All small business owners must identify their company’s target audience in order to reach sales goals, hold a firm position in the correct target market and ultimately succeed as a firm.
With that in mind, we have decided to walk you through the key stages to finding your target audience and guide you towards reaching them with the products and services your venture has to offer.
What is your business’ ideal customer?
Knowing exactly who your ideal customer is and painting a mental picture of them will give you a good starting point when trying to connect with your brand’s target audience. Think about different segments of your target market; what age bracket will your ideal customer be in? Where might they be based, local to the business or further away on a global scale? Are you aiming for a specific gender or is that not a focus of your business? These questions, along with many more are the sorts of things you need to ask yourself and provide the answers to.
When you have an ideal customer in mind or have created a target persona (if you’d prefer to put it that way), you will be ready to move onto the next steps. Be certain to remember that it is your responsibility to come up with a target audience before trying to connect with them through your business; if you remain unaware of who it is that you’re actually targeting, you’ll never develop your business-to-consumer relationship skills.
It’s a part of content marketing
Yes, it is true that developing a target audience persona and creating things to connect with them specifically is all a part of content marketing, which is something the vast majority of businesses currently utilise in the modern era.
So, when you set your marketing team out to develop new content to either share across your social media channels, your official company blog, newsletters and more, please ensure that they’re doing so with the target audience in mind. It really isn’t too much to ask for as it will aid the business to further its growth and development in the right directions, as well as connecting you closer to your consumers.
Only create content that you truly believe your audience will connect to and enjoy or find interesting/engaging. If your content goal is to mentally stimulate your audience, then become an expert in the field you’re associated with and feed them bits of new information, whereas if your content goal is to entertain your audience, why not try creating videos and visual media you believe will appeal to them.
Create high quality content that is made with the target audience of your business in mind and you’re bound to discover that overall engagement levels rise almost immediately.
Think about your marketing strategy
Speaking of marketing, we believe that it can have an astronomical effect on how successful your business venture is at connecting and communicating with its audience. Keep in mind that the main goal of your marketing strategies should be to bring people directly to your business, so that it can achieve greater levels of growth. However, when thinking of your target audience, you should be aware that if your marketing campaigns are not properly designed/promoted, you’ll fail to bring the desired consumers towards you.
If your marketing doesn’t speak to what your business really is, you’ll quickly find that you are failing to attract your desired audience. It may well still be good for your business in the short-term, but on a more long-term basis you’ll need to grasp those all-important target audience members. The sooner you do that, the better off you’ll be and the easier time your business will likely have.
Define your target audience
When you find out who exactly our target audience members are, you’ll be able to begin to develop some strategies to connect with them and get them to start spending money at your business. However, it isn’t until you have truly defined the target audience that you can begin to do so.
To properly define your target audience, you’ll need to know and understand the following:
- Who are they?
- What age bracket do they fall into?
- What sort of income do they earn?
- What connects them to your business?
- Where can they be found online? (Social media channels, etc.)
Evaluate your own decisions
Once you’ve decided on a target market, be sure to consider these questions. They will help you to understand if you have made the right choices that will be progressive to your business venture:
- Are there enough people who fit my criteria?
- Will my target really benefit from my product/service? Will they see a need for it?
- Do I understand what drives my target to make decisions?
- Can they afford my product/service?
- Can I reach them with my message? Are they easily accessible?
If you are answering any of these questions with the word “no”, you may want to think about altering your strategy and way of thinking. Going through ideas and then picking them apart and making alterations to them is one of the lengthiest parts of creating a target audience, but it is certainly something you should spend the time to do.
‘Everyone’ is not a demographic
Do not decide to go after everyone and expect to reach any level of success with that type of strategy. In all honesty it is a clueless approach to small business marketing. You will not be able to attract the masses to your business right away without first finding your own niche and going after a target audience that you have spent time and effort researching and developing. ‘Everyone’ is not a viable demographic for any business to go after, especially not a new start-up that has limited funds and a limited amount of time to succeed in this current harsh business world.
Reach out to your audience from home (Global Pandemic)
In the United Kingdom, since March of 2020, businesses and business owners all around the country have had to develop new ways of connecting to their audience from a distant location.
This has led to an ever-growing trend of businesses spending more time and resources to develop their online counterparts. Having to steer clear of face-to-face interactions and follow social distancing rules has meant that over the past year, more and more business ventures have had to change the way they do things.
The long and short of it is that when you have identified your target audience, you’ll then need to develop strategies to keep the members of that audience happy from a distance. If you didn’t think we were truly living in the digital age before, there is no way you can question it now, following on from the events of 2020 and beyond.
You will need to understand key details about your target audience in order for you to connect with them and get them to start purchasing your products and services. Define your target audience before creating any strategies in terms of marketing and advertising; you need to know who you are going to be speaking to before opening up a line of communication with them.