Imagine playing darts and you have to hit the bullseye, pretty simple game, Isn’t it? But, here comes the twist. Now you are blindfolded and have no idea how far the board or target is from of you. Guess, how many chances will it take to hit the bullseye? You might hit the board, but the bulls eye, impossible. Similar is the case when we talk about targeting a certain audience without even knowing about it or understanding it. Focusing, touching, acquisition, all become a part of a dream that would never come true.
With unknow target, you are sure to pass through without even noticing it.
Before we move further and discuss more about how not to miss our strategic targets, let’s know more about target audience.
In simple terms, a target audience is the group of individuals who are interested in products and services that are either identical or similar to the ones offered by you. They are more likely to spend their money on what you are offering and may become customers of targeted in the right manner.
Why should you target a specific segment of the audience?
Targeting potential clients reap you many benefits-
Your marketing strategies are more effective when you target a specific group target.
By defining the target audience for your brand in the beginning, the allocation of money and resources becomes easier and this saves a lot of time and money.
When you have a clear picture of your target audience, it helps your brand to have a voice that resonates with your audience.
Knowing your potential customers helps you in crafting personalized messages and offers. This results in higher sales and profit.
How to define the target audience for your brand?
1) LOOK AT YOUR CURRENT AUDIENCE.
The first step is to determine your target audience is to scan who is already following you and buying your products/services. You can see the likes, shares, comments of people who are engaging with your brand on various social media channels. Make note of key characteristics such as age, location, hobbies, gender, language, etc. You should never target those who do not show interest in your brand as it is a waste of energy, time, and money.
2) FIND OUT THEIR DIFFICULTIES AND DESIRES.
As a brand, you need to find out what your customers want. Why do people follow your brand on social media platforms? Do they want to remain updated with new products or do they wish to be entertained? Another possibility can be that they want to ask queries. It is important to know what are they talking about your brand. These questions will help you to find out their pain points. You need to be good at social listening and monitor all social media platforms. Read about social listening and design customized marketing strategies for your target audience.
3) TRACK YOUR COMPETITORS
You should keep track of your competition. It is important to ask a few questions such as
What type of group of people your competitors are targeting?
What are the channels of their interaction?
What are they highlighting while marketing?
What are they doing wrong?
What is the tone of their brand?
These questions help in avoiding mistakes.
Once you have defined your target audience. Select the channels of marketing. Ask yourself where your audience is most active? Is it Instagram or Facebook? Try to connect with your audience on a regular basis. Send them emails and newsletters. Post on social media consistently.
Gain the trust of your audience
A brand must build relationships with its customers. This way you can convert your potential leads into long-term clients. Take their reviews seriously, especially the criticism. Respond to all the messages. Customers love when they get replies from the brands they are interested in.
Advertise your product clearly.
Tell your target audience the key benefits of your product. Why do they need your product and services? Define how you will solve their pain points. This way you will gain value. Suppose a customer wants to buy a camera. Tell him/her that he can save time and money with the interchangeable lens and battery life. Rather than just stating the features.
Now, you are equipped with the knowledge to identify and engage your target audience. Incorporate all these strategies into your marketing plan.
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Written by - Arunima Sharma and Rishi Singh
