When you work with our web design team to develop your company’s marketing strategy and efforts, you will hear the term “target audience” quite a bit. What does this mean? In every business, your goal is to sell your product or service. But, who are you selling to and, perhaps most importantly, how can you reach them?
At our West Chester, PA website design company, we often hear about companies who are having a hard time getting the right people to their website. They may have traffic – or website visitors – but they do not have buyers. Why aren’t your customers picking up the phone to order from you? Why aren’t they staying on your website long? There are many reasons this could be, but at the heart of it is reaching the right people.
Let’s Explain – So What Is a Target Audience?
The easiest way to describe a target audience is by considering who walks into your business right now. Who is your typical customer? Many factors play a role in who this person is. For example, if you are a home improvement company, your target audience is homeowners in your local area. If you sell chiropractic services, your target audience may also be local, but they may be a certain aged person or those with a specific injury.
Here’s a big mistake many companies make. When they describe their target audience, they focus on who they want to be their audience. Of course, you want certain groups of people especially if income plays a role in who is likely to buy from you. However, it is very important to address who is already buying from you and who can benefit from your services.
On the other hand, some companies create a large target audience. They may believe anyone can buy their product or use their service. This may be true, but by defining who is most likely to do so, is going to help you create a marketing plan that reaches that group of people more effectively. And, that’s the ultimate goal.
With your target audience defined, you can then create a marketing plan and a website that captures those leads more effectively.
How to Define Your Target Audience
Considering this information, answer a few questions about your target customers. This can help you to get a better idea of what your marketing campaign should look like.
Who is your current customer base?
- What are the demographics of the people who currently come into your location or call you?
- What common interests do these people have?
- Where do they live?
- What other products and services do they buy?
Who is buying from your competition?
- If your product or service is not unique, who is your competition?
- What demographics do those customers share?
- How do they find your competition? This could be online, through referrals, or through third-party sources.
- What niche market of customers may you be ignoring that your competition is taking advantage of?
Who can use your products or services?
- List out the features of the products and services you offer. Then, list out the benefits of those features. Who could benefit from them?
- Who in your area would be interested in this benefit?
- Conduct market research. This can be one of the best ways to specifically address this need.
What is the demographics of your customer base?
- What is the typical age and gender of your most common buyer?
- Where do they live or work?
- What is their income level?
- What educational level, marital status, occupation, or ethnic background are your customers?
What are the psychographic features of your audience?
- What type of personality does your customer have?
- What type of lifestyle are these individuals living?
- Do they share some common behavior or value?
- Do your target audience members share a specific hobby?
There is a great deal of information to gather here. As noted, it may be best to conduct some market research if you are not hitting your target audience with your marketing campaigns. Most of the time, though, your digital design company can help you not just determine who this audience is, but also help you to create a marketing plan that reaches them.
When you use our West Chester, PA web design service, you gain insight into what all of your options are for defining and capturing your ideal, target customer. In doing so, you end up getting more customers in the door who are willing and wanting to buy from you.