Determining your target audience is essential for the success of any business, particularly when it comes to content marketing efforts. The following steps can help you narrow down your business’s audience so that you know where to focus your attention.
Consider What Problem Your Business Solves
Successful products and services typically solve a problem for customers. It is important to understand what type of person a business’s typical customer is and what problems they would like solved. For instance, imagine that a business makes it easier for roofers to get the supplies they need, solving the problem of acquiring materials. That business should create content that is relevant to roofers.
Consider Your Customers’ Traits
Another factor is the traits of your business’s current and potential customers. For example, if members of your target audience are unlikely to have a ton of technical expertise in your business field, then content with too much jargon will be useless and unattractive to those customers. There are many traits to keep in mind, including education level, age, location, and income level. You can also consider what type of lifestyle your business’s customers lead as well as their interests, hobbies, and values.
Knowing who your current customers are will help you determine your target audience by showing you the type of person who responds well to your business. Identifying the types of people who are your potential customers is also helpful. For instance, a clothing company that is trying to target working-class individuals would use a different advertising and content strategy than one that is trying to target high-level executives.
Consider Your Competitors
Mandy Porta, writing at Inc.com, recommends looking to your business’s competitors as another source of information. Identify who they are targeting and who makes up their customer base. The goal here isn’t necessarily to steal customers. Instead, it may be easier and more effective to figure out who your competitors aren’t reaching so that your business can go after those people.