How to define your target audience?
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To actively grow sales, you need to know your target audience. Not getting into the segment leads to a loss of profit and a drain on the advertising budget. How to understand who the target audience is and how to work with it, we will discuss further.
What is the target audience?
This is a group of people who have common interests, habits, social standard of living and problems. The solution to these problems is provided by your product or service. For example, selling dog food to poultry farmers will not work, no matter how cool advertising you do. The volume of sales and regularity of purchases will depend on your study of the target audience.
How to create a portrait of the target audience?
For whom do you create goods and services, who uses them? Popular characteristics of the portrait include:
1. Social factors. What gender is the person, his age, habitat, income level, profession, etc.
2. What problems does the person have. What interests you, what needs and problems.
3. What hobbies, where does he spend time.
4. What network resources does he use: websites, forums, blogs, etc.
5. What services does he need and what does he currently use?
What does an adequate client profile look like?
Compare two audience portraits:
• women aged 35 from a big city;
• 35-year-old women from the metropolis, working in the IT field, with children and married, with a car and a higher education.
Which of the portraits provides more information and opens up the possibility of creating an effective advertising campaign? The more information you have about your customers, the more sales you will have. There is no period when everything is sold to everyone. Segmentation and individual offers for each category of customers are important.
What else is worth knowing about the target audience?
Pay attention to your product or service. What needs of the client it satisfies, what needs are satisfied. Make a test purchase from a competitor and determine the strengths and weaknesses of the product.
Look at current sales statistics and think about what kind of people buy from you and what excites them. If you can get these needs right, it will be easy to increase sales.
When determining the target audience, the most important indicators are: area of work, gender, age, solvency and location. From this information depends on how a person makes a decision. In addition, it will become clear where to look for these people, how to set up advertising and what words they believe.
Do not ignore values, life position and principles. This is not the main information, but will be a significant lever in increasing sales. For example, if you offer eco products to vegans, then there are more chances of sale than in the situation with meat eaters and beer lovers.
Implicit target audience
There is an audience that does not specifically relate to your target, but at the same moment, buys goods and services. Pay attention to this segment of customers, what they want, what they pay attention to and what they use in your company.
When compiling a portrait of the target audience, analyze all sales and all customers, divide them into groups according to common characteristics. A single target audience does not exist if you are not engaged in a highly specialized business.
Compose different types of audience and prepare individual proposals for each category. This will be useful both for commercial promotion and in a situation where you are promoting your own brand.
Without a clear understanding of who your target audience is, you will be wasting advertising money and potential revenue. Marketers spend a lot of time working with the target audience because it works and reduces advertising costs in the long run.