Top 5 Tips To Identify and Target The Right Audience Online
By: Munira H. Alanjari
When you decide to launch a product or service, you need to first identify who your target audience is, otherwise you could have a potentially great product with no customers.
Try not to assume that “everyone” will buy what you’re offering. Even products that are widely used such as iPhones, for example, have their customers properly identified. When you know who you’re selling to, you will be able to create ads that speak directly to your audience, and target people who are more likely to buy your product.
How can businesses identify their target audience?
In order to effectively identify your target audience, start by answering the following questions:
- How would you identify and position your product/ service in the marketplace?
- What problems are you trying to solve?
- Who are your buyers? (Create buyer personas)
- Who are your competitors?
- Evaluate your target market
How would you identify and position your product/ service in the marketplace?
What category does your product/ service fall under?
Do your customers see your brand the same way you do? If people misunderstand your brand, it will be difficult for you to sell to them.
Identify your Unique Selling Proposition (USP); what makes your product or service unique? List how your product or service will benefit people, and show them that dealing with your brand has its own perks as well!
What problems are you trying to solve?
Is there a problem in the market that hasn’t been addressed yet? Or are there some existing businesses already trying to solve this problem?
Provide values and attributes that customers genuinely want or need. And provide values and attributes that customers can receive only when they work with your business or buy your product.
Who are your buyers? (Create buyer personas)
If your business has been up and running for a while, you will be able to extract all the data you need from your actual customers. How old are they? Are they mostly male or female? What are their interests? Where do they work?
You can ask a million and one questions to try to understand your customers better, but a generally good template to follow is identifying the following:
- Demographic segmentation: age, gender, income, education, marital status, and family size.
- Geographic segmentation: where are your ideal customers located? If you’re a gym, for example, you probably want to advertise to people who live nearby.
- Psychographic segmentation: a married woman, 45 years old, with two children and a household income of KWD 5,000/ month might buy a name brand sofa for its comfort and durability. Another woman with the same exact demographic makeup might buy it for the status it provides her. While the marketer may target these women using the same channels (e.g. Instagram, Facebook, Google Ads..), they will modify the actual copy and creative elements for each customer segment.
- Behavioral segmentation: How loyal is your customer? How often do they use your product? Knowing customers’ behaviors helps businesses with their long term plan. For example, if you’ve been using the same perfume as your signature scent for years, a small markup in the price will not sway you to switch to another brand.
Company: Bowaba Digital Marketing Agency
Persona Name: Leila
Leila started her healthy food business 2 years ago from her home kitchen. She now has 3 locations in Kuwait and she’d like to grow her online presence. She’s looking for a digital marketing agency to create an e-commerce website, manage her social media accounts and run online ads, along with other supporting services.
She doesn't have the time to manage all her online accounts as she’d like to focus more on purchasing, and business operations.
Leila is looking for an agency that is result driven to manage her entire online campaigns. She would like to see a high return on her investments.
Interests: Exercise, shopping, traveling, healthy living.
Education: University Degree
Marital Status: single
Instead of trying to appeal to all people, try focusing on the right people. Once you focus on the segment of the market that represents your ideal clients, you will be able to serve them in exceptional ways.
Who are your competitors?
Make a list of the top competitors in your industry, and find out what strategies they’re using. Just because you believe your products are better than what’s out there, doesn’t mean you can ignore what’s actually out there. Those other businesses have been there before yours, and they have their own loyal customers. In order for you to take from their market share, you must first understand what marketing tactics they’re using, so you can do it better!
Evaluate your target market
Once you’ve completed your research, put that data to work.
This is your trial and error phase so keep testing out your theories and see how it plays out when scheduling your ads. Change the copy, the creatives, do some AB testing, target different people, at different times of the day, try showcasing different products - You get the idea!
Good luck promoting your business!
Give us a call if you need some digital marketing advice. Bowaba Digital Marketing Agency now offers a free 40-minute consultation session for business owners. We will guide you through scheduling ads online, help with your SEO ranking, and much more.
Call us today: 66605095