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  • Writer's pictureMichael Marshall

How to define a Target Audience and why you should do it

For most small business this is a difficult task, not because they have a hard-to-identify target audience, but because refining your target audience is a subtle art that relies on a scientific approach to data and human intuition.

Hitting the target for your audience needs
Understanding your target audience helps you to market efficiently and with maximum effect

Why define a target audience?

When you inevitably decide to spend some money on Facebook ads or Google Adwords you will come across the questions of "who is your target audience". Before spending any money on marketing you should try and define who your target audience is and why they want your product or service because this will result in your ads being more effective because they will be shown to the right people.


What is a target audience?

A target audience is a specific group of people that you want to reach with your marketing efforts. These are the people who are most likely to be interested in your product or service, and who are most likely to become your customers. By identifying and understanding your target audience, you can create marketing messages and strategies that resonate with them, and are more likely to lead to conversions and sales.


Defining your target audience

To identify your target audience, it's important to first understand what your business offers and who it is intended for. What problems does your product or service solve? What needs does it fulfill? Who would benefit most from it? Once you have a good understanding of this, you can start to define your target audience in more detail.


Your target audience can be defined by various demographic factors, such as age, gender, location, income level, education level, and occupation. You can also consider psychographic factors, such as values, beliefs, interests, and lifestyles. Creating buyer personas, which are fictional characters that represent your ideal customers, can help you define your target audience in more detail and tailor your marketing messages accordingly.

It's important to keep in mind that not everyone will be interested in or benefit from your product or service. By focusing your marketing efforts on a specific target audience, you can create more effective messaging and use your marketing resources more efficiently. This can ultimately lead to increased engagement, conversions, and sales for your online business.


How to define a target audience

Defining a target audience for an online business is a critical step in developing a successful marketing strategy. Here are some steps to help you define your target audience:

  1. Identify your product or service: Start by clearly defining what your online business offers. What problems does your product or service solve? What needs does it fulfill?

  2. Conduct market research: Research your industry and competitors to see who they are targeting and how they are reaching their audience. Analyze their social media pages, blog articles, and the type of audience they attract. Use tools such as Google Analytics, Facebook Insights, or similar to understand the audience demographic.

  3. Define demographics: Once you have a good understanding of your industry and competitors, it's time to start identifying your target audience. Begin by defining demographics such as age, gender, location, income, education level, and occupation. Consider whether your product or service has a specific age group that it appeals to, or whether it is more appealing to a specific gender or location.

  4. Create buyer personas: Buyer personas are fictional characters that represent your ideal customer. They include demographic information as well as more detailed characteristics, such as their goals, challenges, interests, and values. Creating buyer personas will help you tailor your marketing messages and reach your target audience more effectively.

  5. Consider psychographics: Psychographics are the psychological and emotional characteristics of your target audience. Think about the values, beliefs, interests, and lifestyles of your target audience. These factors can help you understand how to reach your audience and what messaging will resonate with them.

  6. Test and refine: Finally, it's important to continually test and refine your target audience. Use analytics tools to monitor your website traffic and social media engagement, and adjust your marketing strategy accordingly. Over time, you may find that your target audience evolves or changes, so be open to making adjustments as needed.


The theory behind target audiences is that not all people will be interested in or benefit from a particular product or service. Therefore, it is important for businesses to identify and focus their marketing efforts on a specific group of people who are most likely to be interested in what they have to offer. By defining a target audience, businesses can tailor their marketing messages, content, and promotions to better resonate with this specific group, leading to increased engagement, conversions, and sales.


Target audiences are important for several reasons:

  1. Efficient use of resources: By identifying and targeting a specific group, businesses can focus their resources on the people most likely to convert, rather than wasting time and money on marketing efforts that may not be effective.

  2. More effective messaging: When businesses understand their target audience, they can create messaging that speaks directly to their interests and needs, making their marketing more effective and compelling.

  3. Increased engagement: Targeting a specific group of people can lead to higher engagement levels, as customers feel like the business is speaking directly to them and their needs.

  4. Improved conversion rates: When businesses understand their target audience and create messaging that resonates with them, it can lead to increased conversions and sales.

Overall, the theory behind target audiences is that businesses can better reach and engage their ideal customers by identifying and targeting a specific group of people who are most likely to be interested in their products or services.


Do you feel ready to define your target audience? If you've already done this then are you ready to start marketing?If so, why not check out this blog post titled: Digital Strategies Explained.


I'd love to hear your thoughts about target audiences in the comments!

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