How to Identify & Define your Target Audience

Do you really know who your target audience is? Do you understand their behaviour and how to best access them to promote your brand?

If you answered no to the questions above, then you are not alone. Many business owners are so busy in the day-to-day running of their operations, that they don’t think to take the time to define their target audience. 

Just so you are aware, an example of a target audience is NOT “People over 18 years of age”. The emphasis is on the word TARGET. In other words, who is your ideal customer, that is likely to buy your product or service? If you understand who your target customer is, you will be able to identify and select suitable marketing channels and activities, which are more likely to be successful.

So where do you start? Define the following 5 target audience factors. And remember – this is for your “ideal” client. 

1- Demographics

  • Are they more likely to be male or female?
  • What age range are they? i.e. 18 – 25 years, 30 – 45 years etc.
  • What income bracket are they likely to fall under?
  • Are they likely to be married/de-facto or single?
  • Are they likely to have children? If so, are they younger or older children?

2- Psychographics

  • Describe their general lifestyle
  • What activities are they likely to take part in?
  • What do they do at the weekend? E.g. entertain friends, socialising at bars, sporting and other hobbies etc.
  • What are their attitudes and opinions? E.g. organic living, eco-friendly etc.

3- Solution

  • What problem can you solve for this person or why would they need your product/service?  

4- Communication Channels

  • What communication channels would they use? E.g. LinkedIn, Facebook, specific websites/blogs, radio, magazines, apps etc.

5- Key Influencers

  • Who is likely to influence this target buyer? E.g. Friends/family, work colleague, popular social media personality etc.

You may find that you have more than one type of target buyer group. In this case, you can define your second or third group, by completing the same process as above. 

Once you have defined your target audience group/s, you can then plan “targeted” marketing and promotional activities for your specific audience/s. Plus, you can tailor your communication message to these groups, which means you are more likely to connect and engage with them and therefore convert them into a customer. 

Author: Isabelle Durkin