It is no secret to anyone that, in terms of and advertising, it is essential to understand the buyer, both for the development of products, as well as for the generation of content that will guide the acquisition of new customers. Since, to achieve success, one of the most important factors lies in having a real and reliable image of potential buyers.
That is why, over time, it has been stated that it is of great importance to define the potential client of a company and This is achieved by means of the famous concept from “target”. However, given that this term brings together a group of people without own identitynow too it is recommended to create a .
Because, a buyer persona of your ideal client goes much further and It is not only focused on a specific market niche Taking into account that, it is a concept that broadens the spectrum in order to specify what are the motivations of potential customers. Next, We explain what it is about and detail more information of interest.
What are the target and the buyer persona and how are the two figures different?
Basically, The English word “target” translates as “objective” and in the marketing environment, it is defined as the potential public of a certain business. Considering that knowledge of the market and of the community to which you are targeting is essential to achieve success and, therefore, you must guide your decisions and actions based on it. In this way, it is a terminology that It can also be associated with the “buyer persona”although they have some differences.
Bearing in mind that a buyer persona of your ideal client refers to the stereotype or semi-fictional representation of your final consumer. That is, those people you would like to attract and delight with your product or service. Being a more specific concept than the target. To define and carry out an optimal marketing strategy that provides positive results, it is decisive to know how the target and the buyer person differ. This, in order that this strategy is more profitable and effective.
Therefore, below, we mention the most important dissimilarities in question:
- Whereas, the target or objective public is a more generic concept because brings together a number of people without their own identity; the buyer personas They have a name, surname and even a faceso the marketing action can be customized, unlike the target.
- Typically, the target selects communities defined with respect to gender, income, or age, for instance. However, the buyer person defines the needs of the final consumer based on their background, personality, behavior, doubts, complaints, goals, etc..
- In view of the fact that the target centralizes its work in a single segment of the established public, usually forget about other equally or more profitable sections. Unlike the buyer person who manages to take advantage of various segments of the potential audience.
- Thanks to the fact that the buyer persona is a concept in which other particularities that are added to the target are contemplated, enables a much clearer mental and emotional image of the potential customer. Whereas, the target fails to reveal this.
Example
- Target or target audience: Men and women, aged between 20 and 30 years, have an average monthly income of 3,500 euroare single and have graduated from engineering.
- buyer persona: Pablo Contreras, has 28 years of age, he is a self-employed graduate, his monthly income is 4,000 eurosHe is married, loves to travel to paradisiacal places, has always wanted to do a master’s degree outside of his country of origin and is looking for job opportunities in Europe or Latin America.
As you will see, the target is in charge of studying a group of people with common characteristics to define a target audience and direct the marketing strategy based on said information. On the other hand, the buyer person is in charge of making a more personalized and exhaustive analysis, in order to know the needs of the client and thus, to be able to base their actions on them.
Why is it important to always have the target of your niche identified?
Although it is a more abstract and general term, it certainly also It is of great importance to have defined and identified the target of your niche when carrying out a marketing strategy.. Since, otherwise, you will carry out actions aimed at everyone, without being able to reach your ideal client while the effectiveness of said strategy looks diluted. In this sense, you should focus on knowing which is the group of people likely to be interested in your product or service and more likely to make a purchase.
This, through a segmentation process that gives you the possibility of optimizing the market by specifying the group of potential consumers. Thanks to that, you will have the advantage of reducing costsGiven that you will be able to focus on the ideal audience and optimize the campaign budget, it will not be necessary to carry out trial and error tests. Added to that, you will gain time because you should not analyze in depth the public in question.
Even if you focus on always having the target of your niche identified, you will take advantage of the possibility of consolidate the engagement of your customers, since you will know what they are needing or wanting. With which, you can encourage the creation of a strong bond between your and the target, thus capturing greater attention and interest from the community.
Therefore, ultimately, knowing your ideal audience is essential to have the capacity, as a brand or company, to satisfy their requirements or needs correctly, as well as designing a series of content focused on said group of people. Whereas, this is the best way there is to achieve success through your own efforts.
Learn step by step how to identify your target audience on social media
Although it is true, today, one of the most helpful platforms there is to attract potential customers, are social networks. Therefore, it is valuable know how to identify your target or objective audience.
Through these channels and here, we indicate how to carry it out, step by step:
Establish the main characteristics of what you offer
First of all, it is essential define which ones have the most interesting characteristics of the product or service that you want to provide to your potential customers. Since, this will allow you to know who may be interested, so start an effective marketing strategy.
For this, we recommend you answer the following questions, based on your product or service to offer: What type is it? How should it be used? What is your base price? And once this data is identified, you will be able to have a clearer idea of what kind of users would like to buy or contract what you are offering.
Specify what type of audience you want to captivate
Once you establish the main characteristics of your products or services, you will have the possibility of define what kind of customers you can attract through them. Whereas, it is essential to meet your needs and be able to meet your expectations correctly.
In this step, also It is ideal to point out if you want to address a much more specific audience, within the market niche that you are analyzing. Assuming that, to do it effectively, you will have to add a variable within your offer, in order to capture the attention of such people. Namely, a differentiating factor.
Analyze your customers and those of your competition
Now, third, it’s time to go through an all-key observation process to identify your target audience. So, start with analyze all those users who have purchased any of the products or services that you are providing. Focusing mainly on what kind of people they are, how they express themselves, what their age ranges are, etc.
After you get an idea of who your customers are, it will be time to study the competition or, to the buyers of the competition, specifically. In that sense, you will know what type of clients do they have and what are their characteristics in common. Also, observe which profiles follow your competition on social networks, in order to investigate what customers are looking for and be able to adapt it to your business, in order to offer them a better experience.
Segment your market
Clarified all the above aspects, It is time to work directly with what the market brings you. For this, we recommend that you focus on the age range for which your product or service seems most interesting. Also, defines if it is more useful for men, women or children and investigates what are the greatest needs of these people.
Added to that, You can also base it on where they reside, how much money you can spend depending on their average monthly income, what they do at work, etc. In such a way, it will be much easier to segment all the audience that you have established, in principle, for your business.
Now, we distinguish that the main segmentation aspects that will allow you to define your target are the following (above any other):
- Sex: You must know if your product or service can be focused only on the public maleto the feminine or if possible direct it to both of them. Likewise, it analyzes if it is indicated for children or youthas well as for the whole family.
- Age: According to a age range, your target will belong to a particular generation and the marketing actions to be executed will depend on it. Taking into account that they may be the Baby Boomers (1946 – 1964), generation X (1965 – 1978)the Millennials or generation Y (1979-1996) and generation Z (Since 1997).
- Behaviour: Although they are not easy to establish, the behavior criteria of your target audience it allows you segment better the market to which you will go. Either depending on the type of work, the degree of training, the use of mobile devices, etc.
Take advantage of web analytics tools
Once all of the above is done, you can also help yourself with web analytics tools, with which it is very practical to analyze certain important data about your target, to better outline your marketing strategy. One of the most recognized services for that is “” that manages to measure different aspects of websites to know where users come from and what devices they use, for example.
You can also try with “Facebook Insights” which is a tool allows you to know very well what your target is, through the types of profiles that visit your account, the reach of your posts and the purchasing behavior of users. There is even a solution called “Surveymonkey” that will help you better identify your target audience. creating surveys.
List of the best tools to identify your target on social networks
As we mentioned in the previous part, there are tools…
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