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How to define your target audience

Sunday, June 12th, 2016 by Servage

target-audienceIt is not easy to make your business stand out, especially in a busy marketplace. Even though we have a lot more tools at our disposal to get a business message across multiple platforms, the competition is as fierce as ever. But the competition is not the only reason why people are not reacting to your message. If you feel that marketing efforts are in vain, and no matter how hard you are trying to get in front of your customers they do not seem to care, then you are probably dealing with another problem: You are not targeting the right audience.

The first thing you should know is that no matter what your type of business is, it is impossible to be liked by everyone and to appeal to every single person. That’s why it’s so important to know who your target audience is from the beginning. This way you can better customize your products to seem more appealing to them, you can send your message in a more effective manner and you can increase your brand’s popularity. So here are a few ideas on how to correctly define the target audience for your business:

Use what others in the same industry have found out already. Doing some research and reading some case studies or market research that refers to your industry might give you some valuable information. If you can find some psychological analysis that’s even better, because it can provide you with a lot of insight on how the people interested in your business are thinking. You can even use your competition as a source of inspiration. Analyze what they’re doing, how they are sending their messages to their customers and see if you can improve that, or find your own way of advertising. Once you’ve done your research and feel like you know your audience a little better, you can create a customer persona to feel more in touch with your potential clients. A customer persona will help you bring to life all the particularities someone in your targeted audience is expected to have.

Conduct surveys to better understand the audience you are addressing. Whether they are large-scale or small-scale surveys, they can both provide you with valuable information. Large scale quantitative surveys can help you answer a lot of specific questions related to your business and products. These statistics will definitely help you make better decisions in the future, based on your audience’s purchase behavior. On the other hand, targeting a small fraction of your audience through small scale qualitative surveys allows you to ask open-ended questions and interpret the responses. Make sure you emphasize the importance of an open answer by using keywords like “why” or “explain”.

Analyze social interactions with your brand. Paying attention to the people who interact with your brand on social media through comments, shares or likes, will not only tell you more about their age groups, demographics or interests, but it also allows you to analyze what they’re saying and what kind of updates make them react. Google Analytics is another great tool you can use to see how your visitors interact with your website and how you can improve your approach to potential clients.

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