How to find your target audience

Website, Content, SEO, Social Media

Here are 8 steps on how to find your target audience. Knowing whom you are trying to reach in business is one of the most essential pieces of knowledge to acquire before creating your business website. What is a Target Audience? Your target audience is those individuals or organisations who are most interested in your products or services. Your target audience will most likely share common traits, and if you know these, you can create messages that resonate and assist these potential customers. Without this information, you could be creating a website that you think looks pretty or pleases your taste but does not hit your audience’s demographic, preferences and need.

1. Analyse your customer base

Is your marketing actually speaking about your main products and services? When you analyse your customer base, you can see more clearly whether you are hitting the mark. If you know your customers and what pleases and benefits them, you can more readily cater to their needs. What is the key benefit that your business provides your customers? You need to be able to articulate this benefit as a solution to your customers’ pain points and use their language to demonstrate your expertise.

2. Identify industry trends

Identify industry trends using data from companies such as Gartner, IBISWorld and Forbes. Generally, they will supply information such as how many competitors you have in the industry. What is the national or global spend for your product and service? Is your market expanding or contracting? Consider niche markets within your expertise when doing this research. You can grow your revenue by finding new opportunities.  You may also understand your target audience’s pain points better. Also, you may discover that a particular set of your customer base is expanding greater than the area you first thought was your market.

3. Evaluate your competition

You can research your competition using tools such as SEMRush and combine it with trend information to narrow your niche and hone in on finding your perfect target audience.

4. Classify target audience

Some of the classifications you need to discover about your target audience include age range, gender, education, occupation, income (purchase power) and location. These personal attributes are known as demographics. You also should research, from your customers and other methods mentioned, the psychographic information:  interests, attitudes, beliefs, lifestyle and aspirations. Also, classify your audience’s Challenges and Goals:  This can include pain points and consumption habits. Don’t forget to discover the platforms your target audience frequents the most.
Some of this information can be sourced from your customers, but other information you may obtain from reading posts of influencers in your market. By understanding your target audience’s demographics, psychographics and the content they want and need, you can more easily provide products and services that are required and desired.

5. Define who isn’t your target audience

By looking at your data, you may discover that a particular section of your marketing is not bringing in sales. But, by knowing who isn’t in your target audience, you can more easily avoid marketing that hits the incorrect target. Marketing can be expensive, so you want to make informed decisions.

6. Create customer personas

A persona is a chart of a fictional character representing someone from your target audience. You may have two or three fictional characters described in detail from your classifications – demographic, psychographic and challenges and goals. Creating a persona of your primary target audience types will assist in keeping your target audience preferences in mind for all your marketing efforts. You can leverage this information in your conversations to turn sales calls into strategic conversations about a prospect’s interests.

7. Revise continuously

Your target audience and market trends can change, so it is essential to revise regularly and add more details as your sales grow and your audience increases.

8. Measure performance

By using analytics, you can make better decisions about your audience. Metrics such as clicks from social media, ads and Search can help you understand your audience better. By watching your analytics, you may identify such problems as non-functioning web features, broken links, and bounces from information that doesn’t target your appropriate audience.

So there you have it. 8 points on how to find your target audience. If you need assistance with this, give us a call. Finding your target audience is the first step in great Search Engine Optimisation. Happy researching.

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