The difference between reaching your target audience and ANY audience is profound. The former implies a level of understanding and connection that cannot match the latter. Not to mention, reaching your target audience with a digital marketing campaign tends to result in a more successful campaign. Before you can effectively target your audience, you need to identify your target audience!
How to Find Your Digital Marketing Target Audience
So, how exactly do you identify and begin defining your target audience with digital marketing? That’s just one of the topics we’re covering in today’s post, so let’s begin.
- Look at your current customer base
Chances are, if you have customers, they share specific characteristics. With an understanding of your current customers, you can better identify other individuals who may be interested in whatever it is you have to offer.
To get started, consider creating a customer profile or “buyer persona.” This is a composite sketch of your ideal customer based on accurate data and the characteristics of your current customers.
Creating a buyer persona is an essential step in developing a successful marketing strategy. By understanding the needs and motivations of your ideal customer, you can more effectively target your message and create content that resonates. Here are some tips for creating a buyer persona:
- Start with basic demographics. Age, gender, location, income levels, and job title are all important factors to consider.
- Look at your current customer base. If you already have customers, analyze their behavior to see what commonalities they share.
- Consider your ideal customer’s needs. What are they looking for in a product or service? What are their pain points?
- Think about their buying journey. How do they make purchase decisions? What motivates them? What type of content marketing do they like to consume?
By taking the time to develop a well-rounded buyer persona, you’ll be able to create a more targeted and effective marketing strategy.
Once you have a buyer persona in mind, you can start identifying where they “hang out” online. What websites do you visit? What social media platforms do you use? By understanding the digital landscape of your target audience, you can better reach them.
- Use market research tools
There are several different market research tools available online, and many of them are free to use! Google Analytics is one option that can be particularly helpful in identifying your target audience.
Another great tool is Google AdWords’ Keyword Planner. This tool allows you to enter a potential keyword or phrase and see how often it is searched for and related keywords and phrases.
- Use social media listening tools.
Social media listening tools allow you to track mentions of your brand and competitor brands across social media platforms. This can be a useful way to identify relevant conversations that your target audience is having about your industry.
- Utilize Google Trends
This free tool helps you see how often particular terms are searched for on Google over time. This can help understand the increased interest in a specific topic or phrase.
- Conduct surveys
Conducting surveys is another great way to collect data about your target audience. You can use a tool like SurveyMonkey to create and distribute a survey to your target audience.
- Set up Google Alerts
With this free service, you can receive email notifications whenever a particular term is mentioned online. This can be an excellent way to stay up-to-date on relevant conversations happening within your industry.
- Use demographic data
In addition to the methods mentioned above, you can utilize demographic data to identify your target audience. This data can be found through sources like the U.S. Census Bureau or Nielsen’s Audience Measurement Products.
- Work with a marketing agency
Working with a marketing agency with expertise in target audience research can also be a great way to identify your target audience. At Blue Water Marketing in Florida, we specialize in helping our clients identify their ideal target audiences and craft strategies to reach them effectively.
No matter what method you use (or methods you use), the most important thing is that you take the time and make an effort to identify your target audience before crafting your digital marketing strategy. By understanding who you are trying to reach, you can create content, campaigns, and strategy far more likely to resonate and succeed.
Reaching Your Target Audience
Now that we’ve identified your target audience let’s move on to reaching them by creating content that resonates with them.
Here’s how to create content that will resonate with your target audience.
- Write RELEVANT and VALUABLE blog posts
When creating content that will resonate with your target audience, relevancy is vital. First, you need to ensure the content you are creating is relevant to your target audience’s pain points and interests. In addition, your content needs to be valuable; it should provide some sort of solution or value proposition to your target audience.
- Speak their language
It’s important to use language your target audience will understand and identify with. Avoid using industry jargon or terms that may not be familiar to them. Instead, focus on using language that is clear and concise. That way, you can ensure that your message is getting across loud and clear.
- Be consistent
It’s also essential to be consistent in the language you use and the topics you cover. You want your target audience to identify your brand with a certain style and subject matter. By being consistent, you can help to build that association in their minds.
- Appeal to their emotions
When crafting your content, it’s helpful to appeal to the emotions of your target audience. After all, emotions are what drive people to take action. Use language that evokes certain emotions in your target audience, and focus on topics that are likely to generate an emotional response.
- Tell stories
People love stories. During the content creation process, focus on telling stories that will resonate with your target audience. Stories are a great way to connect with people on an emotional level and get them engaged with your content.
Digital Marketing and Target Audiences: FAQs
Now, let’s go over some of the top questions you might have about identifying your target audience, creating content that reaches them, and much more.
- What characteristics should you consider when building a picture of your target audience?
To name a few:
- Pain points
- What are some common methods for identifying a target audience?
Some common methods for identifying a target audience include conducting surveys, using Google AdWords, and utilizing demographic data. Remember to consider all of the characteristics listed above when building a picture of your target audience.
- How can you further segment your target audience?
There are many ways to further segment your target audience. Once you identify your primary target audience, you can consider secondary audiences that might have an interest in your product or service. Additionally, you can segment your target audience by their behavior, such as whether they are active or passive users.
- What is the best way to reach my target audience?
The best way to reach your target audience will vary depending on the platform and channels you’re using. However, some general tips include the ones we’ve covered, like creating relevant and valuable content, speaking their language, meeting them on the platforms they’re most likely to be on, and being consistent in your efforts to reach them.
- How can you ensure that your content resonates with your target audience?
To ensure your content resonates with your target audience, make sure it is relevant to their pain points and interests. In addition, stick to language that they will identify with and find some consistency in the topics you cover. Finally, appeal to their emotions by telling stories they can connect with.
- What is the “type of audience” in digital marketing?
There is no one type of audience in digital marketing.
Instead, there are a variety of audiences that you can reach through various digital channels. That way, you can identify the most likely to be interested in your product or service.
Some of the most common types of audiences include:
- Active users: people who are actively searching for a product or service like yours
- Passive users: people who are not actively searching for a product or service like yours but may be open to hearing about it
- Customers: people who have already purchased from you or shown interest in your product or service
- Leads: people who have been identified as potential customers but have not yet shown interest in your product or service
What are the types of target audiences?
We’ve talked about types of audiences in general, but what about types of target audiences? Unfortunately, there is no single definitive answer to this question either. However, some common target audiences include primary audiences, secondary audiences, and behaviorally-segmented audiences.
Consider all the characteristics listed above when identifying which type of target audience(s) you would like to reach.
- Primary audiences: These are the people most likely to be interested in your product or service. To identify your primary target audience, consider their age, gender, location, interests, and pain points.
- Secondary audiences are people who might also be interested in your product or service. This could include children of primary audiences who might not make purchases themselves but can influence primary audiences in doing so.
- Behaviorally-segmented audiences: These are people who have been segmented based on their behavior, such as whether they are active or passive users. To identify behaviorally-segmented audiences, consider how you want people to use your product or service.
With the help of the above factors, you can identify the type (or types) of the target audience who will be most interested in your product or service.
- What is the difference between a target market and a target audience?
A target market is a specific group of people more likely to buy your product or service. A target audience is a broader group of people you want to reach with your marketing message.
- How do I identify my target market vs. my target audience?
When identifying your target market, consider their age, gender, location, interests, and pain points. To determine your target audience, consider all of the above factors and their behavior, such as whether they are active or passive users. Additionally, you can segment your target audience by their primary use for your product or service. Considering all these factors, you can identify the difference between your target market and target audience.
- What is a persona in digital marketing?
A persona is a semi-fictional character representing a specific segment of your target audience. Personas are often used in digital marketing to help create relevant and valuable content that speaks directly to the needs of a particular group of people. Remember to keep their age, gender, location, interests, and pain points in mind when creating a persona.
- How do I identify my target audience on social media?
The best way to identify your target audience on social media is to consider all the above characteristics. Additionally, you can use social media listening tools to track mentions of your brand and competitor brands. This will give you insights into the types of people talking about your product or service.
Finally, you can use social media advertising to reach a specific group of people based on their interests and demographics.
- How do I identify my target audience for email marketing?
Like social media, the best way to identify your target audience for email marketing is to consider all the above characteristics.
Additionally, you can use segmentation to break down your list into smaller groups based on common interests or characteristics. This allows you to create more targeted and relevant content that speaks directly to the needs of each group.
Then, test your email campaigns before you send them out to your entire list. This helps you identify potential problems and make necessary tweaks before reaching a larger audience.
With these tips on your side, you can be sure to reach your target audience and deliver content that resonates with them.
Reaching Your Target Audience with Digital Marketing
Now that you know how to identify and reach your target audience, you can start developing a digital marketing strategy that will help you achieve your business goals. If you need help, our team at BWM is here to help. We specialize in helping our clients identify their ideal target audiences and craft strategies to reach them effectively.
We offer a variety of services with a proven track record of success to help you reach your target audience, including:
- Search engine optimization (SEO)
- Social media marketing
- Email marketing
- Pay-per-click (PPC) advertising
- Content creation
No matter your goals, we can help you develop a plan to reach your target audience and achieve success.