If you are reading this article, it means that you offer products or services that need to be promoted and advertised in every possible way. And just as the theater begins with a hanger, so a successful advertising promotion must begin with a matter of paramount importance — correctly identifying your target audience. This is the alpha and omega of marketing, advertising and any business.
After all, how else can you correctly send an advertising message if you yourself do not know exactly who your message is intended for? How to define your target audience correctly? Read in the material estet-portal.com!
How to determine the target audience in steps
Remember the main truth: advertise any business without first drawing a portrait of the target audience — it's like shooting sparrows with a cannon. That is, if you try to sell a narrowly focused service or product to everyone, then most likely you will not be able to sell to anyone at all.
The more accurately you can get an idea of your audience, the more accurately you will be able to tailor ads to the needs of specific people and prove to potential customers that it is you who can help them meet a certain need or solve a problem.
Let's figure out how to easily define your target audience step by step.
There are several main steps to determine the target audience:
- Basic Factors.
- Sphere of interest.
- Financial Opportunities
- Tasks or problems.
Now let's go through each item separately.
Basic Factors means demographic and geographic criteria — gender, age, place of residence.
For example, the services of a cosmetologist in Kyiv are designed mainly for girls and women aged 14 to 65 living in Kyiv. This will be the main target audience.
Studying the area of interest of your target audience involves a more painstaking process, but as a result you will be able to see not just hypothetical customers, but real people who will be easier to contact in advertising.
You can explore the interests of your audience in several ways:
Study the thematic groups (communities) in social networks, paying attention to which publications collect the most activity of — likes, comments, reposts. By the way, in the future you can use these groups for your advertising publications for an audience already warmed up on your topic.
Identify keywords in social media search. You just need to enter the most common phrases and words on your topic — and you will get a list of people who have mentioned them. Now it's up to the small — view the profiles of your potential customers.
Financial possibilities of the audience — it is, in other words, the solvency of your potential customers. At this step, you can stumble and return to basics.
If, for example, after the previous steps, you have a portrait of a young student, and you are promoting luxury services, then it becomes clear that you have clearly missed the target audience, because only a small percentage of the participants in the resulting audience has enough financial opportunities for your business . Then we start the whole process of determination from the beginning, taking into account the identified errors.
Tasks or problems — the most understandable point, but at the same time the most difficult to determine.
You need to understand exactly and just as accurately describe: what tasks does your product or service perform for the client? What problem is he helping him solve? If you can clearly and concisely, "without water" answer these questions, then you will already have a base for further advertising promotion.
For example, you — beautician and want to reach a younger audience than you have previously worked with. You have determined that your target audience in this case — these are girls and girls from 13-14 to 18 years old, living in the city in which you are receiving. Such girls are active in social networks in thematic publics, where it is easy to promote the services of a cosmetologist. Basically, they are struggling with skin problems inherent in puberty — oily sheen, enlarged pores, inflammation, rashes and acne.
Solvency of the audience — average (here you have to focus on the income of the parents). Now you can easily answer the questions on which services you need to focus on in an advertising publication in order to attract the attention of such a target audience.
The more clearly and deeply you define your target audience, the better the result of advertising will be. We also advise you to find some zest in a service or product, which in the eyes of customers will become a ready-made solution to their problem or task.
And do not forget to periodically review the portrait of the target audience if you launch new projects, products or services — it can be different for each subspecies!
If you don't want to spend your precious time identifying the target audience and building an advertising strategy — Feel free to contact us!
The estet-portal.com team has extensive experience in promoting medical and cosmetology professionals, using an individual approach to each and comprehensive advertising promotion simultaneously through several channels to attract customers.
We hope you found our tips helpful!
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