As a modern business owner it is important not to overlook the importance of defining your target audience and using it to your advantage. Your marketing efforts need to be strategically designed to appeal to an exact target audience. Creating a broad spectrum marketing campaign that’s intended to appeal to “everyone” is a recipe for money-loss and failure. One of the biggest challenges businesses face is determining exactly who their target audience is and what it is that they specifically want and need. Once you know who your target audience is, you can create SEO content and website content that is absolutely enthralling to that particular audience. And that translates to conversions and sales – ultimate success!
What is a Target Audience? | What is the Importance of Target Audience?
First things first; what is a target audience? What is the importance of target audience honing? Knowing that you need to define your audience is all fine and well, but what is it that you are defining? A target audience is a group of individuals that have similar personalities, characteristics, and consumer needs. These are the people who are guaranteed to have an interest in your product. You are most likely to convert these individuals to paying customers, if they encounter your products in the right way.
With the UK business market being so competitive, you can’t risk the chance of missing out on the attention (and support) of your specific target audience – which means you have your work cut out for you.
Who is My Target Audience? Ask These 7 Questions for Identifying Target Audience
In order to hone your marketing efforts, identifying target audience is essential and that’s why we need to share 7 pertinent questions you need to be asking in order to do just that.
1. What is my ‘niche’ and who is specifically interested in it?
When making a list of possible target audiences, many make the mistake of being too general. You should be asking yourself “who is my target audience?” and really digging for the answer. They consider “small enterprises” or “pet owners” (or similar) to be their target audience, when that is not specific enough. If you want to define your target audience and ensure that you aren’t wasting any time and money on advertising to the wrong people, you need to determine precisely what small enterprises are your targets and whether the pet owners you are targeting are cat-lovers, dog lovers or horsey types. This is determining your niche marketing. Don’t worry; your business can have more than one niche. This is quite important as you don’t want to spend money advertising saddles to cat owners, for instance.
2. Who is it within my niche target market audience that my business should focus on?
This is actually one of the most important questions to define your target audience, even though it sounds extremely similar to the first question. Your list of possible target audiences is not quite complete yet. You just need to dig a little deeper to determine your target audience demographics. The thing is, once you have defined your main target audience, you need to whittle it down even further. Your target audience is not just cat owners, but maybe cat owners between the ages of 15 and 20 years, with a limited amount of money. Or maybe your target audience is entrepreneurs, just entering the business market, between the ages of 30 and 38 years, and in need of an office set-up service. Get really pernickety about who it is that is going to be interested in your product range or services. It will really help when you get started on creating highly-targeted SEO content that’s designed for maximum impact.
3. Who are your competitors targeting?
Examining what your competitors are doing is a clever tactic for figuring out who your target audience is and creating a reliable list of target markets. While you might have an idea of whom your customers are and who you should target, taking a look at what who your competitors’ customers are, may uncover some new avenues and targets you didn’t think of before. Sussing out the competition is strategic and in our line of work we have realized that it really works.
4. What do all of your current customers have in common?
Who your existing customers are can actually tell you a lot. Scrutinising your existing customer base should form part of your target audience analysis. Look for similarities between customers. Are they of a similar age? Do they stay in a specific area? Are they asking the same questions? The type of person you already sell to is the type of person you need to work on targeting.
5. What is the personality type of my top customer?
You need to create a personality for your customer type / target audience. People aren’t just figures on a page, they are people, and because of this, you need to be able to get into the mind set of your customer. You can’t do this unless you know more about their personality. When you are creating SEO content, you need to appeal to real people, not a statistic. By create a personality for your intended target audience, you can create content that addresses and appeals to that particular person. It personalises the whole process and makes advertising and marketing efforts easier. Some things to think about include personality traits, lifestyle choices, behaviours, hobbies and interests, value systems and morals, and attitude. An example of a target personality type could be: Miss Maggie who is a kept wife of between 26 and 34 years of age, living in a high-end estate with her main focus on caring for her husband and two children. Only the best will do for Miss Maggie who places a great deal of emphasis on appearances and image.
6. Who is most likely to benefit from my products?
Defining your target audience is about more than just making a list of target markets, you need to make an extensive list of your products and analyse them too. While listing your products, attach a separate list of benefits of each product to the list. Then decide who it is that would need and enjoy those benefits the most. By knowing who has the most to gain from investing in your products, you can have a better idea of who to target.
7. Who does my content appeal to?
It’s not just your products that need to appeal to customers, your content needs to be honed to appeal to the right people too. At this stage you should already be creating blog posts, interacting on Facebook, and even posting articles on LinkedIn. Are they having an impact? Who is commenting on those posts, or sharing them? By noting the type of people your website content and posts are already impacting on, you can have a better understanding of who is interested in what you have to say and what your business is all about. This can be a doubled edged sword though, as your content is potentially not being created correctly to appeal to the right target audience. Now is the time to get to work ensuring that your content matches the needs of your intended target audience.
Create Highly Targeted SEO Content That Appeals to Your Target Market
At Dojono, we have extensive experience in the fine art of defining a target audience. When dealing with new customers to SEO content marketing, we cannot stress enough the importance of understanding who your target market is and how to connect with them, using the right message. It is in fact, the secret to business marketing success.