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How to Identify Your Target Audience

Use These 7 Steps to Identify Your Target Audience

Before you can start a marketing campaign, you have to know who you want to engage with i.e. you need to identify your target audience. That way, you can create a more effective message that will boost your conversions and ROI.

Follow these 7 steps and you’ll be on your way to attracting and engaging with your ideal buyers:

  1. Analyse your customer base
  2. Conduct marketing research
  3. Analyse your competition
  4. Create buyer personas
  5. Define Who Your Target Audience Isn’t
  6. Continually revise your target audience
  7. Use Google Analytics to check who visits your site

Analyse your customer base

While most business owners spend a lot of time focusing on acquiring new customers, there’s another key area of focus: retaining your existing customer base. Keeping customers happy and buying from you again is a great way to grow your business and increase your profits. In fact, it’s potentially 14 times easier to sell to an existing customer compared to a new one.

Your target audience is the specific group of people you want to reach with your marketing. They’re usually a group of people with similar characteristics who would benefit most from your product or service.

This type of analysis helps you understand your current customers’ purchasing needs and how you can satisfy those needs through your products. It also gives you the tools you need to develop better products and communicate more effectively with your potential customers, which can increase your revenue.

Conduct market research

Market research can help you identify your target audience, which is essential for marketing success. It can also give you information about your customers’ preferences and purchasing habits, which can help you determine the best way to reach them.

There are several ways to conduct market research, depending on your needs. Some of the most common include surveys, focus groups, and one-to-one interviews.

There are many different types of market research, but most involve both quantitative and qualitative data. It can also help you discover if your customers are value-sensitive or price-sensitive.

Analyse your competition

Startups and established brands alike: competitive analysis is essential. It can help you find a unique competitive advantage that appeals to your target audience and boost your brand image and messaging.

You can do a simple keyword search to get an idea of who your competition is online, as well as how they’re using social media and search engine marketing strategies. Once you’ve gathered data, create a competitor matrix to organise your findings and spot opportunities.

Understand who isn’t your target audience

Your target market isn’t “everyone” nor can it be. To be successful, narrow down your customer base to a select group of people who desire the products and services you offer. Define your target market with specific demographic information: age, gender, pain points, budget, etc.

Use your existing customers as a guide for who is and who isn’t your ideal buyer. Which clients would you like to acquire more of, and which would you rather avoid? Understanding who isn’t part of your target audience helps you sharpen your image of who is a desirable fit for your brand and its services.

Create buyer personas

Buyer personas help you create content that suits your target audience’s needs. They also help your sales team deal with, and even preempt, sales objections by allowing them to identify the customers’ underlying motivations, their challenges, and how you can solve these issues.

There are four groups of people who you should hone in on for your buyer personas: past and existing clients, established competitors, prospects and where your company wants to grow. To create a buyer persona, look at your target audience’s demographics, interests and behaviour patterns. You can also ask your customers what they like about your products and services and how your business has helped them.

Continually revise your target audience

To truly reap the benefits of a well-defined target audience, revisit and refine your efforts from time to time, or even continually as you learn more about them through your marketing and sales cycles. A thorough review of your customer base and market research can give you a much clearer understanding of how your customers’ needs, motivations and behaviour patterns over time.

Using this information, you can hone in on new opportunities to connect with them and make your brand stand out in their minds. By continuously reviewing your efforts and making changes where appropriate, you can be a step ahead of your competition—and even be a trendsetter in your industry.

Use Google Analytics to check who visits your site

Google Analytics is one of the most popular web analytics tools available and provides a wealth of information about your website traffic. This includes demographics, geographic locations, and more. 

This information is extremely useful and can be analysed in various reports such as bounce rate, pages per session, and average session duration. These metrics can help you determine the most engaged audience segments and find ways to engage them more effectively.

Another useful report you can analyse is the list of referring websites that send people to your site. This can give you an idea of which companies are most interested in your products and services. Taken together, this information can help you to make key decisions about your marketing strategy and improve your site’s conversion rate.

Use expert help to understand and define your target audience

With these 7 steps, you’ll be well on your way to understanding who your ideal buyers are and how to engage them. As you know, defining your target audience requires careful consideration and research. It’s often a challenging task to do well, but one that’s key to generating traffic, leads, and sales.

Hiring a marketing agency can help you to define your target audience and craft a marketing campaign that attracts, engages, and converts them into qualified leads. Contact us today to discuss how we can help identify your ideal buyer and build a winning strategy for your next marketing campaign.

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