by Team AllYourVideogames | Mar 9, 2022 | Entrepreneurship |
For you to have a successful store, it is not enough just to invest in good employees, a good location, equipment or promotion, you must also know how to set the target Audience, after all, they are the ones who will make your business work. To define the strategy of any business, the primary step will be this, how to define the target audience.
When you follow this line of reasoning and learn which are the most potential consumers for your business, you will be able to direct all the company's actions in a more assertive way to obtain more profits from this audience. The mission to hit your target audience will directly contribute to increase your sales, whether online or in physical stores.
In this post, we'll show you how to define your target audience and everything you need to know about it.
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What is the target audience?
If you don't know what the target audience is, you don't have to worry, because before we show you how to define the target audience, let's explain what it is. It is, nothing more and nothing less, than the group of consumers with behaviors, interests in common and more suitable profiles and that your business seeks to reach.
In other words, we can say that the target audience is your market segment that will have all the people with the greatest potential to become customers. Among the main information that you should use to know how to define the target audience among consumers, we can highlight:
- Age group;
- Social class;
- Values and etc.
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Target audience and persona, what's the difference?
It is not surprising to see someone confusing the concepts of persona and target audience, as both are ways used to define who will be reached by your business and product. Although the two resources can be applied in a complementary way in their strategies, there are some specific differences between the two.
The persona is a character that represents the perfect customer for your company, a semi-fictional profile through a specific and detailed description of their habits, needs and characteristics. The target audience is a more comprehensive and generalized description, that is, it is the profile of consumers who have a greater chance of being attracted to your brand.
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How important is the target audience?
If you still have doubts about the importance of the target audience, let's talk a little more about it. By knowing how to define the target audience, you can create the best strategies aimed at the segment you seek to reach within the market.
Taking this into account, it will be possible to carry out the following actions: your marketing actions will be optimized, your brand positioning will be more targeted, channels and content will be defined more efficiently, communication with your audience will generate greater engagement and the different areas of operation can be adapted to the public's preferences, such as logistics and customer service.
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How to define the target audience for your company?
Now that you know more about it, we are going to show you how to define the target audience, as some tools and strategies can help in this step.
1. Analyze the market niche
To get started, the first thing you need to do is analyze your niche market in depth. Study the biggest particularities that involve your niche and the data of the most recent scenario in this sector. One way to do this is by using surveys and reports released by research institutes.
There are some tools that can also help at this time, such as Google Trends, which helps to identify the biggest trends in the market and related profiles. But you shouldn't just be concerned about your audience. It is also necessary to keep an eye on your main competitors and analyze their marketing strategies. That way, you can neutralize them and still improve your strategies.
The company's own communication with customers, such as positioning with the audience, products offered, campaign channels and others can be great sources of information about the target audience.
2. Understand your value proposition
The next step in how to define the target audience will be to understand your value proposition, that is, after understanding the outside of the business, you will go back to looking at the inside of your company. Analyze and study the main features of your product and your business, in addition to the value proposition offered and the differentials that will lead the public to choose your store and product and not the competition.
With this, you will identify the biggest problems of your company and correct them, in addition to knowing in more detail the possibilities of use for your product and who will be interested in them and in your company.
In this part, you will also take into account the cost benefit and prices of the products, finding the public with the ideal purchasing power to buy the product.
3. Conduct customer surveys
One of the main steps when we talk about how to define the target audience, is to carry out research with the customers themselves, thus using real information to conclude who your audience is. Try to conduct research or talk to those who have already made purchases in your store and used your products.
A very practical way to do this is online, sending survey forms by email or even providing a tab or a step after the purchase intended for this on the website itself. Among the main information you should obtain, we can highlight the demographic profile, spending and preferences, main needs and what led them to be interested in your brand.
It is important that you maintain communication even after purchases and survey responses.
4. Seek to segment your target audience
Last but not least, it's time to segment your audience and get to the end of how to define the target audience through the data and information collected in the steps above and know who it is and how to define your ideal customer.
However, don't think that your work is over, if your product can be directed to different audiences, try to segment the target audience, thus resulting in increasingly better sales results in more specific groups. The main forms of segmentation you can use are:
- Age range, etc.
Keep in mind that a single product can be an object of interest to people with different characteristics and motivations. In addition, remember at all times that the market is constantly changing, so follow the scenario of your niche in detail and, if necessary, make the necessary changes in your strategies and target audience.
This will be done by surveying your customers and keeping in touch with them.
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