When developing a marketing or social media strategy, the first step is to clearly define your target audience. Although this can be a challenging process, your target audience will determine which channels (traditional and/or digital) you should use to effectively reach the right people.
What is a Target Audience?
A target audience is a particular group of people that you want to focus on, attract and gain exposure from. Each target audience typically share the same interests, demographics (age, gender, location) and psychographics (needs, wants and motivations).
Why is it Important to Define Your Target Audience?
By targeting a specific group of people, your campaign will be more relevant and therefore more effective. Having a clearly defined target audience will enable you to reach the right people and connect with them through strategic messaging and content. This ensures that you’re putting your marketing efforts in the right areas and it will ultimately provide you with a better return on investment. For example, different age groups will be more likely to use different social media channels, so you want to be utilizing the right ones.
Where to Start
Love it or hate it, the best thing you can do to determine your target audience is to dive into some research. First take a closer look at your current audience – the people who are already interacting with you and are using your goods or services. Then, start by compiling the following data:
- Age – what age groups or generation are they from?
- Location – where do they live?
- Income / Education – what is their level of education? are they likely to have disposable income, what are they willing to spend?
- Interests and behaviours – what do they like to do? Are they intrinsically motivated or extrinsic motivated?
- Challenges – how can you make their life easier, better or more interesting?
- Stage of life – are they single, new parents, college students etc.?
- Media – do they watch TV, read magazines and/or listen to the radio?
When defining your target audience, it doesn’t hurt to check out the competition. This can provide you with valuable information about who you should be targeting based on the types of people your competitor is targeting. Either take note of what they are doing that is working well and see if you can incorporate this into your own strategy, or use it as a learning opportunity of what you don’t want to do with your own messaging to set yourself apart.
Clearly defining your target audience will enable you to tailor your message and deliver it straight to your target audience’s doorstep. For more expert advice and a deep analysis of the appropriate target audience for your next campaign, contact the Sims Advertising team today.