When marketing your goods or services, it makes sense to target the people who are most likely to be interested in your product and want to buy it. These people are your target audience. By identifying your target audience, you can decide where to best direct your advertising budget. A target audience will consist of a specific group of people. For example, if you sell floral yoga tights, your target market might be female fitness enthusiasts between the ages of 18 and 35.
Creating a buyer persona
A well-organised marketing campaign will use one or several buyer personas to describe their target customers. These personas provide a generic overview of your ideal customer. They are created using information that you collect about the people that buy your product, or who you would like to buy your product.
You will probably need to collect the following information:
• Where do they live?
• How old are they?
• What is their gender?
• What do they do for a job?
• What is their average income?
You may already have some of this information in your sales records. Other data that may help to define your audience can be gained through:
• Google analytics
• Market research
• Competitor analysis
It’s important to continually revise this research to ensure that you are still targeting the right audience.
Defining your target audience will help you to understand your customers and how they make decisions to buy. Paying attention to a specific audience will also help you to target your marketing campaigns to reach the people who will be most interested in your company’s products.
Knowing your target audience will save you money
Millions of dollars are wasted every year on marketing that doesn’t target the correct audience. When every advertising dollar counts, it’s important not to waste money using channels or media that your target audience doesn’t engage with.
Using a digital marketing specialist can help you with all aspects of finding a target audience for your product. Contact us to find out how we can help you reach your target audience, make more sales and save money.