Even the best advertisement will not bring any results if we wrongly define the target group - or we do not define it at all. The money spent on promotional campaigns in this case is only wasted capital. The company will not gain new customers, will not generate attractive profits and will not be successful in the market. Therefore, it is always necessary to focus on the characteristics of the recipients in the first place. Get to know your customers, i.e. we suggest how to define the target group.
It is impossible to run an effective business without first defining the recipients. Proper definition of the target, its meticulous analysis and the maximum adjustment of communication to its needs are the basis for an effective development strategy. Determining the target audience makes it easier marketing activities and public relations. The better you understand your target market, the easier it will be for you to reach them. You will have a chance to optimize your campaigns accordingly. This will certainly translate into growth sales efficiencygrowing conversion factors and a better return on investment made. Scrupulous determination of the target group will allow you to better manage the budget, acquire more and more customers and thus build a solid competitive advantage on the market.
Just actually, how to define the target audience of your business? What research should you conduct and what steps should you take to find out all the most important information about your audience?
Let's start with the basics, what exactly is the target group?
Definition target audience it is very simple. In a nutshell, these are recipients who may potentially be interested in a product or service offered by a specific company. It is a group of people to whom the company should direct its sales, marketing and marketing activities public relationsto achieve set business goals.
It is worth noting that the target group is not specific people, but a set of individuals and characteristics that these people define. Defining the target is creating a kind of scheme that the company will later use in every area of its activity - e.g. when inventing new products, planning advertising campaigns or creating communication strategy as part of public relations. How to define the target group in a few simple steps?
How to define your target audience - create a persona first
First of all, you need to create a persona, i.e. a model profile of your potential customer. In other words, it is an archetype of different audience segments - representatives of the target group. Persona isn't just about demographics. The description of the prospect's profile must be detailed. As an entrepreneur, you should understand the motivations of your recipients, i.e. what to submit them to buy, take advantage of the offer. You should find out what their aspirations, dreams are, what determines them to act, etc.
How to define the target group?
How to determine the characteristics of an ideal customer?
Come to us - we know how to do it!
How to define your target audience step by step
To answer the question of how to define your target group, start with a detailed description of the basic characteristics of the potential recipient. Focus on demographics first. Take into account:
- age and belonging to a specific generation (e.g. generation X, Y, Z),
- sex,
- income and financial wealth, i.e. belonging to a given social class,
- household size,
- education and occupation (including the position held),
- nationality.
Pay particular attention to the place of residence of your company's model client. Specifying the location will help you plan online sales - e.g. through local positioning and personalization of ads. If customers also live abroad, you should establish cooperation with international carriers, consider introducing dedicated payment methods and prepare different language versions of your website.
As we mentioned before, demographics are not enough. Detailed description of recipients, taking into account their motivations, values and lifestyle, is of great importance. Trying to understand the social behavior of the target group representatives is an opportunity to adjust the offered products / services as well as the methods of sale and promotion to their preferences.
When determining your persona, pay special attention to:
- hobbies, interests and preferred form of spending free time,
- elements that encourage a person to take advantage of your offer,
- the preferred form of communication, including the most frequently used devices (e.g. telephone, tablet, laptop),
- the amount of time spent online and the type of information searched for,
- features of the product or service attractive to the user (e.g. failure-free in the case of cars or variety in the restaurant menu),
- attachment to brand data,
- customer problems,
- ambitions, goals and values.
It is also necessary to consider how the product or service you offer can change the consumer's life, and whether there is a risk that you will have a negative impact on them.
Where to find customer information?
Today's entrepreneurs have a fairly easy task. We live in the era of the enormous popularity of the Internet. We can use various online tools (e.g. Google Analytics or Brand24), as well as search for information on social media that is like an open book full of interesting facts and facts about our potential customers.
How to define the target group? Best as soon as possible! And at the same time carefully and with full commitment. If you put your effort into this task, you will surely see the results. Remember that perfect knowledge of the target group and skilful use of this knowledge in activities is your chance for great success in business!