what it is and how to talk to who you need! – WAU
Target audience is a specific group of consumers or organizations that share a similar profile and therefore should be the focus of your company’s marketing and sales actions, since they are more willing to purchase the products / services that they offers.
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From an early age my mother used to say: “My son, don’t try to embrace the world. Whoever ends up wanting to please everyone, ends up not pleasing anyone. ” And, over time, this could not have proved more true, even when it comes to business.
And it is exactly to ensure that you do not try to embrace the world that the definition of target audience exists.
This concept ensures that your company can direct your marketing and sales efforts more efficiently, ensuring a more personalized approach with your audience.
But to understand in detail what the target audience is and how to build yours to attract new customers, continue with me in this post and I guarantee you will come out knowing everything about it!
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What is target audience?
Target audience is a specific group of consumers or organizations that share a similar profile and for that reason they should be the focus of your company’s marketing and sales actions, since they are more willing to purchase the products / services it offers.
To determine this profile, a series of researches is carried out involving several factors to determine which are the common characteristics of this fraction of the society that will be the focus of your business.
This information can be about shopping behavior, consumption habits, social class, demographic data, socioeconomic status, preferences, among many other possibilities.
The important thing is that the greater the number of information and the more complete and true the established profile, the greater the chance of your company maintaining a good relationship with the customer.
This makes your target audience purchase your products and services and, consequently, brings prosperity for your business to prosper.
If you choose not to define your audience, you will invariably be less efficient and simply spend more resources than necessary.
Think with me: why would you offer a new car for a 15 year old boy, or an Avengers backpack for an executive? Without having a defined target audience, this type of thing can happen.
Remember if: a generic speech doesn’t catch anyone’s attention. And it is your company’s ability to dialogue with its different audiences that will ensure their identification with your brand.
The importance of choosing your target audience correctly
A long time ago, having a target audience was simple. It was enough to say that his product was made for people from 18 to 60 years old. If we think about a car, for example, this definition has worked well until then.
However, it is no surprise to anyone that today alone is not enough. The consumer profile is increasingly specific, with many more niches and special needs in each one.
Want an example?
Let’s keep thinking about the car, okay? Imagine two men, around 50 years old, both born in the same city, who grew up listening to WAU ‘n’ roll of the 80s and have a good position as executives of a large company.
We can say that they certainly have the same profile, so they would buy the same vehicle, right?
But what if I told you that one of them is married, with 2 small children and the other is single, good at nightlife and has no children? The thing would certainly change.
The first would probably be from the group that would like a bigger car, with a multimedia kit and DVD to entertain children and a large trunk. The second may prefer a sporty model with a powerful engine and a cool speaker.
We can see that, besides having different profiles, the motivations of each one to acquire the car differ a lot. In this way, we can assume that while one wants more space and comfort for his children, the other wants power and a car that impresses.
That is, if you sold cars, your company would have to take different actions and directions if it wanted to attract the attention of each one of them.
Therefore, taking into account all factors (social, economic, demographic, etc.) to correctly choose your audience is essential for the success of your business.
This ensures that your actions will be well targeted to reach those who really need it and in the best possible way.
By making the right choice, you will be able to devise more efficient strategies, the results of which are more likely to positively impact your business.
One consequence of this is that you will avoid investing resources in misdirected actions, better directing the company’s expenses.
Having a good definition of your target audience, you can improve several aspects of your communication, such as:
- the identity and language of your company;
- what kind of content to produce;
- which channels and events participate;
- when and how to offer promotions;
- possible product changes and improvements.
Defining your target audience
To understand your target audience, you must first answer two essential questions if you want the market to accept your product:
- Why people would benefit from your product / service
- Who are these people
We will understand better each one of them in the next topics.
Why can people care about your service / product?
For this question, it is worth doing a small exercise that consists of answering 3 simple questions:
# 1: What problem does your product or service solve?
Think carefully about your product. What benefit does it provide and how will it effectively solve the problem of whoever gets it? Try to establish what his main value proposition is.
- Will it make me grow more hair?
- Will it help me lose weight?
- Will companies manage tasks more easily?
A tip here is to try to find your differential or a niche. As with the hair example, if you have a lot of competitors that grow hair, perhaps your real benefit is not “growing hair faster” or “growing hair more hydrated”.
# 2: What is the profile of the people who most have the problem that my product or service solves? In what situation do they use it?
Now that you have well defined what the real problem your product solves, it is time to think which person profile is most likely to have this type of problem. And if you have this problem, how do they usually solve it?
Answering these questions, it is only necessary to define the points in common.
- Are they single men?
- Are they SME managers?
This step is very important, as this is where you start to break your audience into niche markets.
# 3: Are there different groups that can use my product in different ways?
At this point, it is important to ask yourself if you have different buyer niches to pay attention to, based on the needs of each of them.
This will determine whether you are able to work with everyone or whether you need to focus on one that is more cost-effective for your company.
For example, suppose you have a bike store. Within this same segment, you can have:
- Families with small children, who want small safe bicycles, with training wheels and, if possible, some famous cartoon character for a weekend stroll.
- High-performance athletes aged 30 or over, who ride every day and need professional bikes, with quality safety equipment and comfort so that they can stay seated for a long time.
Don’t be afraid to be specific here. Of course, there are cases where your audience will be large and from different niches, but remember that the wider your target audience, the more work and expenses you will have!
Therefore, for those who are starting, it is recommended to choose a niche and restrict yourself to it at the first moment. Subsequent expansion should happen gradually, as your business develops and your clientele increases.
Discovering the public profile
Once you already know who the people are that you need to talk to and how your product or service can positively impact your lives, it’s time to effectively understand what the common data of this group is.
And there is no better way to do this than using surveys. A good strategy is to conduct your own research, asking your audience directly for information that is relevant to your business.
You can make them available through online forms or questionnaires, which can be answered easily and quickly.
You can make the questionnaire more dynamic by using multiple-choice questions, yes or no and grade scale, for example.
In addition to being easier to answer, these questionnaire models allow greater precision and honesty from the consumer. Not to mention that open responses are much more complicated to validate and account for.
But the important thing is to add a significant amount of information with statistical validity, regardless of the research method. With the answers obtained, it is possible to determine and understand your audience and better direct your actions.
Want to learn how to plan, execute and analyze Marketing research? Download our free guide on the subject!
In addition, you can cross check the data obtained with information that already exists at the base of your company, which can be extracted from Google Analytics or contracts, for example. This brings greater precision to the data.
Another option is to consult the base of entities that carry out mass research, such as IBGE or SEBRAE, in addition to trade associations or unions in each niche.
Defining the target audience
Regardless of the type of research done, the important thing is that at the end of it you will be able to identify exactly who to talk to and what the benefits brought by your product or service.
To do this, you can fill in some existing criteria that help you do this more easily, such as:
- End consumer or companies – Is your product a solution for companies or individuals?
- Geography – Where are the people from who buy from you? Do they live close together? Are you in and out of the place?
- Demographic – To understand the demographic profile of your audience, you may have to answer some questions, such as:
- Education Level
- marital status
- Any other social aspect you deem important
- Psychological characteristics – In some groups, behavioral characteristics exert a much greater weight for the purchase. If so, what are the determining factors?
- Generation – Generations vary from one to another and, in some cases, are completely different between them. If it makes a difference for your business, which generation are your customers from? Generation Y, Baby Boomers or maybe Millennials?
- Life cycle – As well as behavioral characteristics, being at a certain moment in life can have a great influence. Like a wedding or a pregnancy, for example.
After so much theory, how about understanding in practice what a target audience is? Here’s an example:
Women, between 25 and 35 years old, resident in capitals, postgraduate, executive of a large company. Class A, with an average income of between R $ 10,000 and R $ 15,000, are always well-dressed, with social aspects, but that value their body. In addition to liking quality products and not caring about the price.
Difference between target audience and buyer persona
If you want to know about the target audience, you may have come across the concept of buyer persona at some point. Although similar, they have crucial differences.
Unlike the target audience that wants to give you an overview of who your potential customers are, the buyer persona is a semi-fictional representation of your ideal buyer.
The buyer persona (or simply persona) has a well-defined identity, while the target audience is a more general representation. Even when producing the buyer persona, it is common for the definition of the target audience to appear as a consequence.
Due to the greater detail of the brand persona, both in demographic and behavioral terms, it is possible to obtain insights about your customer’s purchase cycle. With this, you can use the profile found to guide your marketing efforts.
The target audience is an essential first step for those who are developing their strategy and want to better understand their audience. Think of it as the initial step, which will bring greater definition to your niche and better fractionate potential customers.
Once the global characteristics of your buyers are defined, you can use the personas as a way to further segment the audience and thus be able to outline more individualized strategies.
Now that you know everything about target audience, how about taking the next step and learning how to define your buyer persona? Just read our content to understand and create them.