Finding and defining your target audience is like knowing where the bullseye is when playing a game of darts. Once you know what you are aiming for, you won’t be throwing those darts blindly (wildly?) at a wall, hoping to hit something. You will have a clear target and can practice over and over again to hit that bullseye.
Why you need to define your target audience
1. Create the right content and messaging for the right people
2. Eliminate bottom feeders who do not contribute to your goals.
3. Make business decisions based on the needs of your audience
Let’s talk about how to define your target audience and create buyer personas. By doing so, you find out what your ideal customers are talking about and what will make them take action. Then you create personas and craft your marketing messages for those people.
5 simple questions to define your target market
1. How old? What age ranges do your ideal customer fit into?
2. Male or female? There’s usually a tendency for an ideal customer base to skew towards male or female.
3. Who are they? Where do they live? Are they married? Single? Do they have children? Did they go to college? What do they do for a living?
4. Where do they get their information? Where are their eyes looking? Are they spending their time on Facebook? Maybe they are more visual and prefer Instagram? Or do they like curated content and read email newsletters?
5. What makes them convert? What do you want them to do? Contact you? Signup for a newsletter? Buy a product on your website? What will make them take action? Is it the promise of entertaining content? Is it getting insider information or the first pick at a great deal?
Use Google Analytics to help
If your website has been around for at least a few months and you’ve had Google Analytics linked up to collect data, you should have access to a wealth of information about the people who visit your site, from age to location to device they use (desktop vs. mobile).
If you are starting from scratch, never fear, sit down with pen and paper and get to work. What is your expertise in? Who would benefit most from what you have to offer? And most importantly, who do you want to work with? The most successful businesses have clients that they like.
Now, go into meticulous detail. Think about what your ideal customer does at their job. What do they do on their time off? who are their friends? What are their buying habits? Make sure to include a photo of each persona (stock photos are amazing for this).
You will likely come up with more than one persona for your ideal customer. And that’s okay. Try to stick to 2 to 3 personas to start off with so that your content stays focused and you build your expertise in a niche group.
Keep these personas in a place where you reference them weekly. Use them to guide your content creation and decision making.