Choosing the right target audience isn’t always black and white. Often times it varies from organization to organization even within the same industry.
Before we can get into what to look for in a target audience, let’s define it.
What is a Target Audience?
A target audience is the demographic of people most likely to be interested in your product or service.
So is your audience between the ages of 14-19? Do they live in a home or an apartment? Do they have a pet? Cat? Dog? Do they have expendable income?
Questions like these play an important role in determining how and to whom you should market your products and services.
Now think about those questions as we take a look at a list of things to look for when choosing your primary audience.
5 Things To Remember When Choosing a Target Audience
- Evaluate Your Product
First of all, in order to engage the right type of customer, you must first evaluate your products and services. An organization must step back and look at what they are offering from a customers perspective. This allows you to gauge the potential benefits, uses, objections that an average customer may have about your offering. A quick once over is always a good first step.
- Be Specific In Your Scope
Yes, we all want to sell our products and services to everyone on the web and in the shopping malls. However, let’s face it, in many cases, everyone won’t need your product or service. You could offer the cutest little kitten sweaters but chances are you won’t get many sells from the “International K9 No Cats Allowed Expo” crowd. So pay attention to focus on those who are more likely to be interesting in what you have to offer and sell sell sell.
- Check the Competition
Next, you might want to seek out the competition. Your competitors are another great place to start when trying to discover who to target. Take advantage of the (hopefully good) research of others and avoid recreating the wheel. Use what you learn to adapt and find ways to expand your business by incorporating the various ideas you gather along the way. You may learn that you are on the right path or that you should go in a completely different direction.
- Create a Customer Profile
Tall, slender, athletic, values comfort over cost, prefers warm colors, requires durable material, etc. Surely, if you sell winter coats these are some of the things you can use to create a customer profile. You use these observations and criteria in order to improve your product and better identify your end-users. Be sure to revisit and revise your customer profile from time to time in order to adjust for trends and differences in how your customers shop and view what you have to offer.
- Consider the Demographics
Last but not least, don’t forget about the demographics. Every heard the phrase, “Different strokes for different folks”? Well, we all fall into various groups often categorized by our age, sex, education level, income level, marital status, etc. These different categories help guide and shape our decisions, which is true for your customers as well. Determine which groups align most with your products and services and there you have your target audience.
There are many other factors to consider in choosing a target audience. Hopefully these few factors will give you some things to think about and help you narrow down your focus.
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