9 Ways to Find your Target Audience with Marketing Campaigns
So, you have a product and a website fully ready. You are about to start your marketing campaign on different social media platforms. But have you listed your target audience, made keyword research, and curated landing pages while initializing your marketing campaign?
For online and offline marketing, considering the target audience is the first stage to making your product reach well. Good marketing efforts will induce buyers to buy your products. In other words, your marketing campaign is incomplete without the target audience.
The cornerstone of your marketing campaign plan is determining your target market. It’s necessary to understand your competitors, ideal clients, and the primary challenges and preferences to achieve results, i.e., increased sales.
Undoubtedly, Customers control the purchasing process. Marketers looking forward to competing and advertizing products or services need to work on a focused and personalized approach for better returns. Marketers must choose media, messaging, and timing wisely and research to understand their target customers. Further in this article, we will discuss the target audience, how to find your target audience, increase conversion rates and bring out the best results through digital marketing.
What is Target Audience?
Your target audience is the demographic of niche-specific customers most likely to be interested in your product or service to satiate their needs. So a highly segmented group should see your advertizing and promotional offers to increase lead generation. Various characteristics, including age, gender, income, and location, may determine the target audience.
Most organizations base their marketing strategy decisions on target audiences. Target markets frequently determine where to invest in advertizing, how to attract customers, and what products need to build next.
Your target market may be more general or focused, depending on your product or service. For instance, if you are selling running shoes, you will focus on a specific audience and age group. In case you specialize in selling high-performance running shoes. Your target audience would be athletes and young age groups.
It is vital to define and categorize your target audience to identify the creative messaging you want to present. It will help you to outline the target market and audience so that you can connect with potential customers.
Know the Difference between Target Market vs. Target Audience
Target Markets and Target Audiences focus on grouping customers to make knowledgeable business decisions. On the other hand, the target market is a particular consumer demographic under which the company designs its products. The target audience describes the group, using audience demographics, and purchasing behavior. Once you know how to find your target audience, you can know your target market and go ahead with marketing campaigns.
Types of Target Audiences
When defining your target audience, there are different types ranging from college students to old people and the reason to purchase. Below are different types of the target audience as per –
- The intention of the Purchase
This describes a certain group of people searching for a particular product but wanting to learn more first. For instance, consumers purchase a new laptop, car, apparel, or television. Marketers will require to know how to target your messaging more effectively to your audience.
- Interest to Purchase
This information reveals people’s interests and hobbies. Understanding this information enables you to relate to your audience and understand the motivations and actions of your customers. For instance, customers who prefer biking as a pastime would look for new road bike, to ride during specific seasons and on roads.
Consider the scenario where you discover that many potential consumers are intrigued by travel. If so, you can decide how to incorporate that message into your marketing strategy to attract more potential customers.
These are social groups that share a common experience. The best example is music or movie, which can serve as the best illustration. Subcultures help people define who they are, and businesses can utilize those cultures to determine who they should target.
Consider how they relate to your company as an example of addressing a subculture, particularly if you have a sizable prospective audience. For instance, Netflix uses social media accounts tailored to different subcultures to sell to the people who watch types of material.
Top 9 Ways to Find your Target Audience
One of the most complex processes is to find your target audience to market your product or service. Once on the list, you can do the marketing campaign through content marketing or social listing. Below are the top 9 ways-
Using Google Analytics
There are marketing tools to sort out your process of identifying the target audience. It will make things easier for marketers. Google Analytics is one tool that can help you find demographic information about your audience and their interests.
You may view website insights broken down into categories with Google Analytics, such as age, gender, and geography. The analytics also offers a dashboard helping to identify these areas and offers readable, colorful graphs for each one.
Starting with your Current Customers
Understanding your existing audience is necessary before pinpointing your target web audience. To get this, sit along with the sales and marketing team to analyze the characteristics of your current client base. Then you can employ tactical strategies to draw in and engage that audience online.
Consider the traits of your current clients, then the group that lists into at least one profile based on traits that they all have. Your marketing team can also identify your future target market by conducting an RFM (recency, frequency, and monetary) analysis. RFM can assist in classifying your target market into distinct tiers of purchasing potential.
Keep Customer Persona for Target Blog Content
Using the reader or customer persona will help you to know to whom you are writing the content. Since every blog you produce should include information that will be helpful to your visitors, your reader persona should be nearly identical to your buyer persona. For instance, there could be a huge interest among marketers in reading blogs regarding digital media.
A reader persona typically focuses on the obstacles that your persona might encounter, unlike a buyer persona, which is the distinction between the two. You can utilize a reader persona to consider content that addresses a difficulty.
For example, “Marketing Mario wants to discover a solution for the low ROI on ad spending.” For this, marketing Mario can use the reader persona to discover the result. It will help in creating targeted ads.
Don’t Restrict to Feature, but think of Benefits.
Finding out who is interested in your product will help you to choose your target audience. Start by identifying all the various attributes and features of your offering, then consider who might profit from these attributes.
After comprehending your website’s advantages, you can start to grasp who would value these characteristics. For example, old people keen to travel aren’t tech friendly and look for widgets on websites that can help them find details and compare deals. Like how frequent travelers would welcome an impartial blog offering straightforward travel advice.
Using Social Media Analytics
Do you know when your followers use your social media platforms the most?
Is it when you create a poll on Twitter or publish a humorous meme on Instagram? Considering these aspects will help you to know what content your audience loves to get from you.
Keep analyzing your metrics across all social media platforms because there are different audiences for different platforms. For example, Facebook has an older audience, whereas Twitter has a younger one. Similarly, Facebook allows you to submit long-form content and videos, while Twitter focuses on short-form content. You can find out via analytics which is by seeing your profile.
Additionally, they can inform you of the information that is effective and ineffective. You can get more followers in your target market by posting content that appeals to them. Social media platforms added with analytics can help you to find your customer base.
Consider the Website Performance
Keep track of the website content areas that are doing the best and the worst. A website is the best tool through which your target audience would know more about your service or product. If you see your content isn’t creating enough engagement, restructure the same.
For instance, if the blog post on email marketing or a specific product is getting more readership and viewership, you can promote or restructure to increase its readership. You can also create content on a similar or different topic to target people.
Collecting Demographic Data
Getting demographic information is the best way to know the target audience. Gather information on the location, demographics, and user activity. Enhancing your user profile can give a website more information on the kinds of users who engage and interact with it. Effective market segmentation is significantly simpler once user data is used to support website marketing.
For B2B, take some steps ahead of firmographic & demographic information. While this is useful, you still need to learn more about job descriptions, industries, and company sizes.
Using Customer Surveys
Collecting information on the needs of customers of products or services is the best way to identify the target audience. Even if you now have your website messaging directed towards a different demographic, your target audience should still be those who find your services valuable.
For instance, your audience will respond accordingly if you are running a survey to know the most popular article from the section. Speak with your current audience. Create a survey using one of the many available free survey platforms like Google Forms to get the desired result, then combine it with Audience information from your analytics.
Engaging with Social Media Audiences
Since you have a presence on social media, engaging with them and understanding your target audience is the best. They are the users you should consider while developing your buyer persona. In case you don’t have social media accounts yet, keep this step in your mind.
The best is to use Instagram Stories and responses to obtain feedback on what your fans want to see and ask them what they think of how you’re doing. You can poll a certain topic to check how followers respond. On Twitter, you can ask followers to send their pictures with their favorite outfits; winners will receive free merchandise or coupon. It will help you know well you can engage with your target audience.
Roles of Your Target Audience
Whether college students or young adults, every audience has its role. Understanding your target audience will help you identify gaps. Using different marketing channels, your marketing teams can identify your audience’s needs. Target audience roles are divided into two parts-
These are the individual who eventually decides what to buy. The decision-maker and the supporter can be the same or different depending on the situation. You must acknowledge when something is different and present the decision-maker with your pitch.
The best example is the Old Spice brand in 2010, which changed its selling point as an illustration. The brand needed to make changes to make its product more appealing to a younger audience. During the research, the team learned that although males are the users, women are the ones who made the purchase. This made the marketing team change their tactics.
Although supporters may not have the final take, they will greatly impact whether something is purchased. Youngsters might not directly make a purchase, but they can still have an impact if they ask for something for Christmas. It is crucial to create messaging that appeals to consumers in both roles.
Summing it up
When it comes to the target audience, you must be very clear on whom you can target and what you will achieve with it. Once you get a clear idea through these two points, you can create marketing campaigns and connect with the target audience. Your brand messaging and marketing plan will improve once you start trying to determine your target market. It establishes a strong basis on which you may build your brand.