When you begin to explore the world of digital marketing, one term you hear frequently is “target audience.” The target audience will guide many of your marketing decisions, help you segment your ads, and more. Here is a look at what a target audience is, and the role it plays in your digital marketing campaign.
Target Audience: Definition
In the marketing world, effective campaigns do not reach everybody. In order to develop an effective digital marketing campaign, you need to reach the people who will benefit from what you have to offer. That group of people is called your target audience.
Target Audience: Characteristics
No two target audiences are the same. A landscape business may want to reach a different audience than does a florist, for example.
In order to define your specific target audience, you need to identify the characteristics that they share. For local marketing, you will need to focus on people who live in your service area.
You can also choose other characteristics shared by the consumers you want to reach. For example, people who need your landscaping services are probably all homeowners within a certain income bracket. You may even find that the ones most interested in landscaping own a certain type of property or fall into a certain age bracket.
There are many characteristics to consider when building a picture of your target audience. Here are some of the characteristics that can influence their level of interest in your business:
- Income Level
- Internet Device
- Internet Search History
- Prior Purchases
- Prior Encounters with Your Business
- Marital Status
- Number of Children
- Career Goals
- And more
There are an almost infinite number of demographics, and combination of demographics, that you can use to define your target audience.
Your job is to figure out which characteristics are shared by the people who most want and benefit from your products and services.
Target Audience: Identification
Identifying the target audiences for your digital marketing campaigns takes a little bit of investigative work. Before you go about finding the right audiences, there are three other things you should know:
Your target audience can change depending on your campaign.
For example, say you want to run a retargeting campaign. Your target audience for that campaign would be anyone who viewed your landscaping services on your website. It would not matter what their demographic information was. However, for a Google Ads campaign, you might want to target anyone in a certain location who types in a certain search term. The target audiences are different but the goal is the same: To reach people who might be interested in your products and services.
You can have multiple target audiences.
For example, as a landscaping business, you may want to target homeowners within Putnam County who own more than 1 acre of land. You may also want to target homeowners who are preparing to sell their homes and want to improve the curb appeal of their houses. Each of these groups of people is a target audience who could benefit from your products and services.
You may have target audiences you haven’t even thought about.
The process of identifying your target audiences may reveal groups of people you never before tried to reach. Expanding the number of people you target can help to make your marketing, and your business, more profitable.
In order to successfully identify your target audience, there are a few steps you should take.
Analyze your current customers.
Who is buying from you right now? What qualities do they have in common?
Analyze your products and services.
In order to understand who can benefit from your products and services, you need to understand what you have to offer consumers. Start by writing down all the features and benefits of your products and services. Then, start thinking about who needs those benefits. The groups of people who come to mind may be your target audience.
Consult your online analytics.
Who is visiting your website and interacting with your social media? What qualities do they have in common, especially when they stay and engage?
Look at your competition.
Who is your competition targeting? Will these same people be interested in your products and services? Why or why not?
Engage in an ongoing process.
Identifying your target audiences will not happen just once. Every time you launch a new marketing campaign, you will need to evaluate which groups of consumers will most benefit from that campaign. Every time you introduce a new product or service, you will need to identify the audiences who will want that new offering. Remain open to re-evaluating your target audiences in order to ensure that you are always reaching the right people with your marketing campaigns.
What’s Your Next Step For Reaching Your Digital Marketing Target Audience?
With our assistance, you can make sure that you deliver a compelling message to each of your target audiences. We help you speak their language, address their pain points, and win their business and their loyalty for an effective and powerful digital marketing campaign.