Career & Business

How Do I Know What Type of Audience to Choose for My Product?

What is a Target Audience and How do I Define it Correctly?

Reading time – 10 minutes.

Summary

  • By ignoring the requests of your target audience, you will either be doomed to failure in promoting your product or spend much more on advertising.
  • It’s necessary to determine and analyze your target audience at the initial stage of creating an advertising campaign.
  • Differences in gender, age, income, and consumer capabilities can affect the type and amount of products or services purchased.
  • The more detailed your goal is, the higher the chance to create a strategy that best suits the needs of your target audience.
  • Use multiple segmentation techniques. Work across the entire market, but keep in mind the differences between the segments.

Do you know who your ideal client is? In this article, we will learn how to determine a business’s target audience and reach out to those consumers.

An Inevitable Part of Brand Promotion in 2021

To promote your brand and product, it’s not enough for you to simply generate traffic. For advertising to bring you profit, it’s essential to determine exactly what audience will be interested in your product and service. By correctly defining your target audience, you are creating potential customers.

In this article, we’ll show you how to define target audiences, find leads, set up ad campaigns to suit their needs, and use the proper tools to help you achieve your goals.

Why is it Necessary to Define a Target Audience?

What exactly is a target audience? In short, these are your potential customers, or a group of people for whom you create a product and offer services. When creating an ad, consider your target audience’s characteristics, namely their age, preferences, gender, educational level, and place of residence.

Targeting specialists always focus on the target audience when creating advertising
campaigns. Why? Well, it helps to show ads only to users interested in it and who want to purchase what you are advertising, not to everyone.

Also, such personalized ads are great for maximizing your budget.

Why it is Critical for You to Define Your Target Audience Correctly

Developing advertising campaigns without focusing on the target audience is the worst mistake of beginner PPC managers. In pursuit of traffic from any source, they don’t realize that there will be much less value from it than if their ad is shown to potential buyers.

You can devote all of your efforts to work on critical queries, but not get a penny from them if your target audience does not suit such queries. Instead, you should center your content
around the needs of the people interested in your offer.

After defining your target audience, you can avoid wasting time writing irrelevant materials and promoting to inappropriate audiences. You will have the opportunity to create content
carrying additional traffic and profit, which is important.

Different Characteristics of a Target Audience

A target audience can be divided according to four criteria:

  • Primary and indirect audiences
  • Wide or narrow
  • By type of target group
  • According to the pursued goal

In the first example, we’re talking about dividing customers into main ones (the product is focused on them) and indirect ones (they take part in evaluating the product and often purchase it). For example, children are the primary audience for toys, and their parents are indirect consumers as they assess the products and eventually pay for them.

In the second case, we’re talking about the coverage of a specific type of product. A broad audience is video game lovers, and a narrow audience is RPG-genre lovers.

The third point implies the division into B2B and B2C, which means creating and advertising a product for businesses or individual users.

The fourth example is the division into people who come for information and actual customers who come for a service or product.

This information alone is not enough to identify your target audience, however. Therefore, below we discuss the methods that will help you segment your target audience better.

Answer These 8 Questions to Identify Potential Customers

Working with a target audience begins with its definition. Taking it further, we will now talk about a more accurate search for a relevant and interested public. To do this, you need to
answer a few simple questions.

  1. Who are your clients?

You need to create a portrait of a potential buyer who may be interested in your services. The list of characteristics includes:

  • Age
  • Gender
  • Education level
  • The ability to pay for a product
  • Social class
  • Location
  • Consumer habits

By understanding these parameters, you can narrow your advertising campaign based on a specific category of people.

There is also a portrait of a person. It describes your customer even more accurately, but requires more profound analysis. You will need to learn:

  • The personal qualities of a buyer
  • Lifestyle
  • Interests/hobbies
  • Level of passion for your brand
  • Workplace
  • Professional skills
  • Income

Based on the above qualities, you can start looking for future customers.

2. What are the behavioral factors of your potential customers?

While striving to find customers, targeting specialists sooner or later come to the conclusion that they need to identify people who are truly interested in the advertised brand.

You will need to find out who follows your competitors’ company accounts on social media, likes posts, and leaves comments. Only then distribute content related to a particular brand or similar product.

3. What problems do your potential clients face?

Remember, people don’t come to you right away for a product or information. Instead, they turn to you to solve their problem. This is critical to know it at the very beginning of defining your target audience.

Think about what problem your product or service will help your potential customers solve. Analyze the their behavior, find out what difficulties they’re facing, and prove that you can solve their problems.

4. What sources do people turn to for information?

Set your advertising budget only for those media channels where your target audience is. Be sure to take your reputation into account.

5. What makes your product good?

Many have already found a solution to their problem in the companies of your competitors. When creating an offer, you should rely on this fact and try to determine your own specific merits and advantages over competitors. This will attract new users because your product is different from what they’ve seen before.

6. What doesn’t your target audience need?

We have already determined that it’s important to know what your audience needs. But, you also need to learn what your audience isn’t looking for. Indeed, you are already familiar with your competitors’ products, and no matter what their product is, there will still be people who are not satisfied with something. It will be a huge advantage for you to know what exactly didn’t suit them.

If you have this knowledge, it will be much easier for you to eliminate problems and mistakes in your business. It will also make it simplier to define your target audience and filter out deliberately irrelevant options.

7. Who are your competitors?

Competitor analysis is the most obvious way to find your target audience. However, this strategy only works if you’re promoting products similar to those that are already on the market as it will help analyze the public that is already using similar products or services.

You will also be able to consider your competitors’ business and identify how it works, what problems they face, and how to prevent those issues from happening to you.

8. Can a business have multiple target audiences?

Another common mistake of targeting experts is to set up an advertising campaign for only one portrait of the target audience. However, you can create multiple target audiences!

Managers often forget that their product may have more leads than at first sight.

You can consider any offer on the market, and in almost every case, you will find 2-3 directions worth developing an advertising company.

How to Create Multiple Ad Campaigns for Different Target Audiences

We have already discussed above that there can be several target audiences in any advertising campaign. That being said, each audience likely had different needs and may be interested in different directions.

For example, consider a category of users such as gamers. That’s a relatively large audience, despite the apparent specificity and narrow focus of the sphere.

Let’s analyze this audience:

The audience is quite young, from 18 to 35 years old, rarely – the younger generation. The number of men significantly predominates over the number of women.
In addition to video games, the audience is passionate about computers in general, interested in new products in IT, and well-versed in pop culture.
Prefers eSports disciplines.
Habits: Buying games on a specific website (for a specific game console).
Average solvency: The audience typically purchases expensive games with a competent advertising campaign.
Many people buy only during sales.
The level of education is often quite high.

Knowing all of these indicators, you can develop an advertising campaign and make it as attractive as possible for this target audience.

Such an audience loves to be spoken to in a relevant language. You need to realize that silly jokes and old memes can only turn this audience away from your proposal. They love
relevant and truthful information, specifics, and a minimum of useless data.

What is the Affinity Index for, and How do I Calculate it Correctly?

The Affinity Index is the match index. With its help, you can evaluate how a particular type of advertising is suitable for a specific audience. This tool has a significant impact on the
choice of advertising solutions and promotion orientation in general.

It can be calculated as follows:

We take the total number of views of the ad content. Let it be 10% for this example.

We select two segments. For example, gender, then look in percentage terms. 12% of men and 8% of women viewed the advertisement.

We calculate the Affinity Index by the formula: 12/10 * 100 for men, and 8/10 * 100 for women. It turns out that the index for the first is 120, and for the second, 80. In summary, the video turned out to be focused on the male gender.

The index is not used separately, but is compared with other indicators obtained such as the number of visits, refusals, conversions, etc. You can draw a conclusion only after that.

Learn How to Set Up Your Ad for Different Channels

After determining your target audience, you can start promoting your product. However, you need to be aware that one advertising strategy for all websites and variations of the target
audience won’t be enough. You will have to develop new solutions, and we will now analyze how to do this.

SEO

At this point, it’s worth thinking not only about the people buying your product, but also
about the Google search engine. Determine what keywords and tags you can use to get your search to the top.

This is one of the most powerful tools for promoting a website, but at the same time, it’s least associated with real people, although it relies on actual search queries that customers enter.

To optimize this process, you will need the help of an SEO specialist who can choose the correct search queries and use them wisely.

SMM

Social Media Marketing is another critical direction in the development of any brand. An SMM specialist will competently create an image of your product or service on social media.

Their responsibilities include choosing the target audience’s social media channel, the method of promotion, and the style of communication with clients.

Different social media will have different approaches. That being said, choose a specialist who knows your business and preferably is familiar with your target audience.

Targeted advertising

The most common form of social media advertising today includes banners on social media, apps, and web pages. The main difference between these is an adaptation to a specific target audience.

The purpose of targeted advertising is reach the exact group of people the advertising
campaign is inteded for. This is where a portrait of the target audience comes in handy to reduce marketing costs and increase the campaign’s effectiveness.

Content

The content on your website can also serve as your advertisement as it helps to promote the main product or is an addition to your main source of income. It’s worth noting here that informational content is closely related to SEO. Again, think about keywords and phrases that will help you get your pages to the top of search engines!

Email-marketing

Email marketing is alive! Advertising materials often come to potential buyers through a mailing list. They receive good offers, reminders of upcoming discounts, and simply interesting articles about products. It all depends on the marketing strategy of the company.

To increase the effectiveness of this strategy, you need to divide the target audience into segments and create a separate letter for each, explicitly aimed at the interests of the selected group. If you send out the same materials to everyone, there is a much better chance of increasing not the conversion, but the number of people who will abandoned the email newsletter.

Target audience determination software

It’s challenging to collect information about potential buyers manually. And, luckily, you don’t have to! There are tons of technical tools out there that make running a business so much easier. We share with you the tools that we use ourselves, but if you really want to simplify your work, you can also find many others:

Survey Monkey is a functional service for creating detailed online surveys. It will help to collect first-hand data from the users.

Instagram Business helps you find an audience similar to the customers you’ve already attracted!

Conclusion

As a targeting professional, it’s important not to rely on existing stereotypes about people. They will interfere and not allow you to define a suitable target audience and, most likely, will only irritate society.

Do not think that women are more emotional and more likely to make impulsive purchases than men, attribute non-existent diseases to old people, or assume all programmers are unprepossessing. There is real data, statistics, and an endless number of tools to obtain information without relying on outdated stereotypes.

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