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Target audience: how to create a portrait of your customer
Targeting the right audience plays a huge role in the success of a business. It is important to understand if the product fits the customer if it meets their needs if it solves problems and makes life better.
There are several ways to identify your customer. It can be conversations with customers in an informal way, application of digital metrics, or analysis of various indicators. After defining the target audience, it is possible to improve the product and increase the efficiency of the marketing strategy.
A target audience is a group of consumers who are interested in your product or service. These people are close to the values that the company spreads, they have common preferences in this or that matter. It is important to understand that the concept of a target audience goes beyond existing customers. A product can be interesting for many people, for example, students and representatives of a certain profession. To understand how to promote a target audience, you need to segment it by various characteristics.
Demographic criteria help determine which people can become potential customers, for example, middle-aged women with high-paying jobs who live in the capital. Analysis of their psychographics allows us to determine their behavioral characteristics, hobbies, and preferences in music and sports.
When assessing demographic characteristics, attention is paid to age, education, place of residence, marital status, and income level. In this case, social networks and interviews can be useful tools for identifying these parameters.
An analysis of your competitors’ customer base and their sales model will give you an idea of who is in your target audience. Surveys work well, and templates for their creation are offered by various services. By asking customers to answer a few questions, you can get valuable information that can be used to promote and improve the product, and further business development. Interviews and focus groups are also useful.
Their activity on the company’s website or social networks can also reveal the preferences of the target audience. It is important to pay attention to which publications attract the most attention, where users leave comments, and which posts do not provoke reactions. This analysis can be done on your own or with the help of companies that specialize in finding brand mentions and reactions to them.
Once you have analyzed your target audience, you can begin to create a picture of your ideal customer. It should be very detailed and include all the basic characteristics: gender, age, interests, location, and others. There should be several such portraits in order to create a unique promotional strategy for each type of consumer, based on their needs.