Defining Your Target Audience
When we are doing a brand strategy or starting marketing services for a client, we ask about the target audience – you have to know who you are targeting to market effectively. Far too often do we hear something along the lines of, “well it’s really anyone that wants to buy our product.”
Let me stop you right there.
If you’re for everyone, you’re for no one.
When it comes to defining your target audience, you have to focus. You have to be able to define your target audience and really know who they are. Otherwise, your marketing will be all over the place.
Think of a target.
Your goal is to aim for that bullseye, right? And in doing so, there’s a chance you’ll reach all around the dartboard (unless you’re just really good and hit that bullseye every time). This is what we call the “bleed.” You’re likely to hit the area around that bullseye even though your focus was on the center.
It’s the same for your business. If you really hone in on WHO you are for and defining that target audience, that bullseye, you’ll likely reach others. But this allows you to focus your time and resources on the highest profit potential. That doesn’t mean others won’t see your marketing or look away from your business/product, but it does mean you’ll likely capture more attention with that focused target audience.
When it comes to defining your target audience (the bullseye), think about your best customer and describe them. Kraig shared a great exercise to help define your unique audience here. Start there.
The more you know about your target audience the better. It allows you to be specific in your marketing and talk directly to them. This personalization makes the audience feel seen and heard. But remember, just because you’re focused on that bullseye, doesn’t mean you won’t hit outside of it.
So let’s all vow to get specific and focus when it comes to defining your target audience. And feel free to reach out if you need some help in defining that audience.