How To Define Your Target Audience
All marketing efforts, all the strategies, meetings, analytics, and creative content, it’s all done with one goal in mind: reach your audience. But there are so many questions that come to mind, like how can you reach your target audience? Who is your target audience? Where are they and what platforms are they populating? What methods should you take to find them?
Using information that you already have, like gathering analytics from your subscribers database or people who have shown interest in your product/service, you can use two methods to find and reach your audience effectively.
Define Your Target Audience Using Demographics
This approach focuses on things like gender, age, earnings, and place of residence. Demographics in marketing has always been the more traditional method in finding and targeting your audience. It provides marketers with very accurate data, but rarely tells the story about your audience. For example, using data such as postal code can tell marketers where wealthy people live, but it is a big generalization to assume that people who live in wealthy areas, are wealthy. It also doesn’t mean that those wealthy people will be interested in the product, event if they can afford it? But it does give marketers a place to start.
Define Your Target Audience Using Psychographics
On the other hand, psychographics focuses on the audiences’ beliefs, attitudes, religion, political preferences, hobbies, lifestyles, etc. To be effective at making an impact on our audience, we need to understand human needs and motivations. Using psychographic targeting methods allows us to get a deeper understanding of individual consumers. It will expose us to markets that have shown behaviours (such as clicking on ads or engaging with content on social sites) that would lead to interest in your product.
Using these two methods together, you can find where your audience might be, and learn about their unique characteristics. This will help you tailor you campaign to your consumer’s needs and connect with them in a way that matters.