Many businesses think they know their target audience perfectly. But if we were to take a test and ask them to define who is on the other side of the curtain, how well do you think they’d do? There are many aspects to consider when trying to define your target audience. But first things first: what’s that, a target audience?
Google tells us that a target audience is “a particular group at which a product such as a film or advertisement is aimed”. How can understanding your target help your business and your brand perform better?
Decode needs to focus content
Any audience has a concern, and that’s why they are looking at you. As a brand that strives to deliver quality content, you need to decode what your audience needs – understand what is the one thing that they are missing and looking for at this very moment. What’s their most urgent concern? Understanding your audience’s needs is a massive step in your marketing strategy. This will help you define tons of elements that lay beyond such as: who are my customers? What are they looking for? What do they care about when making a buying decision? What attributes should my brand underline to connect with them? And many more. Once you know exactly who your average client is, you are ready to curate powerful content to reach them. We’ve already discussed how to create engaging content.
Become the problem-solver
By understanding your audience, your next step will naturally be to solve their problem. Think about it. Why do you want people to visit your website, your brand, your business? Among other things, you want brand exposure, awareness and you might be in the entertainment industry. But really, all you’re aiming to do in the end is to solve their problem (a creative agency will solve a problem by creating an ad campaign, just like YouTube will solve a problem by providing an entertaining video). By adopting this problem-solving mindset, you will put targeting at the core of your strategy. Outline your average customer, identify their need, and respond to it.
Speak the same language
Different people speak different languages – not only based on where they come from, but also based on their level of expertise in a field, their centers of interest, their habits and their knowledge of a specific topic. A doctor will not be using the same language when speaking to a colleague and speaking to a patient. Therefore, it is important to adapt your speech to the level of expertise and understanding of your audience. Don’t overwhelm them with data and content they will not grasp. By figuring out who they are, what they like and gathering the basics around them, you should be able to draft a simple, powerful message that hits them right at the core.
Know who you’re talking to. It’s valid for your brand, but more generally, in life. Understand who your interlocutor is and what they are looking for in this conversation. Only then you’ll be able to curate a compelling message, and solve their problem.