“If you try to sell to everyone, you’ll end up selling to no one.” To become successful online you need to promote as many new customers as possible. With this fact in mind, many businesses assume that the wider they reach, the more potential customers they can get. However, it is a myth. In the modern, digital world, we’re constantly bombarded with huge amounts of information. So if you are not focusing on a specific group of people, there is a good chance your message will end up buried under that heap of unfocused noise. Therefore having an understanding of your brand’s target audience is one of the first and most important aspects of your marketing strategy.
What is Target Audience?
A target audience is a specific group of people that your brand appeals to. This group of people are most likely to make purchases and have an interest in your products or services. Typically, this group of individuals share a common characteristic or trait, such as demographics. It is really important for the success of your business to ensure that you know your target audience inside out.
Targeting a specific group of people does not mean that you must exclude those who do not meet your specific criteria. Instead, it allows you to focus on the people who are most likely to buy from you. Now you need to figure out who your target audience is. By looking at the characteristics you can separate your target audience. They can be grouped into four categories:
Age Based Target Audience
You need to be very cautious while choosing your audience in this sector. The person most likely to use your product shall not always be the person you target. For example, if you are selling a baby product, then your target is more likely to be parents or grandparents than newborns. When you do not have an obvious age range for your customers, as in the case above, try to keep your target market as narrow as possible.
Income or Economy Based Target Audience
We all have different needs and desires. In most cases, they are directly linked with our income and economic status. By looking at the income of your target market, you can look at the prices you charge as well as the campaigns and discounts you use to provide. This separation is based on the perceived value as well as how much your customer base is willing to spend.
Gender Based Target Audience
Gender-specific marketing reaches out to the needs and desires of specific customers based on gender. For example, if you own a boutique, while men will likely visit your store, your customers will be predominantly women. You can tap into these emotions by placing yourself into the consumer’s mind and giving them what they want most.
Geographical Target Audience
Depending on your geographical location, your needs can be met in various ways. Certain services like restaurants, parlours have narrow target markets for their selected audience. Their clients won’t travel hundreds of miles. Therefore it is important to reach out to those who can truly have the greatest impact on your bottom line.
6 Benefits of Focusing on Target Audience
With Google Ads, Social Media Ads you can advertise directly by selecting keywords. But that is not enough. Should the target market analysis be new to your marketing strategy? This post will make it a crucial point in your roadmap.
Direct Communication
Speaking directly to your audience is very important. Brands that have a large market of varied customers often struggle with their marketing campaigns. Their viewers are different. Few contents can relate to each person on a personal level. Through target marketing, you can ease this problem and focus on curating content for a specific group.
Attract and Convert
When you speak directly to the people you want to target, you are more likely to attract them. Your marketing will more effectively reach the people most likely to want to do business with you. When you connect with the right people, you are then more likely to get qualified leads that will turn into customers.
Stand Out in the Crowd
When you stop trying to speak to every customer in your market and focus on a smaller segment, you also start to stand out from your competitors. Note that when customers can clearly identify with your brand, they will choose you over a competitor that is not specifically targeting them.
Build Customer Loyalty
The ability to stand out from competitors by reaching your customers on a more personal level helps you gain your customer’s loyalty. When customers identify with your brand and feel like you are there for their specific needs, they will likely be more loyal to your brand.
Improvement in Services
Knowing your customers more intimately also helps you look at your products and services in a new way. When you have a deep understanding of your target audience, you can put yourself in their shoes and see how you can improve your services. You can see what features you can add to better serve your customers.
Cost-Effective Strategy
Once you know who you are targeting, it is much easier to make decisions on media allocations. If your target market is women, you can advertise only in those that are popular with that audience. You’ll save money and get a better return on investment by using a target market plan.
Note that today’s users are no longer passive viewers. They actively engage with media in multiple different ways and decide when, how, and why they’re exposed to advertising. A target audience is how you make sure your words are reaching the right customers.
How To Reach Your Target Audience?
Once you know your target audience inside out, how do you ensure you’re reaching them?
Learning how to define your target audience is now considered to be the only effective way for a brand to survive in the current marketplace. In a world where your customers expect personalized and unique experiences from their favourite companies, you can’t afford to take a global and generalized approach to your marketing efforts.
Read: Know how to Target Your Audience
Need Help In Brand Growth?
When your brand constantly markets an unmet need of your audience, it will automatically boost your sales. “We Make Us” have successfully helped our clients reach their target audience by creating social media campaigns that target their demographics.
If you would like us to help you achieve the same, connect with us.