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PULPOU BLOG
Digital Marketing: How to Determine and Reach Your Target Audience
What do the experts advise, what questions should we ask ourselves, and what criteria or variables should be taken into account when defining it?
When thinking about a business or selling a product or service, it is essential to first define the target audience we are going to address. If we are not clear about this objective, our communication may fail, and we may not meet the initial expectations. This is especially true if we want to run an advertising campaign on social media, where differentiation is often key today.
So, what is the target audience? The target audience is the group of people who want and/or need what our business or brand can offer them, and for this reason, they will be much more likely to consume our products and hire our services.
Audience research will help us create relevant content, messages, and ads, generating high conversion rates and a better ROI on social media, according to Hootsuite, the web and mobile platform for managing social media for individuals or organizations.
Additionally, Hootsuite's website emphasizes not to fear being "too specific" when defining that target audience, stating: "You can sell to everyone, but you can't address everyone. You can't speak directly to your best potential customers if you're also trying to talk to their children, parents, spouses, and colleagues at the same time."
In a publication by Espiral Group, an Inbound Marketing agency, they recommend that to identify our target audience, we should first reflect and consider the following questions: What products and/or services do we have to offer? Who can they help? Are they associated with a specific age range? Are they associated with a geographic area? Are they more aligned with one political condition than another?
Key Variables
Some digital marketing experts also advise considering the following variables: market selection in which we will operate, market segmentation, and brand, product, or service positioning. Miguel Ángel Trabado, a specialist in the field, outlines on his website some criteria to consider when defining the target audience:
- Sociodemographic: grouping individuals based on variables such as age, gender, habitat, or education level.
- Socioeconomic: for this segmentation, we need to consider income level, social classes, and consumption horizon.
- Psychographic: basing segmentation on individual behavior through variables such as personality, lifestyle, or values.
Additionally, it is beneficial to use social media analytics as they provide a broader view of the tastes and preferences of potential customers. They also help fill in the information gaps that usually remain unanswered in the registration questionnaires we previously created.
The same applies to analyzing the competition. According to RockContent, a content marketing company, this could help us better define our target audience and understand if our competitors are pursuing the same goals and capturing the same markets as us. It is also useful to see if they reach segments we hadn't previously considered and to take note of the strategies they apply to position their brands.
Four Business Axes
According to IEBS, the Innovation and Entrepreneurs Business School, it is important to consider that there are four main business axes that can motivate us as a brand to 'segment'. The first one is related to “engagement”: increasing the business relationship with our potential customers, whether by creating strategies to sell more or providing a premium service, among other things.
Secondly, “loyalty”: there is nothing better than a loyal customer, but nothing harder to achieve. Segmentations that aim for loyalty allow us to find suitable customers with whom a more fruitful and rewarding relationship can be achieved.
The third point is “maintenance”, the long-term permanence, and the fourth is “attraction”, which is often one of the most used strategic lines.
Beyond the path and variables you choose to know and reach your target audience, the essential thing is to focus on the customers when selling. A good product at a good price is attractive, but even more so if you know which audience will find it irresistible.
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