Understanding Your Target Audience

By Louise Dennington | June 8, 2022

How well do you believe you truly know your target audience? Have you been able to think like them and see things from their perspective? Have you observed their behaviours?

Understanding an audience needs to be at the heart of a business for growth and success. It’s what drives effective marketing strategies, increases brand equity and ultimately improves a company’s bottom line. This isn’t a one off task though – this is a process, something that should be reviewed constantly and re-adjusted when needed.

Work needs to be done as an essential element of your research. You should be delving deep into behaviours, data insights, patterns; your approach needs to be extremely thorough and methodical, and only then, when all facts have been verified, can you begin to design a brand that your consumer will love.

A good target audience is:

  1. Specific – there will of course be groups of people who will be unlikely, unwilling or unable to engage with your business. Be specific in your targeting and pinpoint those who want what you have to offer.
  2. Data-backed – research and/or conduct a market analysis for unbiased and real data to support your offering. 
  3. Customer-centric – this doesn’t mean targeting those your business wants to engage with, it means targeting those who want to engage with your business. What are the genuine benefits for these potential customers? 

Once you have established a target audience, use channels and messaging to which this audience will be most receptive. Communicate with them in a way that will reach them – not just by the method used, but also by the language and tone of voice.

Researching your audience

  1. Who are my customers?
  2. How can I reach them?
  3. What products or service do they want or need?
  4. How do/would they benefit from my existing or planned offering?
  5. How much would they be willing to pay?
  6. Who are my competitors?