This is Chapter 2 from the Buyer Persona Guide.
Understanding your target audience is one of the most important things in marketing. Yet so many marketers still focus on the product or services they want to sell, instead of focusing on the audience that actually buys those products and services.
Target audiences can be quite easily defined when you look at the big picture. However, when it comes to narrowing things down and really discover who your product appeals to, then it should be a different marketing approach. Why?
Because your buyers may have different needs, wants and goals yet still have an interest in the same product – your product. What this means is that you need to revise your marketing and sales approach – one-size-fits-all clearly won’t work. It’s just not focused enough.
What exactly is a target audience in marketing?
Simply put, a target audience is a specific group of consumers/buyers who share similar needs and desires and most likely are interested in your product or service.
And your goal as a company is to serve those needs. Why? Because essentially, these individuals are generally the end users who will most likely purchase your product or services.
So, what businesses need to do is clearly define their target audience. How?
Well, generally companies use demographic information to define their target audience, which generally includes the following info:
- Education level
- Marital status
How is this helpful?
By narrowing your focus to a core audience, you’ll be able to develop a more effective marketing strategy.
Meaning that you as a startup manager or your marketing team will know better how to craft copy/content that would appeal directly to the type of consumers interested in your product or service – those who eventually are most likely to convert into your loyal customers.
What should you do?
Identify the different types of buyers. Then, discover:
- what their needs are
- what problems they are facing (discover their pain points)
- what they want to achieve with your product or services
- how they can be successful by using your product and services
- know what their budgets are
By having all this information and by clearly identifying your target audience, it becomes so much easier to capture people’s attention. Why? Simply because you know their needs, goals and pain points.
Why is it important for your company to identify your target audience?
Because it will help your company come up with an effective marketing communication strategy that will not only reach but also attract your specific target audience.
✍️ Bottom line:
As a business, you will get a better return on investment if you target consumers who may already be interested in your type of products or services. The key to addressing the right target audience is to understand who they really are.
The benefits of knowing your target audience
First of all, if you think that trying to reach everyone with your product is the way to go, think again. It’s really not. In fact, it’s a clear path toward failure.
✔️ If you try to sell to everyone, you’ll eventually end up selling to no one. So, be specific!
Your strategy needs to be clear: discover your target audience based on what needs you can satisfy with your products and services.
✔️ Knowing your target audience is your key to success.
Knowing your target audience comes with several benefits:
- You’ll know where to market your product or service
- You’ll know who is interested in your product or service
- You’ll know how to appeal to your buyers
✍️ Bottom line:
Take time to educate yourself on who exactly is your target audience. This way you’ll ensure that you’ll offer your audience something they truly want.
Another thing you need to focus on is knowing what your competition is selling and sell similar things to your competitors but in different ways. This means you’ll need to know your USP (Unique Selling Proposition – more on this below in the “Know Your USP” chapter).
- You’ll raise brand awareness
- You’ll increase your brand’s earnings
- You’ll eventually enjoy brand loyalty from your buyers
Buyer Personas in Social Media
Would you like to read the full guide? Download it here to iscover all there is to know about creating buyer personas.