What is a Target Audience and Why is it So Important?

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One of the biggest mistakes you can make in marketing is to try and appeal to everyone at once. Without having a target audience in place, a marketing campaign may not be as successful, as you are trying to target too many people. The best way to reach the audience you want is by targeting smaller and more specific groups. Here we will look at what a target audience is and why it’s so important in business and marketing.

What Is a Target Audience?

A target audience is a specific group of people who share the same values and characteristics. When sharing the same traits, your target audience are more likely to be interested in your services or products. Most businesses use demographic data to establish their target audience. To find the right target audience, there are several aspects that you need to consider such as gender, age, location, profession, income, education level and marital status. Once you have looked into each of these aspects, you will be able to get a better idea of who your target demographic is, helping you deliver marketing campaigns to the right people.


Why Is It So Important?

As it’s impossible to reach everyone at once, you need to narrow your focus to a core audience, which will help you develop an effective marketing strategy. Crafting a messaging strategy that is suitable for your consumers makes them much more likely to turn into customers. For example, using Facebook Ads enables you to target potential customers according to their interests. It’s also much more cost-effective to refine your audience as your campaigns are run on a more focused and smaller scale. Rather than sending direct communication to every local household, you will get a better return on investment by reaching out to consumers who may already be interested in the types of services or products you have available.


Defining a Target Audience

The first step that you should take to build a successful marketing campaign is to define your target audience. In doing so, you will understand what type of social media marketing posts you should make. When getting started, it’s important to ask yourself questions such as whether your target customers are male or female, how old they are, where they live, and what their interests are. To answer these questions, you can follow several steps to help you work out exactly who you want to target. To do this, you need to examine your current customers, research competition around you, analyze your service or product, create buyer personas, choose demographics and personal characteristics to target as well as evaluating and revising your segmented audience.


Using Social Media

A great way to find your target demographic, and for marketing, is by putting your business on social media platforms such as Facebook and Twitter. With millions of users accessing these platforms each day, you can reach your target audience with ease. However, success may not happen overnight, so you will need to remain consistent and motivated to see results. When creating a business page, make sure that you update it regularly and only post content that you feel is suitable and relevant. Consumers may be put off with too much text, so try and add in visuals to make your content stand out from competitors. Once you receive interest in your business page, you will soon be able to work out who your target demographic is. You will also be able to receive feedback from customers on your social media pages. Getting first hand reviews from users can only be a good thing. Be sure to take on any constructive criticism so you can figure out ways to improve your business.


Marketing Software

Once you have defined your target audience, you can take it one step further with marketing automation tool. Using such software can help you target customers based on their actions and preferences. Marketing automation from SendinBlue also allows you to send promotional emails immediately after registration and you can even set a coupon code to be sent out on the recipient’s birthday.  This also allows you to segment your audience by using criteria such as their date of birth, geographical location and gender preference.  You can then target your audience in a more precise way.

To reach the right people, it’s essential that you are aware of who your target demographic is. While you may think that reaching as many people as possible can be a good thing, it’s likely that you will end up with less business than if you were to solely focus on your target audience. Make sure that you create content and marketing campaigns that are well suited to your core base to see the best results.