The basis of any effective marketing strategy is to have a clear audience. By understanding your target audience, you can tailor your content and ads to their needs, wants, and pain points, making your copy more appealing and attractive to potential customers. This is the best way to grab the attention of potential buyers and encourage them to try your products or services.
To achieve this, you need to consider factors such as who your target audience is, what they expect from your brand, and how you can best communicate with them to elicit an emotional response and, ultimately, generate more sales.
Let’s take a look at what a target audience is, how you can define your audience, and how target audiences differ from buyer personas. We will also discuss some examples of target audiences, including cold audiences, warm audiences, and customers, to help you make more informed decisions and differentiate your brand from the competition.
What is Target Audience?
Target Audience is a number of persons of people that you want to reach in your business marketing efforts. Building a target audience consists of knowing the goals, wants, interests, and pain points of your ideal customers. It also takes into account behavioral and demographic features such as age, gender, income, education, or location.
While defining your target audience is not the be-all and end-all of a successful marketing strategy, failing to target the right people might leave you with a lot of website visitors but very few paying customers, as your marketing campaign is likely to fall on deaf ears.
Your Target Audience may be a board market, or a niche market. For example, if you sell shoes, you might be focusing on a broader market, as everyone wears shoes, regardless of age, gender, and interests. However, if you exclusively sell running shoes then your target market will likely be much more specific, namely athletes who run regularly.
Target audience categories include:
- Cold Audience
- Warm Audience
- Attitudes & opinions
The Difference Between Target Audience and Buyer Persona
Your target audience should not be confused with your buyer personas. Although closely related, these two concepts are actually quite different. Let’s take a look at how they differ.
Buyer personas are fictional characters that represent your ideal customers, those who are most likely to buy your product or service.
Persona usually includes:
- Personal information: Name, age, and geographical location.
- Content preferences: Favorite channels, content format, tone, and style.
- Business background information: Position, level of influence in the decision-making process.
- Objectives: Measurable goals – what are they looking for?
- Challenges: Frustrations and paint points (obstacles) prevent them from achieving their goals.
Think of the target audience as a team and buyer personas as one of the players. The target audience includes general details about your target market, and buyer personas are specific fictional characters from within your target audience who are most likely to make a purchase from your brand.
Target Audience Example
There are many examples of target audiences, including cold audiences, warm audiences, and subscribers. Before you research and build your target audience, you need to understand what your focus is and which target audience category you should focus on. This will help you understand how best to reach out and connect with your target customers.
Let’s look at some target audience examples to help you understand the different categories and how your marketing efforts should be structured.
Warm audiences are people who are already familiar with your brand. They have previously visited your website, interacted with your social media profiles, posted comments about your brand, subscribed to your newsletter, or downloaded your app. However, they have not yet made a purchase from you or shown a clear interest in buying your products or services.
The goal with a warm audience is to convert them from a potential target audience into paying customers. The best way to do this is to categorize them into subcategories, such as leads and visitors, before targeting them with specific conversion campaigns.
Cold audiences are people who have never heard of your brand, product or service. Their goals and pain points match your target audience, but they haven’t yet discovered who you are and what benefits you can offer them.
The best way to approach this type of target audience is to reach out to them and introduce them to your Unique Selling Proposition. This will help you build a long-term relationship that can lead to conversions later on.
The goal here is to build brand awareness, nurture potential leads, and learn more about your target audience’s wants and needs. Social media can be a great platform for this, as can targeted advertising.
The third example of a target audience that you can use for your business is your customers. Existing customers are much easier to target, as they already know who you are and what you offer. They have already made a purchase from you, so there is usually an established level of brand awareness, trust, and loyalty.
The goal with targeting converted leads of this type is to increase sales of similar products or services and increase the lifetime value of your customers. You want to build customer relationships and encourage brand loyalty and repeat purchases.
The last target audience example we’ll look at today is demographics. Demographic segmentation is the process of categorizing your customers and target audience by a number of characteristics. These typically include age, gender, income level, location, marital status, nationality, occupation, and education level. You can then work on targeted marketing campaigns that cater to the specific needs of each demographic. This helps you ensure the right message gets to the right ears, saving you money and increasing your ROI in the long run.