Whether you’re a business owner or a marketer, one thing’s certain – finding your target audience should be your primary task. This is the starting point of promoting your products/services and growing your brand because a clearly defined target audience leads to more successful marketing campaigns.
In this mini-guide, we’ll go over the steps to finding your target audience and the tools that’ll help you do that. But first, let’s see why it’s so important to do this as you grow your brand.
Why Finding Your Target Audience is so Important
Narrows Your Focus for a More Successful Marketing
A common mistake new businesses make is trying their best to approach everyone with their awesome product or service. However, most people are simply not interested in what they say or sell, so this marketing strategy is doomed to fail from the start.
By finding your target audience, you can better understand the people you want to market to and reach them more strategically. Also, your target audience are the people who are most likely to be interested in your brand, so your marketing strategy will be more successful.
Your Content Gets More Engagement
Making your visual identity, advertisements, and messaging more compatible for your target audience will help you create a great marketing campaign and sell your products and services much easier.
By knowing who your target audience is and what they like/dislike, you can also tailor your social media and website content so it’s more appealing to your potential customers. This will not only increase your brand awareness, but your engagement rates as well.
You Can Improve Your Products or Services
Communicating with your target audience can also help you identify whether your products are missing something that’s important to the consumers who are most likely to buy them. This can be of enormous value to your business, and you could even grow your company by creating a spin-off or by pivoting in a different direction. By understanding your audience you can provide better products and fulfill the needs of the people who use them more successfully.
How to Find Your Target Audience
Let’s go over the most important steps to finding your target audience.
Understand Who Your Customers Are
The best way to start your target audience research is to ascertain who your current customers are. If you can get the data on your customers, you will have quite a good head start and defining your target market will be much easier and more precise.
The most important data is: age, location, interests, profession, salary, and language (if you are on the international market).
When it comes to age, you need to know the age group that most of your customers are in. Their geographic location will tell you where your products and services are most used, while the time zone when it’s best to reach those particular consumers.
Their average salary is another important information since it determines their spending power, and you should particularly focus on their interests, likes, and dislikes. Which TV channels they like to watch, what they do for exercising, and what type of entertainment they consume are just some examples of things you can find out via social media. The questions, of course, depend on what industry you’re in.
Get to know the profession and the stage of life of your customers. Are they students, employed, or searching for a job? Are they doctors, baristas, or truck drivers? Maybe they are retired, or newly married couples. Information like this will help you create a clear target audience, but how should you collect it?
Use Analytics Tools
Determining all these data points on your customers or followers can be hard if you don’t have an online presence. Luckily, almost every business nowadays is on social media, and we’ll assume that yours is as well.
For example, Facebook Insights offers a lot of amazing data from your followers completely free of charge. You can easily get your followers’ demographics data, including location, age, gender, language, pages they liked, etc.
Engage With Your Followers
Asking your potential clients questions and engaging with them on a regular basis can additionally help you in finding your target audience. This is another excellent way to find out what they want, what they do, and what they are interested in.
While analytics tools give you the demographic data, directly engaging with your followers will give you the much needed behavioral and psychographic data you need in order to create your target audience. You can find out how ready they are to buy your products, what benefits they get from them, their personal values, attitudes, lifestyle, and much more.
Look Into Your Competition
Analyzing your competitors and their customers will give you a head start on your audience research. This can be quite beneficial, especially if you are a new business that doesn’t have many sales or clients.
It’s good to research who’s engaging with your most successful competitors, but if you are just getting started, it’s almost impossible to compete with them, so don’t forget to research your smaller competitors’ customers and social media followers as well.
Do the Necessary Testing
You’ve finally done the necessary research and now it’s time to put it to a test. The best way is to create a social media ad that will target the precise audience that you’ve found to be your target market. The language you’re going to use and the design of the overall ad should be crafted in such a way that your target audience will find it interesting and engage with it.
You can create a couple of similar ads or a few different ones to see which ad works the best and has the highest engagement rate. We recommend that you get familiar with A/B testing and experimenting to create the most effective advertisement, specially crafted for your target audience.
Modify Your Target Audience
After testing your ad designs, you may end up with some results that you didn’t expect. If you’re disappointed by the engagement, you might have to modify your audience based on the results and try again.
Helpful Tool You Can Use to Find Your Target Audience
Let’s briefly go over the best online platforms and tools that’ll help you collect the much needed data for finding your target audience.
The Google search bar is the best place where you can see what people search for, and the autocomplete feature will help you generate even more ideas.
Another place where you can search in a similar way is the Pinterest search bar. You can get trending and other popular keywords since Pinterest will also autocomplete your words into longer keywords.
Quora is an amazing place since the whole platform works based on questions and answers. You can find some great question ideas and find what people are curious about.
There are countless Facebook Groups for everything you can think about where people communicate with ease, share posts and ideas, and comment and engage with each other’s posts.
You can join some Facebook Groups in your industry or niche and find out what people are sharing, talking, and asking about. Even better, you can directly ask them if you have any questions, and in many cases, they will be happy to provide you with a helpful answer.
There are general discussion forums, as well as separate forums for different niches, which are also great places to find out what people are talking about in a given sector or industry. You can use these forums to get new ideas on what people like, in order to maybe create more engaging content for your social media and website specifically tailored to your target audience.