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What every business owner needs to know about identifying their target audience

One of the biggest marketing mistakes a business can make is to attempting to appeal to everyone at once. That is why it is crucial you know who your target audience is. Without a target audience, your business campaign may yield no results as it casts too wide a net. The most-efficient way to reach more appropriate customers is to target smaller, more specific groups and research your target audience to ensure the success of your campaign.

Defining your target audience

Your target audience is a specific group of people who share common traits, and who are most likely to be interested in what your business has to offer.

You should ask yourself who exactly your business is trying to reach, and who is more likely to buy your product or use your services. In other words, you need to define your target audience. You can do this by asking yourself some simple questions. For example: are your target customers male or female? Where do they live? What is their age range? What are their interests? Therefore, you can identify your target audience by analysing your current customer base and looking at their demographic information, and then tailor your campaign to target these specific individuals. Key demographic information to analyse may be things like:

  • Gender
  • Age
  • Location
  • Profession
  • Income
  • Education level
  • Marital status

Why a target audience is so important

Defining and appealing to a target audience is an incredibly important business marketing strategy with many benefits. For example, once you have zoned in and refined who you are trying to appeal to, you can run a smaller, more focused, business campaign which in turn is more cost-effective for your business.

Similarly, once your target audience is identified, you can tailor your product or services to suit the needs of this specific group of people. Not only will this increase customer satisfaction, but appealing to a specialised audience will also increase your sales. Instead of pointlessly spending money and precious resources trying to cater to every consumer, defining a target audience allows for more intentional and personal outreach to those most likely to purchase your product or service.

Identifying your target audience allows your business to shape a marketing strategy that allows you to appeal directly to the type of consumers who are more likely to be converted into customers. Social media platforms such as Facebook, for example, allow businesses to target individuals by displaying advertisements based on their interests.

Successful businesses have a defined target audience

Having a successful business and marketing strategy is about cultivating as many customers as possible. However, if you try to appeal to everyone, you may make an impression on thousands of people, but you may not retain their custom. This is especially true in the current digital age, where consumers are bombarded with huge amounts of information.

This, again, is why identifying a target audience is so essential for business success. However, targeting a specific audience doesn’t mean that you must exclude people who don’t fit your criteria. Rather, identifying your target audience allows you to focus your message on the right market: the people who are most likely to use your services.

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