How to Identify Your Target Audience

Ever seen a product while scrolling and thought, "Who would buy this?"

We’ll have that ahaaaaaa moment.

If you’re reading this there are two options: - You already have or will have a product. 

If you've ever wondered how to prevent that "aha" moment when people question your product, this blog is for you. We'll show you how to avoid it.

What Is A Target Audience

In Bosnian we say ‘Nije se rodio, ko je narodu ugodio’ or on English‘.

There's not a person that has pleased the whole world. In marketing is almost the same thing. Probably, it would sound like ‘If you’re trying to reach everyone, you’ll reach no one’.

First thing first, in business, order a specific audience in your mind - The target audience.

Definition of the target audience

A target audience is the specific group of people that you want to reach with your marketing. For example, you can characterize your target audience group by their living location, age, or employment...

For instance, it might consist of younger parents, aged 20 to 25, who visit Legoland three times a year. Simpler than the simplest, there are (Target audience) whom you target, or should, with your marketing effort

Why Is It Important To Know Your Target Audience

Seriously marketers love to draw a line that is more important to know to whom you sell, than what you sell.

To understand why recognizing and nurturing your target audience matters, picture your marketing strategy as a bus filled with older people, but there's one empty seat. Give it to your target audience.

Target Market Vs. Target Audience

The Target Market and Target Audience are in effect different. Long story short, the Target audience is a smaller circle of the Target market. 

Example: 

Target Market: Hybrid Car Owners

Target audience 1: Toyota Car Owners

Target audience 2: Toyota Hybrid Car Owners

So, Your target audience isn’t your target market.

Your target market is people for whom your product or service is. The target audience are cake part of that group of people. Your marketing needs to reach that cake part.

Remember, It is not a sin to have more than one target audience within their target market.

Maybe it will take more time to do the job, but you can explore how to integrate AI into creating campaigns.

Types of Target Audience

Types of Target Audience has no limits when we discuss several target audience. It only matters if it aligns with your marketing efforts. 

Differences between two or more target audiences can be mutual or caused by some specific ticks of your product. It also depends on it is it your product B2B or B2C. 

For us, it is more psychological than even more you think it is.

It depends on how your customer lives, or even on time when they go to sleep. The key is to think about how my customers will receive my message.

The market also goes in a way of segments audience using categories such as: 

Subculture

Or tell me what you love and don’t and I’ll tell you who you are. Subcultures are becoming more and more popular. People identify with what they love. Reaching subcultures is thinking of how they relate to your business. 

A nice example of that is Netflix. They recognize and create the Subculture of the Netflix Family. These are people who watch specific content and everything is in that tone, even slogans - for parents, by parents. WoW.

Intention

This group of people purchases intention about what they want to buy. It is an informational query, a place where all affiliate marketing begins and ends. All they want is to collect more information before buying something. When you know what someone wants, you know where to be.

How to Find Target Audience

Stop! Started business without identifying Target Audience? Take a step back. 

Sir, we have some serious questions. Thank us later.

Finding And Understanding Your Target Audience?

• Talk to your customers
• See who likes, and comments on your Facebook posts, and YouTube videos, and investigate that people. Do you know when they go to sleep or what looks like their weekends?
• Google Analytics is a gold mine for metrics. Of course, you need to know how to use it. 
• Always be ready to take notes about your customer. You might start thinking about what your customer is pondering while waiting at a red traffic light.
• Define who does not buy from you. Very powerful.

Segmenting Your Target Audience?

• Segmenting is the mother of success in marketing. 
• It’s easier to understand and target homogenous markets. Your messages will be more readable and directed.

We don't want to hear excuses like "I don't know how to segment my customers" anymore.

• Do it like Nike. They segmented their customers into three key areas - men, women, and children.
• Other audience characteristics that may help you with segmentation and designing the campaign are demographic, religious, education, language, psychological, and motivation

Engaging With Your Target Audience

• That day when you finally get the job done, sit back and think that’s it, it is not. 
• If you don’t engage with your target audience - You are nothing, John Snow.
• It's easy to forget that real person sitting and reading on the other side. Make their feelings, wants, and needs met by your content driving them to your product. 
• Try to give a humanized side to your content in the world of digital. That’ll make a difference. 

How to Form a Target Audience Profile - Persona

What is the target person or persona? Create personas as characters tailored to represent your customers. Persona share common features, interests, dreams, goals, etc. 

Sometimes, marketers approach their work as the science of numbers and statistics. At that moment, most of us forget that marketing is there because of your customers, real and live people. 

The purpose of the persona is to keep that humanoid side of your marketing. They can help you figure out how to talk to your customers more personally. Your customers will be surprised when you start treating them more than numbers.

Target Audience Example

Vans, a well-known footwear brand with origins dating to the 1960s, first became popular among skateboarders and individuals who saw themselves as "misfits." However, over the years, Vans has successfully broadened its appeal to a more diverse audience. To adapt to this evolving target market, Vans has employed audience segmentation strategies, establishing distinct Instagram accounts tailored to different demographics. 

These accounts cater to a wide range of enthusiasts, spanning from skateboarders and surfers to snowboarders and beyond.

For instance, the @vansgirls Instagram account tailors its content to connect with women by addressing their interests directly. This approach helps Vans build a personal connection with its female audience, featuring products, styles, and stories they love. Vans thrive by embracing audience segmentation and maintaining a dynamic online presence in the ever-changing fashion and lifestyle footwear world.

Nike vs. Under Armor

When comparing Nike to Under Armour, it becomes evident that both brands cater to consumers who embrace sport and athleisure wear. However, delving deeper into their marketing strategies and target audiences reveals distinct differences. Nike, positioned as a premium brand, strategically targets influential figures in society and individuals up to the age of 55 in its marketing efforts. This approach aligns with Nike's aspiration to be a symbol of excellence and a lifestyle choice for many consumers.

Conversely, Under Armour takes a different approach. It does not primarily cater to high-end earners and instead focuses on cultivating a predominantly male customer base. Furthermore, Under Armour's marketing strategy hones in on the 18-25 Gen Z demographic, recognizing the unique preferences and trends that resonate with this age group. By embracing these distinctions in target audiences and marketing strategies, both Nike and Under Armour strategically position themselves to thrive in the competitive world of sportswear and athleisure.

For further insights into the differences between Nike and Under Armour, you can refer to the article "Nike vs. Under Armour: Learn the Differences" at the link.

Conclusion: Key Takeaways on Identifying Your Target Audience

Understanding your target audience is essential for effective marketing. Here's what you need to know:

• Define Your Target Audience: Identify specific demographics, behaviors, and interests that characterize your ideal customers.
• Importance of Knowing Your Audience: Prioritize knowing who you're selling to over what you're selling.
• Target Market vs. Target Audience: Distinguish between your broader target market and the smaller, more focused target audience you want to reach.
• Types of Target Audiences: Segment your audience based on relevant factors, such as demographics, behavior, and psychographics.
• Engage Actively: Engage with your audience by creating content that resonates with their feelings, desires, and needs.
• Use Personas: Develop customer personas to humanize your marketing efforts and tailor your messaging.

Successful brands like Vans and Nike excel in targeting and engaging specific demographics within their markets. By applying these principles, you can craft marketing campaigns that work better and establish stronger connections with your customers, ensuring that your products or services are appealing to the right people.

FAQ: How to Identify Your Target Audience

1. What is a target audience?

A target audience is a specific group of people you want to reach with your marketing efforts. They share common characteristics that make them more likely to be interested in your product or service.

2. Why is identifying a target audience important?

Knowing your target audience helps you tailor your marketing strategies, making them more effective and efficient. It ensures you're reaching the right people with the right message.

3. How do I define my target audience?

Start by researching the demographics, interests, behaviors, and needs of potential customers. Analyze your existing customer base to find commonalities.

4. Can I have more than one target audience?

Yes, it's possible to have multiple target audiences if your product or service appeals to diverse groups. However, it's essential to create separate marketing strategies for each audience.

5. What are some common ways to segment a target audience?

You can segment your audience based on demographics (age, gender, location), psychographics (lifestyle, interests), behavior (buying habits, online activity), and more.

6. How do I engage with my target audience effectively?

Engage by creating content and messaging that resonates with their needs and interests. Use the language and channels they prefer and listen to their feedback.

7. What are customer personas, and how do I create them?

Customer personas are fictional representations of your ideal customers. Create them by detailing their demographics, behaviors, pain points, and goals to guide your marketing efforts.

8. What tools or resources can help me identify my target audience?

Tools like Google Analytics, market research, social media insights, and surveys can provide valuable data to understand and define your target audience.

9. How often should I revisit and update my target audience profiles?

Regularly review your target audience profiles, especially when your business evolves or launches new products. Customer preferences may change over time.

10. What are some common mistakes to avoid when identifying a target audience? 

          Avoid making assumptions without research, trying to target everyone, and neglecting to listen to customer feedback. Also, be cautious about being too broad or too narrow in your focus.

11. Is it possible to refine my target audience over time? 

         Yes, it's advisable to refine your target audience as you gather more data and insights. Your audience definition should evolve with your business and market trends.

12. What if I have more questions about identifying my target audience? 

        Feel free to reach out to us for further guidance or clarification. We're here to help you navigate the process of identifying and reaching your target audience effectively.

Remember that understanding your target audience is an ongoing process that evolves as your business grows and changes. It's essential to stay flexible and responsive to the needs of your audience to ensure successful marketing efforts.