Blog: How To Target The Audience That Converts

“When you speak to everyone, you speak to no one.” – Meredith Hill

Trying to please everyone pleases no one. Your message won't hit home unless aimed at a specific target audience. Forget the broad strokes; zoom in on your ideal customer. This not only meets their needs but also brings numerous benefits – clearer messaging, higher engagement rates, more effective lead generation, higher conversion rates and overall way better marketing results.

What is a Target Audience?

Your target audience is the specific group of people that have the highest possibility to buy from you. They are the individuals or organizations who share the same problems, interests and purchasing power as your ideal customers – those likely to buy your product or service.

During each marketing campaign, you focus on reaching these specific individuals – your target audience. Targeting people who aren't interested or can't afford your offerings won't benefit you, rather would waste your marketing resources.

Benefits of Defining Your Target Audience

Defining your target audience, that small group of people who really need what you offer, brings several advantages for your business:

1. Clearer Marketing Messages: Understand your customers better, speak their language, and address their concerns directly. This builds better connections with your potential customers and in turn builds trust and loyalty.
2. Better Ad Results: Laser-targeted ads for your specific audience ensure higher engagement rates and higher conversion rates, giving you more value for your advertising spending.
3. Improved Email Marketing Results: Knowing your customer avatar boosts email engagement. Expect more people opening, replying, and converting from your emails.
4. More Effective Promotion: Be it content marketing or search engine optimization or influencer marketing or any other form of marketing, when it is targeted towards the right audience, the results are way more satisfying.
5. More Effective Use of Marketing Budget: Spending marketing budget towards people who can’t be your customers would simply be a waste of money. When you know your target audience and direct your marketing efforts towards the right people, you are using your marketing resources in the most effective way.
6. Higher Sales Chances: Targeting those genuinely interested in your products or services increases the number of genuine leads which results in an increased likelihood of making a sale.

Key Parameters to Define Your Target Audience

Defining your target audience involves understanding different parameters to create effective and relatable marketing campaigns. If you are wondering how to identify your target audience, here are the key parameters that are commonly used.

Age

- Which age groups are most likely to buy your products? Make sure you target the age group of decision makers here. For example, if you are selling dresses for 1 year old kids, you should target their parents who are most likely in the age group of 25 to 35 years.

Gender

- Is your product targeted towards any specific gender? For example, if you are selling ladies wear it is easy to guess that you should target females. However, if you are manufacturing ladies wear, your target audience could be distributors of ladies garments who could be male or female.

Geographical Location

- What is your catchment area? From which locations most of your potential customers are supposed to come? To which locations you can deliver your products/ services? If you have a cafe, there is no point targeting people who are 50 miles away. However, that's not true when you are selling watches online.

Income

- To which income bracket your target customers are likely to belong? Income is an important factor behind purchasing power. If you are selling high-end diamond jewelry, there is no point in targeting the low-income population.

Socio-economic Status

- Social class of people makes a difference in becoming your target audience. If your product is dealing in ultra modern electronic gadgets, you should target people who belong to high socio-economic class.

Educational Background

- Educational background and world view of people plays an important role in their purchase decision. For example, if you are selling gluten free food with eco friendly packaging, you would do better targeting educated people with required awareness about diet and ecology.

Interest

- Areas of interest like hobbies, sports, travel, food, entertainment, values, love for nature, love for animals, political inclinations, social involvement of people plays a significant role in defining whether they could be your target audience.

Challenges / Pain Points

- Every product is supposed to address a specific challenge or pain point. People who have that challenge or pain point are most likely to become your customer. For example, if you are selling human resource management software, you are solving the problems of HR managers and hence they would naturally become your target audience.

Lifestyle

- One’s lifestyle generates demands for the products they use or look for. If their lifestyle demands your product, they are your target audience. For example, if you are a Yoga trainer, your target audience is people who believe in Yoga as part of their lifestyle.

Profession

- One can be your target audience simply because of their professional needs. For example, if you are a publisher of books, librarians are most likely to become your target audience.

Consumer Behavior

- In many industries, the behavior of the consumer plays a role in whether they can be your target audience or not. Factors like their purchase process, payment terms, marketing channel through which they arrive, pre sale and post sale expectations etc are part of the consumer behavior.

Engagement in Social Networks

- One’s online behavior, preferred social media channels, engagement habits etc could tell whether they can be your target audience or not.

By considering these parameters, you create messaging that resonates with your audience, fostering a sense of understanding and connection with them. This, in turn, enhances customer loyalty as they perceive your brand as one that truly comprehends and values their diverse needs and preferences.

How to Identify Your Target Audience

1. Analyze Your Existing Customer Demographics and Collect Feedback

Start by analyzing your current customers. Find out their demographic data. From your email marketing tool, CRM, sales data, analytics etc you will find out information like who all are opening your emails the most, who all are clicking on the CTAs, who is staying on your landing page the longest period of time, who all are viewing your products the most and so on.

Conduct a concise survey (online form fill up / in person interviews) to seek feedback and uncover information on your product or service. Pose questions like:

1. To what extent the product is addressing your pain point?
2. What are your expectations from our product?
3. Highlight aspects you particularly enjoy about it.
4. Share any dislikes or areas for improvement.
5. How did you find us?
6. What do you want to read in our content?
7. What kind of additional product /service would you like
8. Is there additional information you'd like to share?

For instance, imagine you manage a fitness app and website catering to both workout enthusiasts and beginners. Tailor your survey to capture insights on desired features, preferred workout routines, and potential improvements. Utilize the gathered feedback to further segment your audience and target similar user groups, refining your strategy for enhanced engagement.

By consistently gathering and acting upon user feedback, you can adapt and tailor your offerings to meet the evolving needs of your diverse audience.

2. Conduct Market Research and Analyze Industry Trends.

Market research is vital for your business success, guiding you to understand your customer needs and preferences. Use tools like Google Trends, Ahrefs Market Explorer, GapScout, etc., to learn more about your customers and industry. The data helps you understand what your customers want, who these customers are, how you can solve their problems, and if they’ll pay for it. When you align with industry trends, people drawn to those trends are more likely to engage with your brand.

3. Create a Buyer Persona

Creating a buyer persona is a crucial step in targeting your audience effectively. A buyer persona is a detailed representation of your ideal customer, encompassing demographic, psychographic and behavioral information.

Demographic information (age, gender, income level, profession, education, household structure etc.)

Psychographic information (personality traits, values, goals, attitudes, belief systems etc.)

Behavioral information (lifestyle, preferred online and offline media, where they hang around etc.)

This fictional character helps you tailor your marketing efforts to attract and engage individuals who align with your buyer persona.

Example of a Buyer Persona for a Fitness App:

Name: Active Annie

• Demographics: Female, aged 25-34, urban professional
• Occupation: Marketing manager with a busy schedule
• Goals: Stay fit amid a hectic lifestyle, achieve weight loss, and boost overall well-being
• Challenges: Limited time for workouts, seeks convenience
• Preferred Channels: Active on Instagram and fitness forums
• Preferences: Enjoys quick home workouts, values mobile app usability

In this context, the fitness app can tailor its marketing messages, features, and user experience to resonate with "Active Annie," addressing her specific needs and preferences. Creating multiple buyer personas allows businesses to target diverse audience segments effectively.

4. Perform Competitor Analysis

Explore your competition to identify your target audience effectively. Understand who they target and what challenges their customers face. Analyze what your competitors are doing and if that’s working for them. Examine their online marketing strategy including social media tactics Note the platforms they use, the kind of content they share, the engagement they receive. Also find out the influencers they collaborate with. All this information will help you identify YOUR target audience.

5. Identify & Exclude Negative Market Segments

Identify people you don't want to reach out to and then remove them from your target.

Know your exclusions. For example, if your product is location specific, ensure you don’t waste time targeting people in a different location.

Leverage analytics. Use a tool like Google Analytics, to identify those who often abandon carts. Use automation to nurture, but if unsuccessful, remove them from your targets.

Test price sensitivity. Run a small test to find how much users will pay for your product. If a particular segment is unwilling to pay your expected price, consider them a negative segment and start focusing on less price-sensitive users.

Removing negative segments improves effectiveness of your marketing and lowers customer acquisition costs.

6. Utilize Analytics To Track Audience

Google Analytics is a popular tool to track and analyze website visitor data. It helps you understand your audience's demographics, where they come from, how they find your site and more. This information is crucial for refining your target audience strategy.

Social media analytics, another valuable tool, allows you to analyze your audience's engagement, traffic sources, and demographics on platforms like Facebook, Instagram, LinkedIn, Twitter etc.

Social listening helps you understand audience interests through keywords and hashtags. For instance, a small fitness business may find on social media that its audience engages more with workout videos. This data guides content creation and marketing strategies, ensuring a better fit with customer interests and industry trends.

Extensive research provides a wealth of data, but the true power lies in interpreting the gathered information and implementing the same in your strategy. Proper interpretation of the collected research data will allow you to identify the right audience that will actually convert if targeted with the proper marketing.

Putting it into Action

Now that you know how to find your ideal customers, let's jump into the exciting world of marketing! It's like a quest to discover the perfect customers, and don't worry, you're not alone. With the insights from this guide, you're like a marketing wizard ready to enchant the right audience.

Still confused?

Use BrandMan Consultancy to better target your audience online and run the marketing campaigns that generate results.

Try it today.