Creating a brand identity lies far beneath the look and feel of your website and marketing materials. You have to ensure you picked the perfect design that will appeal to your Target Market. Do you have a crystal clear image of your ideal audience in mind when creating campaigns?
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What Does Target Market Mean?
Target market is the specific group of people you want to reach with your marketing message. They are the people who are most likely to buy your products or services, and they are united by some common characteristics, like demographics and behaviours.
It is important to pinpoint exactly who your target market is so that you can properly market your business to the RIGHT AUDIENCE.
Marketing to everyone and anyone is a waste of time and money.
Basically, if you like money and time, you won’t do this.
You want to focus your marketing strategies on a specific group of people who have a need, want, or interest in your company.
This isn’t just for start-up companies and solopreneurs, this hits home with many large corporations who throw money away every day because they do not have a clear audience.
Pause: Let’s Talk About That Some More!
It’s best to take a moment, find your audience and then get those creative juices flowing to create that perfect campaign.
Whenever starting a new ad campaign, think about your ideal customer. You may have a product that appeals to many ages and stages of life, but even still, it is important to really understand this group of people.
For example, let’s come up with a target market for shampoo. Everyone uses shampoo.
But we have to keep in mind that people buy shampoo for different reasons.
Some shampoo users have brittle hair, some have oily hair, some live in a dry climate, and some have sensitivities to watch out for.
Would it make sense to use the same marketing for all of these different groups?
Even if your shampoo happens to be great for people who live in a dry climate or have oily hair, it’s hard to effectively market to all of these markets at the same time. If someone searches for “shampoo for oily hair” on Google, they aren’t looking for shampoo because they live in a dry climate. They want a shampoo that will treat their oily hair issue.
Even within a more targeted market segment like “oily hair humans”, you can drill down your market more.
For example, you’d want to use very different marketing tactics to market your shampoo to a busy mom with brittle hair then you would if you were trying to sell to middle-aged men with brittle hair.
Can you understand why it is so important to really drill down into your customer profile and identify your target audience thoroughly?
Where To Find The Best Audience For Your Product?
A great place to start if you already have a website, and a social media presence, dive into those analytics!
If you do not have analytics from your site or social presence, then go ahead and check out your competitors.
- What are they doing?
- Who are they targeting?
You won’t be able to get detailed audience research about the people interacting with your competitors, but you’ll be able to get a general sense of the approach they’re taking and whether it’s allowing them to create engagement online.
Once you know who your target market is, create a target audience statement:
Our target market is [gender] aged [age range], who live in [place or type of place], and like to [activity].
Once you have a good idea who that target audience is, you can put together an avatar for them.
Creating Your Avatar
Think about all the aspects of your Avatars life. You want to be able to answer as many questions as you can about your avatar.
What are their:
You’ll need to come up with all of these answers so that you can create your content.
Here is a free simple to use Avatar planning page: Download this here!
Be very specific when filling out this worksheet so you can provide solutions for your Avatar.
After you have this filled out, put it somewhere in your working area. If you come up with a new item to put on your list, keep filling it out until this is a very detailed planning sheet.
PUTTING IT ALL TOGETHER
Great job on going through some of the essential aspects of gathering information on your target market so you can market your business to the right people.
The most important thing to remember is to research your target audience when branding a business. This is the best way to figure out who you are selling to and create the perfect message for each audience you may market the same product too.
Figuring out your target market is a key part of any branding strategy.