Know Your Audience: Tips for Discovering Your Target Audience

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Target Audience

Have you ever seen an ad on television or any social media platform and wondered who would be the customer for this product or service? Who is this for? We have very often seen such spectacular marketing failures where the target audience was not defined resulting in a bland ad that connects with nobody. You might have seen an intense focus on knowing your audience in marketing articles but how does one discover their target audience? 

In this blog, we will focus on how you can discover your target audience and its importance in detail. So, let’s dive in;

Why Knowing Your Audience Matters 

Knowing your audience is of paramount importance as it helps you customize your product, services and method of communication to the needs, preferences and expectations of your potential customers. 

Knowing your audience helps in the following ways;

  • Effective Communication: Knowing your audience allows you to set the tone and language of your message. Choose the language and tone that would be easily understandable for the audience. Do not make them pull out the dictionary.
  • Relevant Content: Knowing your audience can help you customize content to your audience’s interests and concerns which makes your content engaging and valuable.
  • Product/Service Tailoring: Knowing your audience will help you understand audience demand and tailor your products/services in a way that satisfies customers.
  • Building Trust: When the audience feels that you have a hand at their pulse and understand what their concerns are they are more likely to trust you in the future.
  • Marketing Efficiency: Knowing your audience helps in marketing effectively which leads to saving resources. It helps in reducing costs while giving maximum results.      

11 Tips for Discovering Your Target Audience


1. Define Your Product or Service

To identify one’s target audience, it is important to define your product or service in clear terms. Brands often think that going for something broad will attract more customers but it’s quite the contrary. Having a multipurpose hall might seem like a cool idea but defining it further like Multipurpose Hall for weddings, school events and corporate seminars will help you understand who your target audience is easily. 

2. Analyze Your Existing Customers

To figure out who your target audience is, one of the easiest ways is analyzing your existing customers. This helps you understand what demographic your business caters to and to whom and how it can be expanded. If you run a fitness center near an engineering university, analyzing your customers will tell you how the majority of your audience is male students between the ages of 18 to 25, you can expand to female students by offering a time slot exclusive for them.    

3. Analyze Demographics 

Analyzing demographic factors like age, gender, and location can help you understand who your target audience is. Analyzing clients of a photocopy and print shop located inside a university campus will help you identify your target audience as university students between the ages of 18-25 of departments within a 100m radius of the shop. Students who are far away will opt for another shop. 

4. Understand Psychographics 

Understanding psychographic characteristics such as interests, values and behaviors give us an insight into the psyche of our customers. Learning about their behaviors helps in identifying what they are most likely to buy. If you have a business of shoe wear primarily for office use and official functions then people are more likely to buy accessories like a shoe shiner, polishes and sweat-absorbing socks as they prefer cleanliness and hygiene. 

5. Conduct Market Research 

One of the most common ways of identifying your target audience is by conducting Competitor analysis, Surveys and Questionnaires. One of the things competitor analyses provide you with is insights into who is the customer of your competitor which will be the same demographic that you will be targeting. Surveys and Questionnaires will help you identify the age group and gender of your target audience. Most people use Google Forms to conduct surveys and questionnaires.   

6. Social Media Insights

Today it is important for businesses to have an online presence in some form on major platforms. Using social media analytics one can easily identify from your followers who is the target audience. Analyzing your Facebook followers will help you identify the age group, gender and location of your customers. The privacy of the users must be protected while conducting social media analytics. Social media insights help customize your content for the audience. To gain more engagement on your content you can buy likes and active followers from quality sources

7. Keyword Research

In today’s world of social media and online shopping, keyword research plays a vital role in identifying and refining your target audience. For example, the keywords educational toys tell you that your target audience is parents of children. Long Tail keywords help you understand what are audience concerns for example keywords; educational toys for 7-year-old kids help you develop mental challenges accordingly. Using keyword research businesses can customize their marketing efforts creating content that resonates with the audience.    

8. Engage in Online Communities

One of the ways businesses can identify who their target audience is by engaging with the online communities of their customers. If a business sells acoustic accessories, then being an active participant in online communities of music lovers and call center workers will help them understand the concerns of their audience better. 

9. Monitor Social Media Conversations

Monitoring social media conversations is key to identifying your target audience. By monitoring these conversations, you can learn about your competitors, peoples’ interests, hobbies and values, content preferences, emerging trends and the influencers they follow and respect. 

If you happen to be a jewelry store selling letter beads, when you see on ‘X’, Taylor Swift encouraging fans to make friendship bracelets for the Eras Tour now you must tailor your marketing efforts towards Swifties (Taylor Swift Fans). Buy likes and active followers on social media platforms to stand out among the competition and reach more Swifties. 

10. Segment Your Audience

Segmentation is the process of dividing your audience into subgroups based on shared characteristics, behaviors or preferences. Segmentation will help you identify and arrange your audience in a way you can serve them better. If you run a swimming pool, then segmentation of your members by age and gender will help you organize sessions for them. 

11. Track Analytics and Behavior

Tracking analytics and behavior of the audience will provide you with user demographics, behavioral insights, traffic sources, conversion paths and content performance. 

FAQ’s

Q: What do you mean by knowing the audience?

A: It means you understand who they are, what they want and what their values and preferences are.  

Q: Why is it important to know your audience?

A: Knowing your audience helps you tailor your marketing efforts minimizing loss of time and resources. 

Q: Why is the audience important in communication?

A: They are important as they help in setting the tone and language of brands’ messages. 

Q: What is the fastest way to obtain information about your audience?

A: Well, it’s to conduct a survey. These days questionnaires and surveys in the shape of Google Forms are very popular. 

Concluding Remarks

To sum up, the identification of your target audience is a key factor in effectively marketing your business. Target audience identification helps in effective communication, generating relevant content, building trust and tailoring your product/service for a niche audience. The target audience can be identified by following the tips outlined above. So, try it; good luck and thanks for reading! 

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