It's Time to Define Your Target Audience
Your target audience is the demographic (or demographics) of people that will be most interested in your product or service. By identifying your target audience you can better approach your current and future customers needs and desires through effective content creation. You can have as many as one, two, or twenty-five different target audience segments that you cater your content marketing strategy around. Once identified this information will help you find, maintain, and grow your business. Download our free target audience worksheet below begin identifying your potential leads.
By looking at current customers you probably already have a pretty good idea of who your baseline target audience is. This baseline understanding of your target audience typically includes gender, age, location, and income - and can be referred to has their demographic information. Some of these characteristics may be more concrete than others depending on the range your product or service has. Don’t be afraid to niche down. If you attempt to appeal to everyone, you’ll appeal to no one.
A person’s background influences opinions, beliefs, and often times - buying behaviors. By diving into the aspects that “created” your target audience you’re better able to understand their pain points and potential objections. Background information includes family life, education level, occupation, and lifestyle choices. Dive deep into the personal experiences that have shaped your audiences belief system.
One of the easiest ways to identify your target audience is by looking at their hobbies, interests, or buying habits. Think of this as their “every day” behavior.
Where do they shop?
What kind of diet do they follow?
Do they work out at a gym? Or a boutique yoga studio?
Are they more inclined to shop online? Or in-store?
These “every day” behaviors, when relevant to your product or service, can help you understand the daily motives behind your potential lead.
What is your target audience trying to accomplish that your product or service can supply? Identify primary and secondary goals, and then explain how you’re the solution through your content creation. The 70-20-10 Rule provides a great framework for creating content that provides value for your audience.
Similar to goals, challenges are anything that’s making your target audiences life harder than it needs to be. Identify challenges that your product or service can fix - and create a social media strategy that explains how you assuage this hindrance.
Why might someone not want to work with you or your business? This could come down to cost, location, or something deeper like political affiliation or past PR issues. Consider the common objections your target audience could have. It’s easier to sell someone when you know why they are leaning towards a “No.”
Most likely, you’re acutely aware of your competitors and their strong suits. A competitor is anyone that can fulfill any of the needs you’ve identified that your target audience has. Take stock of the other players in your space, but instead of focusing on what they supposedly do better or worse, focus on the aspects that make your business unique. People will be drawn to you for the things that make you different.
Hashtags & Locations
When you’re identifying your target audience for the purposes of social media strategy, you can take things one step further by looking at some of the built-in features on social platforms that allow you to reach your audience. On Twitter, hashtags are immensely popular and can be a unique way to find someone with one of the pain points you identified in ‘Goals’ and ‘Challenges’ above. As for Instagram, the location feature allows you to dive into your audiences ‘Identifiers.’ Paired with effective social media engagement these platform-specific tools can aid you in your community building efforts.