How to identify your target audience

We’re in a competitive world where one business’s savvy strategy might put another one out of the game. But you don’t have to lose out - get your game plan on and bowl over your potential customers and clients every time.

The first step is to define who you're actually trying to reach, in other words, your target audience. Remember your target audience may change as your business evolves, so consider these tips for staying clear on who they are.

What do you offer?

When you’re in business, you're meeting the needs of specific people. No matter what it is, you’ll need to target the right people. The trick is to be very specific about the demographics of your audience. Take into account these aspects:

  • Age
  • Gender
  • Location
  • Ethnicity
  • Interests
  • Disposable income
  • Marital status
  • Education level
  • Occupation

Dig deeper

Use data to find the specific qualities and behaviours of your intended audience. You can gather this information yourself through surveys or engage a market research company.

From there, you can analyse how this translates to business and look for ways to assist with your target audience’s decision-making. Also examine psychographics - the personal characteristics of people through attitudes, values and interests, personality, behaviour and lifestyle preferences. 

Audit your current audience

If you’re finding that the formula isn’t quite right and you’re not selling or generating new business, then it’s time to conduct an audit of your current customers. Look at who they are, what they have in common, what they buy and how often. What feedback have you had from potential customers? Is there a different group you could be reaching? 

Keep an eye on your competition

We all love a little healthy competition - until we find it’s taking away our customers! See what your biggest competitors are doing in terms of their targeting, and how. Who are their clients, customers and followers (social media)? Do they use influencers or ambassadors to help get the word out?

Where are they?

Where your target audience dwells will be key to connecting with them. Are they at the local church group? A corporate environment? Are they on Facebook, Snapchat or YouTube? Once you know where they hang out (offline, online, or both), you can reach them through clever marketing, PR and advertising campaigns.