When we define the target audience, we must be able to answer certain questions, such as “who are my customers?”, “Who do I offer my products to?” Or “what attracts their interest?”. Only by answering these questions will it be possible to create solutions and forms of disclosure that really achieve the objectives. In addition, this process allows you to create customer-focused rather than product-focused strategies as it used to be.
However, there are still many professionals who have difficulty when the task is to define the target audience. So we created this post to answer those questions.
How to define the target audience of your company?
The target audience is basically the main customers, ie people who might be interested in your solutions. There is no point in creating great products, good marketing campaigns and investing time and money if we are not sending communications to the right audience. So follow these tips to define the right audience for your business.
1 – Research the market
Knowing and understanding the market is important in order to analyze the opportunities and options to which the target audience already has access. Therefore, research the actions of competitors, such as their products, the differentials, the customer service, which communication channels are used, the language form, etc.
A good trick is to visit trade shows as they bring together most companies in the industry and you can see how consumers are interested in the solutions.
2 – Talk to people
It’s important to do some research with people to find out who might really be interested in the products or services. If you already have a well-defined product and want to look for better ways to promote it, this search helps a lot.
First, imagine who could benefit from your product. Then use social networks to find these groups of people and make contact.
Talk to people, ask them for their honest opinion, and especially listen to what they have to say.
In addition, research will greatly help you get to know potential customers, that is, you’ll get important data, how to improve language to use, their needs, how they use the product, etc.
3 – Create Targeting Groups
Target your audience into groups, broken down by age, profession, language, location, or any other feature that is important to you and your product.
By creating groups, you can understand each other’s needs and produce content that is appropriate for each group.
4 – Define your persona
Defining just the audience may not be enough for some businesses. That’s where the personas come in. While the target audience offers an overview of potential customers, the persona is basically a fictional character of the ideal buyer. It has a well-defined identity, both demographic and behavioral.
The target audience is the first step for those who are still developing their strategy and want to better understand the audience. Then the personas will be used as a way to further segment the audience and to define more individualized strategies.