Defining A Target Audience For Your Marketing Campaign
This last holiday season, my husband and I each participated in an office gift exchange. My company did a Yankee Swap. Everyone buys a present that they think will appeal to most people in the office, and then people can steal gifts. It’s fun, but the gifts are always pretty generic. I got some movie rentals, candy and microwave popcorn. My husband’s gift exchange was a Secret Santa, where everyone buys a gift for one specific person. He received tickets to his favorite sporting event. Winner winner, chicken dinner.
His gift was so much better because the giver knew EXACTLY who was going to get the gift. They knew their audience, they knew his likes and dislikes and therefore were able to come up with a gift that was perfect for him.
When it comes to marketing, you want to be more like the Secret Santa and less like the Yankee Swap. The more you know about the people you are marketing too, the more you can tailor your marketing campaign so that it grabs their attention and motivates them to take action.
How do you define your target audience?
Defining your target audience is basically asking the question: who do we want to do business with? The easiest way to answer that is to look at the people you already do business with.
- What is their age and gender?
- Where do they live?
- What do they professionally? What are their hobbies?
- What types of problems do you solve for them?
- What types of products and services are they most interested in?
Now that you have a good sense of who your current audience is, you can define your audience for this specific marketing campaign.
- Do you want to market only to your current clients?
- Do you want to market to new people who are like your current clients?
- Do you want to market to a subdivision of your clients? For example, people who have bought a specific product in the past or people who are a specific age.
- Do you want to expand your target audience? For example, if your current audience is woman age 18-29, perhaps you want to expand that and market to women in their thirties.
Okay, by this point you should have a good idea of what your target audience is like. Write out the target audience definition so you can refer back to it as you create your campaign: Women in their thirties who are mothers that work outside the home and live in Orange County. They struggle to find clothing that transitions from office to home life.
Awesome. Now, what do you do with that? In the next few posts, you’re going to see how to tailor your marketing campaign to be appealing to your target audience. We’ll also discuss ways to get your messaging in front of people who fit within your target audience definition. More exciting stuff coming your way, so stay tuned!
*Image courtesy of jscreationz at freedigitalphotos.net