thinking about what’s coming.
How to find the data
So now you know WHY you need to define you customers and HOW to stay ahead of trends and changes, lets take a step backwards - how do you actually choose who to target? We’ve created an easy 6-step plan for you! You can see a sneak peek of this plan below, but be sure to download our handy printable DF guide which includes mroe detailed info, tipes and tricks to defining your target audience.
Who are you selling to?
The more you engage with your audience, the clearer you will be about their needs, browsing and buying habits and where you can find them to communicate your message to them. It's crucial to revisit and refine your target audience regularly, they don’t stay the same all the time, their buying and browsing habits change with movements in technology but also with changes to people’s lives - their family dynamics, their careers, where they live or move to… some things remain similar but changes do happen, hence the need to constantly refine and reevaluate who your customers are, what they need and how you can find them.
Ensure you know
your niche!
Understand your target audience
1. Gather some data
Use tools such as Google Analytics to find out how customers are interacting with you.
2. Deep dive into your current customers
Understand the profile of those already buying from you.
3. Stay up to date with market trends
Identify what’s happening in your industry overseas and jump on the trend before your competitors do.
4. Analyse the competition
Observing competitors can offer insights into audience behaviour and preferences. If they are successful, there might be something they are doing which you can put into place in your business too.
5. Visualise your perfect customer
Build detailed personas, such as "Fran the First-Time Runner" versus "Sam the Seasoned Pro". This helps tailor your messaging effectively. By combining the key components of a persona with insights from current customers and a competitor analysis, you will create a rich tapestry of your target audience to have at your fingertips.
6. Identify who you don’t want to sell to
Understanding this can offer a broader perspective and potentially reveal places you are spending your advertising budget where you shouldn’t be!
Define
your target
audience
6 Key steps - sneak peek
So, in Conclusion…
Understanding and refining your target audience is an ongoing process, pivotal for marketing success. Dive in, stay curious, and remember, we're here to guide you every step of the way!
To help you to get started, we’ve created a guide about how to define you target audience which you can download and use in your own business get it here or touch base with us if you would like any further support with your marketing.