How to define your target audience

Finding the right target audience should be at the top of your list as a small business owner, entrepreneur or blogger. After all, without them, you’re just shouting aimlessly into the giant black hole that is the internet. So yeah….it’s pretty important.

You could be creating the best content in the world but if the people who’ll actually care about it aren’t seeing it then you’ll just be hearing crickets! Not only is this depressing and frustrating but it’ll zap your creative flow faster than anything else.

The idea is to find a group of people who don’t just “like” your niche but “LOVE” it, they eat, sleep and breathe your niche. What I mean by this, is that they are actively engaged and actually purposely looking for things within your industry. This can be actual products or info from blog/websites.

So, let’s take a look at the steps you need to take to find your perfect target audience.

Start by asking yourself some questions:

  • What are you offering?
  • What makes you unique?
  • Does your brand solve a problem?

Answering these questions first will make it a lot easier to identify who you should be targeting, as they allow you to evaluate your core values.

Here are some of the broad details you’ll need to figure about who you’re targeting:

Gender

Is your product/content aimed specifically at men or women? This will make a difference to your tone of voice, graphics, colours and when and where you market.

Age

What age group do you cater to? This is a very important piece of information, as it will determine everything said above, plus how you market. If your product is aimed at older people, then you may find that new wave digital marketing doesn’t work. A return to traditionally marketing tactics may be the answer.

Income

This might seem like a shallow one. However, if your content or product is aimed at high earners then your tone of voice and the way in which you present your brand will generally be a bit more formal and classic.

Occupation

Do they work 9-5? Are they self-employed? Stay at home mum? Not only does this influence your brand but also the times of day when it would be best to reach your chosen audience. A stay at home mum isn’t going to be online before 9 am or around 3 pm when she’s dropping off and picking up the kids.

Location

Is what you’re offering available in any locations or are you set in one or two? If your product is only available in a limited location then your marketing effort would be wasted on anyone who lives too far away.

There are plenty more that we could go in-depth on but then you’d be here all day instead of kicking off your target audience research. The more you know about the people you’re targeting, the easier your marketing efforts will be. You’ll know their interests, their problems and most of all where and when they hang out online.

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