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Target Audience in Marketing

Tips to Find your Business’s Target Audience Effectively

Social Media Marketing

Analysing the market for its changing needs is what sets your business up for success. The core sector of the market that your products of service cater to will ensure that your business is fine tuned to the current market demands. 

Being conscious of the market dynamics requires audience targeting which can help improve overall customer acquisition, retention and boost overall sales. With the right audience research in place, you can plan out appropriate marketing strategies that resonate with your target market. Skip the worries of your business drowning out among the competitors as we buckle you up to finding and reaching your target audience.

What is a target audience?

Before moving on to the process of identifying, and interacting with the target audience, let’s learn about what the term ‘target audience’ entails. A target audience is defined as the specific population that a company, product, or content provider intends to serve. This group is defined by having common attributes which include age, activity level, interest or requirement. 

Here are some common features that the target audience shares:

  • Demographics: Age, gender, income, education level, location
  • Choices: Lifestyle, values, interests, opinions
  • Behavioural Patterns: Spending habits, brand preferences, online behavior
  • Requirements: Problems the audience wants to solve or desires they want to fulfill

Benefits of knowing your target audience

Market research helps provide direction to your business and marketing moves. While research is concerned, knowing the pulse of your brand’s target group brings in success and recognition even in a crowded market scenario. Let’s have a look at some of the significant benefits of knowing your target audience:

  • Facilitates personalised communication 
  • Enhances marketing outcomes
  • Boosts the customer engagement rates
  • Helps build a customer centric product or service
  • Increases brand visibility and relevance 

Five steps to finding your target audience

As we move forward with a clear understanding of what the target audience is, it’s time to familiarise ourselves with the five major steps in finding your business’s tribe!

  1. Study purchase trends: Data analytics and market trends are go-to sources when it comes to studying purchase trends. It is recommended to have a look at your existing customer base to identify common traits, demographics, and behaviors among them.
  2. Conduct market research: Dig out the detailed market research reports and use them as a guide to paving your way through competitors. 
  3. Define Demographics: On conducting in-depth research, it is important to work towards clearly defining key demographics that are beneficial to your business and best serve the majority of your target market.
  4. Narrow down marketing channels: With a plethora of marketing channels available, it is important to analyse your product or service and select the perfect medium for promotions. 
  5. Test and Identify Refinements: Test small-scale marketing campaigns aimed at different segments. Based on the results, fine-tune your messaging, offers, or audience focus. 

Target audience examples

Following are some examples of target audience that will further clear up any blurry boundaries concerning the concept of audience targeting:

  • College students: This group encompasses a population of 18- 24 year old’s who are price conscious and therefore look for cheaper brands. They often look for that special discount or what is often referred to as students’ offers on products such as food, movies, and gadgets. 
  • Working professionals: This group can be defined as people between 25 to 35 years, residing in urban centers, and with full-time employment. They appreciate goods or services that reduce their time or money including food subscription boxes, efficient apps, or virtual instructions for exercises. It is a generation that is more into technology than their predecessors, active on sites such as Instagram and LinkedIn, and is willing to pay for convenience.

How to reach your target audience

  • Define target audience: The first step to reaching your target audience is to define the target group. It is important to analyse their interests, purchase patterns, and marketing triggers. Such crucial information can be collected using surveys, feedback, or social listening tools .
  • Choose marketing mediums: Once you define your target audience, it is important to narrow down on the perfect marketing channel. Businesses are recommended to pick a medium that is frequently used by the target audience to ensure maximum reach.
  • Personalise communication: Focus on creating content that speaks directly to your audience’s needs, using their language and addressing their challenges.

Offer value driven engagement: It is important to design and present products or services that directly address your audience’s problems or fulfil their needs.

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