Simple Ways To Define Your Audience
You don’t have to dig too deep to define your audience – we’ve broken it down into six, simple questions for you.
Simple Ways to Define your Audience
If you’re not sure who your ideal customers, or ‘target audience’ are, you need to sit back and do some thinking. When you don’t know who you’re speaking to, you’re essentially marketing to nobody – even if your business is not super niche, there are certain people that will lap up your offerings, and others who won’t bat an eyelid.
1. Who are your target customers?
Have a look at the customers/clients you’ve already got, and work out what it is they have in common. If you’re in the pre-launch phase, you’re probably creating some hype on social media – have a look at who’s interacting with your content.
The ones who are sharing and engaging are likely your ideal target – this will help you to narrow your audience down a little.
Breaking your target audience down into groups by gender and age is, while helpful to some degree, dated and not overly effective. Look a little deeper into these customer profiles – what excites them? Who else do they follow? What are their hobbies, passions, and values? Learning the interests and behavioural traits of your audience will paint a much clearer, refined picture of who’s going to be buying from you.
2. What problems are they facing? What are they looking for?
Putting yourself into your customers’ shoes, rather than making assumptions about their needs, is a great way to consider what problems they might be facing and what solutions you can offer.
Check out the data – go through your analytics, have conversations with your audience, and use fact-based evidence to help you unravel what it is you can do that will improve their lives.
3. Where do they hang out?
We all navigate the world differently, and it’s natural that we all seek and consume information every day.
The thing is, people, hang out in different spaces online. People have an extensive choice of where to find the information they consume – some will use Facebook and Instagram, some will use LinkedIn, some will prefer newspapers and magazines relevant to their niche.
If you work out where your audience prefers to find their information, you’ll be able to get your business in front of them much easier. Do they read a certain magazine monthly? Run an ad in there.
They are active in certain Facebook groups? Stay equally active, and offer advice that shows off your expertise.
Be easy to find for the people you can help!
4. How can you help them?
Look, everyone’s always looking for shortcuts in one way or another. We all want the things that are going to make our lives a little easier, save us time, or add value.
Regardless of what your product or service is, it offers a solution to a problem your customers have – so be crystal clear on what that is. Make sure it’s even clearer for them to see that you have something they need!
The market is competitive – in almost every industry, particularly with recent shifts online. Ensure that your offer is consistently highlighting its benefits, and always think of ways you can improve your product or service. You need to stand out!
5. What do they absolutely, definitely, NOT want?
While knowing what your audience is interested in and looking for is an advantage, knowing exactly what turns them off can be even more powerful.
If you know the kind of language or offers that get their heckles up, you know what NOT to do or say – meaning they’re even more likely to engage with your business.
A few tips for working this out:
- Watch them on social media, in the comments section. What do they respond negatively to?
- Ensure your website analytics are set up accurately, so you can see where they drop off. This might help if you can see a common denominator in your copy or images.
- Run split tests on email marketing campaigns. By seeing which ones make people hit that unsubscribe button, you can refine your approach moving forward.
6. Who do they trust?
Trust is everything to your target audience. No one purchases a product or service from a company they don’t know or trust.
This is why reviews on Amazon are read and so important for sellers. They know it builds trust…it’s also helped Amazon become a trillion-dollar company.
Even though this is the last question to define target audiences, it is one of the most important ones.
This is why the reputation of your company is so important. Taking care of the relationship with your customers is essential as they will spread information about your brand on the internet and to their friends and family.
If you get good reviews, have positive comments, and garner a great reputation, this will be the base for potential customers to feel motivated to buy from you.
How InDeed We Can can help you define your audience
When you create your digital marketing strategy it will help you get clarity on your customers, their needs, how to attract and engage them, what platforms you actually need to be on, and more.