Target audiences are a large part of any successful marketing strategy, and one of the keys to building a successful business. While women in business know they need to define their target audience, you may not know HOW to identify your target audience, and from there, you may not know how to find your target audience.
You may immediately think that because you’ve identified the age and sex of your perfect customer, you’ve defined your target audience. In fact, you may have started your business to solve a specific problem for women of a certain age range. For example, you might say “My target audience is women between the ages of 18 to 35.”
This demographic information is only the beginning of how to identify your target audience. If you want to make your marketing easier, and reach more women customers, you have to get to know your audience.
Let’s start with basic demographics, as this is the most common way to describe a target audience. Demographics are “statistical data relating to the population and particular groups within it.” This information is fairly easy to obtain, and summarizes things a person typically can’t change like age, gender and ethnicity. The first six items on this list make up demographic information you may already know, or can easily guess about your audience.
4. Income Level
5. Marital or Family Status
Part two of this list is all about psychographics. Psychographics categorize your audience by their values, challenges, personality and interests. While demographics explain who your customer is, psychographics explain why they buy. This is where many women in business fall short. They place customers into a bucket of numbers and jargon and never get down to the person behind the purchase.
What does your target audience value in life? Is it family, career, personal freedom? What is most important to her? What motivates her?
How does your target audience spend free time? Does she enjoy staying active outside, or is couch surfing her preferred activity?
Is your target audience accustomed to city living, or the suburbs? Is she prone to splurge, or is your audience filled with coupon clipping millennial moms?
Personality traits run a wide range—imaginative, social, sassy, rebellious, nurturing—the list goes on. Get to know your audience and her personality, and you’ll unlock the key to the tone of voice for all content that’s created for her.
11. Where Does She Spend Time?
Does your audience hang out in Facebook groups, or will you find her on Snapchat? Would she rather spend a morning in a coffee shop or an evening in a cocktail bar? When you know where your audience spends time, you can position your business in the best possible place for her to find it.
12. What's Her Challenge?
Finally, consider the challenges of your audience (specific to your business). What problem is she facing or experience does she desire that would make her want/need your product?
Combining both demographics and psychographics is the best way to identify your target audience. In what ways are you getting to know your target audience?
Leave a comment and let me know how you’re painting a complete picture of your perfect customer.