• Michelle Wallace

How To Define Your Target Audience

Defining your target audience should be the first step you take when creating a marketing plan for your business. You need to know who your ideal customer is in order to determine and understand your niche.

Everything you do to promote your business, should be done with your target audience in mind. It might seem like a time consuming task, but once you've done the research and nailed down your ideal customer, you'll find it so much easier to create content and ads that resonate with your audience. You will even be able to predict their questions and solve their problems before they even ask.

That's why we're going to show you exactly how to research and determine your ideal customer in this guide. Let's get started.

1. Research

There are a number of ways you can research to discover your target audience. Sometimes it is as simple as looking at your current customer base and deep diving into their characteristics.

Analyse your current customers:

If you had to sum your customers up in a few words, what would you say? What is the general age, income, common interests among them?

Let's start now to divide them up a little more. Of your customers:

Who do you enjoy working with most?

Who is least hassle?

Who acts as your advocate?

Who generates the greatest profits?

Analyse your competitors:

If you don't currently have a customer base, or it is not large enough to find a common ground, take a look at your main competitors. Is there a company similar to yours, or a company that you find aspirational?

Who are their customers

Why do their customers buy from them?

What do they know about their ideal customers?

What language are they using with their customers?

Take a look at your online insights:

Your social media insights and Google analytics are FULL of information that can help to determine your target market. A quick look through Facebook, Instagram or Twitter insights will show you exactly what age, location and time of the day your audience is online. It will also show you what kind of content they are enjoying the most and what days of the week they are most engaged.

2. Picture them in detail

Can you picture your ideal customer in your head? What do they look like?

No no, I mean picture one person in your head, if you have more than one, thats ok but pick one to start with.

Think of things like their age, gender, job, do they have kids, what do they like to wear, where do they get their information, what is their income, what makes them happy? The more detail the better! You can even give this ‘ideal customer’ a name.

Consider how these basic demographics might impact their buying decisions.

If you are a yoga instructor, your ideal target audience might be women in their 30’s-40’s, who lead busy lives, but always make time to squeeze in a quick yoga session once or twice a week. So you will target and use the same generic targeting, images and language as other yoga instructors and get lost in the noise. Or let's dig a little deeper....

Lets go into a little more detail:

Fiona is a 36 year old Mother with 3 kids, living in Blanchardstown. She works from home 4 days a week and loves to bring the kids to the park on the weekend. She wakes up at 7am to get the kids ready for school and goes to sleep at 10:45pm, but not before she’s had a scroll through social media to see what everyone else got up to that day. She has a tight budget but she knows how important it is that she does something for her health, both for her physical and mental health. She is always dashing from one place to another and finds it difficult to get time to herself, for herself. She's feeling a bit frazzled and longs to get a bit of her own identity back.

With all of those details in mind, I bet you have a very clear vision of Fiona in your mind! You’ve probably even picked out her hair colour and outfit.

With this clear information in your mind, now you know what might resonate with Fiona and women like her and create a campaign that speaks directly to her.

Generic ad for yoga with a broad target market -

Relax and unwind in our yoga class for all ages.

In our lovely studio you can get hatha, ashtanga and mixed yoga for all levels.

Improve your health and wellbeing with our experienced yoga teachers.

Ad for yoga with Fiona in mind -

Are you feeling overwhelmed?

You have a busy life and no time for you?

Take 1 hour a week to take care of you.

Our yoga classes are designed to relax your body and mind, to slow down and become grounded again. Join us in our cosy relaxing studio every Wednesday at 8pm.

Not sure you can make every week? Buy a pack of ten classes and use them over 6 months.

By understanding your ideal client you can create a message that will resonate and even a service that is more suited to your best clients.

3. Hang this up in your office space

Now that you have created an ‘ideal customer’, this will help you to use the right language, speak in the right way, and focus on their pain points. Once you have defined your audience, you can start to create content that you know your ideal customer will love and share with her friends and family.

You can create as many as you like. The key is that every-time you create content or an advert, pick one ideal client and create the content as if you are talking to them.

The best way to focus your mind on this, is to print out your ideal client worksheet and hang it up somewhere you can see it daily.

You can download the Free PDF here.

Ready to grow your business? I send out one email a month, with all of the best advice and practical tips to help you take your business to the next level. Feel free to sign up here.

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