Who Is Your Target Audience?
The most common answer when I ask a new client to define their target audience is “everyone.” That’s the wrong answer. Targeting everyone in your marketing means that you are wasting time and money reaching people who will never buy from you.
Taking time to really define your target audience makes sense. The more you know about your customer and potential customer, the more you can tailor your marketing to make meaningful connections.
Start with Demographics
Demographics present the facts about your buyer. This includes:
- Age
- Location
- Gender
- Income
- Education
- Occupation
- Family size
- Ethnic background
This data can be obtained by asking your customers and interested prospects directly. You can also look at social media data for people who are qualified prospects. Your website analytics can also offer this data.
You may need to take the extra step of doing research to collect the right data. A survey or focus group can really help you hone in on demographics as well as psychographics.
Psychographics Take You Beyond the Facts
Psychographics offer insight into the behavior of your target audience. Here you are documenting habits and traits.
- Interests
- Hobbies
- Positive motivators
- Negative motivators
- Lifestyle
- Values
Build Your Audience Profile
Together, these elements allow you to build your brand in a way that meets the interests and needs of your target audience. The more you can speak directly to your audience in your marketing, the more your messaging will resonate.
Creating connections is the ultimate goal of all your messaging. You need to connect to build relationships and the trust that leads to purchases or whatever action you are targeting.
