Target audience: keys to get to know it and get closer to it

Every brand needs to define its target audiences to be clear about which segment to target. Also know as targetthis concept refers to a group of people with certain characteristics who are considered as the consumers to whom a business aims.

In previous articles we saw . In this post we are going to develop the topic of messagebecause before putting together what to communicate, there are certain things that you have to define.

The first thing you have to keep in mind is who are you talking to, who are going to be the people who receive what you want to say. This is important because it changes the construction of the message itself.

So the main thing is define your target audienceyour target, your “ideal client”. It is not the same to put together content with a generic audience in mind than to limit it to a group of people with certain characteristics.

The notion of target audience becomes especially relevant when planning a marketing campaign. Like any strategic action, it requires prior planning which, in this case, includes understanding which market segment you are looking to capture.

Understanding the importance of the point, in this article we share 3 steps to follow to identify and get closer to your target audience. Let’s go!

Define demographic characteristics

The first step in defining your audience is think about the most direct or “hard” characteristics such as age, gender, occupation, location, income, and marital status.

Some of these things are going to depend solely on your product and your intentions of who you want your customers to be. But for others, you will need help from other tools.

These are some that we suggest you incorporate into your communication strategy:

• : If your brand has a Facebook page or an Instagram profile, you have access to this tool that shows you demographic information about who is interacting with your page.
• : Allows you to see important information about your web page, such as who is looking at it, how they got to it, and how long they stay.
• Surveys: Asking your existing customers a few relevant questions can give you invaluable information about them. Simple but effective. There are free tools like or .

Get to know you better target

Once you have defined the demographic part, you can move forward with “softer” features for example hobbies and interests. The objective of this step is to be able to get to know your target audience and being able to be empathic with the.

What does this mean? Understand what motivates them, what their problems are, their needs and how they feel about it. Really put yourself in their shoes.

think all this It will help you a lot when it comes to putting together communication of your brand because you are going to know what are the concerns that you need to solve, the doubts to answer with the text that you put together.

How to do it? Today we are lucky to have digital fonts such as social networks and blogs. You can learn a lot about your target audience in these places if you know where to look:

• Social networks: They allow you to see what their interests are, what content they are already consuming, commenting on and sharing. Also, see what other brands they like and consume. Type: take advantage of the information that Instagram offers in the ‘Public’ and ‘Statistics’ tabs. This can also help you better understand your potential customers already raise a solid sales strategy on this network. Learn like a pro!
• blogging: you can enter the blogs and other online publications of your industry and that your target audience consumes, and read the comments they leave, what they think.
• groups or forums– Whether on social media or off, groups and forums are a great place to see what concerns your target audience is coming up with.
• referents or : see who they follow on social networks, who they “listen” as referents of the subject or the industry.
• Client interviews: if you also have access to your clients personally, do not miss out on that contact to ask them questions and get to know them better. In the event that your business is 100% virtual, you always have the option of the virtual surveys that we mentioned above.

Decide how to speak to your target audience

Once you have the first two steps complete, you will have a great level of awareness of your target audience. You will be able to know not only who they are but what things “mobilize” them.

From all that, you will be in perfect condition to define how to communicate with them. Because that is the challenge: learning to write in such a way that clients and potential consumers feel identified and can relate with your brand.

How to do it? Something that is very helpful for this process is To form a copy bank (text bank) to be able to understand how your audience usually speaks and expresses itself. You can use the same sources that we listed in the previous point. For example: entering groups or viewing the pages of influencers on social networks and reading the comments. This can give you super valuable information because they are your direct words.

Finally, this instance of defining who you are talking to and how you are going to communicate with them is also a opportunity to reinforce your identitysince when putting together your message you are going to take into account your target audience but also the “voice” of your brand.