Editorial

2 Easy Ways to Identify Your Target Audience for Marketing

The target audience should be sought not only by marketers, but by everyone who wants to sell something: services, goods, information, ideas. The more accurately you see your target audience, the easier it is to generate the right offers.

There is a problem here. The concept of target audience can get blurry because of stereotypes, and methods for studying the audience are described in complicated and abstruse language – nothing is clear. Here’s how to define your target audience with examples using different approaches.

Mistakes at the Start

Here we’re talking about mistakes that are made before you even begin analyzing your target audience.

Focusing on High-frequency Queries Rather Than on the Needs of Your Target Audience

The marketer doesn’t understand what is important for the audience. More often than not, this mistake happens when developing a company’s strategy. It seems to the marketer that high-frequency queries are destined to bring in the target consumer.

If we study the target audience better, we learn that it is important for potential clients to choose the right layout, understand the current color combinations and understand how to choose a construction crew. An article with tips on this will generate more response and increase the studio’s expertise in the eyes of readers.

Choosing the Wrong Communication Channels to Reach the Target Audience

If the marketer doesn’t know the audience well, he or she won’t understand what communication channels are best for communicating with it. For example, the National Casino audience likes to watch videos on YouTube and TikTok. The marketer, unaware of this, didn’t order ads from bloggers, but placed them on transport. In the end, the ads didn’t bring any results.

The right communication channels allow you to target content, appeals and ads, which will increase the effectiveness of your marketing.

Focusing on a Marketer Himself

For example, a marketer thinks he’s hitting his target audience because he uses the product himself. He reasons, “I love Nissan cars and I read Men’s Health magazine. Probably everyone who loves Nissan reads it. We can advertise there.”

But in reality, few of the target audience reads the magazine. As a result, the communication channel is chosen incorrectly, the advertising budget is spent, and sales do not happen. To avoid getting in such a situation, you need to make an objective sampling. This means that at least 3%, or better 5-10% of the total audience should read this magazine.

Now we will tell you how to determine your target audience quickly using standard research methods.

2 Target Audience Research Methods

Let’s look at three popular target audience research methods: User Story, Jobs to be done, and Ben Hunt’s Ladder.

That’s not all marketers use when researching audiences. Additionally, they plug in qualitative and quantitative market research. But by looking at audiences using these three methods, you’ll have enough information to run online ads, create funnels and creatives.

User Story

User Story helps you recreate the “story” of a user’s life to better understand their needs and opportunities when they want to buy something.

For example, two people want to buy a sofa. One is a businessman with a country house and three children, the other is a young professional with an apartment in a new building, unmarried. This is the User Story. These people have different motives for buying and different opportunities. The first is likely to pay attention to quality, design and service, the second – the price and the possibility of free delivery and assembly. If you don’t consider the context and set up the same ads for them, they will have no effect.

The simplicity of the User Story is that the portrait of the audience is built on clear characteristics: geography, demographics, and income. On this basis, the alleged psychological, social and behavioral portrait is completed.

Jobs to Be Done

If in User Story, we talked about the consumer, in Jobs to be done we focus on the consumer problem that our product solves. Literally, “What kind of work does the user hire the product for?

Standard characteristics like gender, interests, and city are not important to JTBD. This approach says that it doesn’t matter how old a person is or what their job is. If the product solves the problem, he’ll buy it.

Imagine the average guy John. In a standard User Story we would say that Peter is single and without children, he is 25 years old, works as a programmer, spends 5 days a week in the office, often staying late after work. Suddenly he decides to buy a couch.

Which of the above characteristics would show us John’s motivation to buy a couch? Probably none.

To understand Jobs to be done, we need to answer four questions:

  • Big Job – how will this decision improve his life?
  • Small Job – how does he want it done?
  • Micro Job – what must be done to achieve it?
  • Context – what influenced the decision?

Suppose John has an uncomfortable couch that hurts his back. He doesn’t get enough sleep and feels tired at work. This is Context.

Big Job for John is to get enough sleep and come to work rested.

Small Job is about buying a couch online. Most likely, Peter will be looking for an online store because he is an IT guy and spends a lot of time at the computer. Micro Job – these are the subtasks he will have to solve to achieve the result: choose an online store, decide on a sofa model, and make the purchase.

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