Who cares about your product or service? And don’t say, everyone, because that’s not the case. Even companies that produce universal products like water bottles have targeted audiences that they pursue. After finding yourself, The next step to creating a solid brand identity is having a hold on who your audience is. Your audience is anyone who is interested in using your product/service. Without your audience, you don’t have a business, so let’s take some time to help you hone in on finding your audience.
Why Find My Audience? Won’t They Find Me?
Short answer? No. In this age, the world is so saturated with numerous companies offering the same set of products. The key to breaking through the noise is understanding exactly who you’re talking to. In this blog post, we’ll walk through finding your ideal audience – the people who are going to use your product/service. You want to know everything about these people, not only because it will make it that much easier and effective to market to them, but also because insight into your audience gives you further insight into your own product. So, let’s get started.
The easiest way to start investigating your audience is by looking at your business. What do you do? What’s your product/service? If you’re a vegan restaurant, then you know you’re going to be serving vegans. If you make soccer shoes, you’ve got an idea of who’s going to be wearing them. If you design a fashionista video game, you know you’re not going to get the same players as Call of Duty fans (or maybe you will – who knows?) Before we dig into more ways of identifying your audience, start by creating a basic idea of who is going to use your products and services based on what it is you provide.
Demographics are a hugely useful tool to use when building an audience. Here are some basic audience demographics to examine when finding your audience:
- Age Range
- Geographic Location
- Socioeconomic level
Having a handle on these key demographics is useful not only in understanding more specifics about who interacts your business but also gives you the information you need when it’s time to run paid ads or create vast marketing campaigns.
While these aren’t as cut-and-dry as putting together audience demographics, they may be arguably more important. Psychographics help you understand what else your audience cares about. Do they watch movies in theaters or prefer to stream them? Do they have their own car or do they use public transportation? What are their interests? How do they receive their news and entertainment? Here are different ways to segment the psychographics of your audience:
- Personality traits
Creating Audience Profiles
Once you have a handle on the demographics and psychographics of your audience, a helpful tool is creating audience profiles. Think of these as stand-ins representing the different members of your audience. Give them a name, details, and other background information. Having profiles of different levels of your audience helps you understand what products to offer them and how to market differently to a different audience. Here are some examples of audience profiles:
- Lindsey (25) works in retail in the Midwest and loves going on weekend camping trips with her friends.
- When Mason (55) isn’t teaching history at the local high school, he’s spending time with his family and teaching himself how to code.
Existing & Potential Audiences
When building your audience profiles and finding your audience altogether, it’s important to think about existing and potential audiences.
Your existing audiences are people who already use your product/service. They know you, they know your brand, and they may have opinions that are helpful for your business. Reach out to these existing audiences. Send them surveys, ask them questions, keep them updated, tell them you appreciate them. Your existing audience is your strongest base for expanding your business, through word-of-mouth, recommendations, and return business. So, take your time in creating solid audience profiles of your existing audiences and create a strategy for interacting with them.
Your potential audiences are those who don’t know about or haven’t used your product/service yet. Maybe you’re working on a new level of your business that expands into a new audience sector. Perhaps these people are just like your existing audience but haven’t had the opportunity to interact with your business yet. Create and test audience profiles outreaching to these new audiences and see what results come back. Maybe the audiences you thought would be interested in your business just aren’t. Maybe you find an entirely new set of audiences you never thought of reaching out to before.
Make sure you develop a good balance between interacting with your existing audiences and doing outreach for potential audiences.
Onto the Next One
We’ve done so much work together! Now, we’ve got a handle on the brand story and the target audiences. What comes next, you ask? The message.