How to Identify Your Target Audience

THE BASICS

WHY DEFINE YOUR TARGET AUDIENCE?

It’s impossible to communicate effectively if you don’t know who you’re speaking to. By defining your target audience, you can better craft your message to ensure it resonates with the those you wish to reach.

HOW TO IDENTIFY YOUR TARGET AUDIENCE

CONSIDER YOUR PRODUCT OR SERVICE

Ask yourself, “what problems does my brand’s product or service solve?” By understanding this, you can then determine what types of people will be seeking your brand and who will be benefiting from it most.

LOOK AT YOUR CURRENT CUSTOMER BASE

Analyze your existing customer data. What are some of the key takeaways you find? Is there are certain age range that makes up most of your customer base? Are most of your customers living in certain cities? What patterns can you glean from the data?

CHECK OUT YOUR COMPETITION

Then ask yourself, “what does a customer gain by choosing us over a competitor?” You need to identify what sets you apart from comparable options in the industry. When your desired customer is comparing your brand to the competition, what are the obvious distinguishing factors? Are there ways in which you are stronger? Weaker? Does your differentiation make your appeal more to certain demographics than to others?

DETERMINE SPECIFIC DEMOGRAPHICS

Define your target audience by listing out specific demographic traits: sex, age range, education level, annual income, occupation, marital status, etc.

CONSIDER THE PSYCHOGRAPHICS

Even if you get as specific as possible in defining demographic characteristics, your audience is far more nuanced than that. Consider the psychographics of your target audience. What are their main interests? What do they value? Do they seek your brand because it aligns with what they believe in? What are their tendencies when it comes to deciding what to purchase?