6 Steps to Identify Your Target Audience

Before you build a brand and product, you essential Define target audience. This all-important process involves the creation of individuals – imaginary customers who represent your target market.

market vs audience

A target market is a range of potential customers based on demographic, geographic, psychological and behavioral areas. For example, single mothers aged 35-54. a goal audience More specific, such as single mothers aged 35-54 who drink organic coffee.

The target audience should guide all on-site conversion efforts, including content, navigation, and call-to-action. A brand’s voice is more involved than words. Therefore, not understanding the potential buyers of your products is a surefire way to miss out on a sale.

But what if you’re not sure? Or what if you’re targeting the wrong crowd?

Here are six steps to know your target audience.

target audience identification

Segment existing customers. Analyze website and purchase data to group customers by demographics and behavior. How did they find your store? If from organic search, what keywords did they use? Study support ticket for common phrases. Read product reviews (on- and off-site).

Research the market. Know your competitors. What are market gaps? Consider hiring expertise to extract important information.

Analyze competitors. Study the competitors from top to bottom. Analysis is essential. What are they doing right and wrong? Who are they targeting and how? Which of their campaigns work? How much do they sell? Spy on your competitors to find out what buyers needs.

Survey your buyers. Want to know what’s important to existing customers? ask! Simple surveys will tell a lot. Avoid asking too many aggressive questions at once. Instead, deploy brief surveys with one or two personality-identifying questions, such as “Where do you live?” or “How many children do you have?” Consider hosting an “Ask Me Anything” or “Tell Us Your Ideas” session (video or audio) with a group of customers for real-time, honest feedback.

Review trends. Industry trends affect both competitors and customers. Some trends are recurring or seasonal. Others are short-lived and influential. Check out the most compelling trends over the past two years and their impact on your business.

interpret the data. The data from the above steps can reveal how people become loyal customers. Use a spreadsheet to jot down numbers in an easy-to-digest format and create crystal-clear personalities.

HubSpot, for example, summarizes a fictional customer’s job title, age, education level, and more.

Buyer personas are data-rich, visual aids that represent specific details of a target audience. This HubSpot template summarizes a hypothetical customer’s job title, age, education level, and more.

changing audience

Identifying the target audience is not a one-time process. Audience shift.

An example is the Duck brand, which manufactured tapes as the Melvin A. Anderson Company to support military efforts during World War II. As use shifted to commercial (heat and air ducts) and then to consumers, the brand introduced colored tape in 1980 and pattern (camouflage) in 1997. Today the product is a staple in do-it-yourself projects and crafting.

duck tape party ideas

DIY and crafting are the focus of the duck brand.

6 Steps to Identify Your Target Audience

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