10 Ways to Locate Your Target Audience

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Today, businesses and brands need to develop effective marketing strategies in order to be successful. Locating your target audience is the first step. It will help you understand the wants and needs of customers that your business should be catering for.

Defining the target audience makes the process of converting potential first-time customers into loyal, returners much easier. “Brand Loyalty is worth 10x more than a single purchase.” (Nuraini).

Not sure where to start? We’ve got your covered. This article will go over the different types of target audiences, some tips on how to further define the target audience,  and 10 different ways to help your business locate the target audience

What is a target audience?

 

A target audience is the particular group of people that your company wants to build a lasting relationship with. These are the people your marketing needs to be intended for.

It makes sense that a customer will become more loyal to brands whose marketing feels intended or tailor made for that customer. Capturing the target audience’s attention should be your priority.

Types of target audiences

 

A target audience can be further defined by analyzing various demographic groupings, behavioral patterns, as well as any relevant qualitative or quantitative information.

This information is meant to showcase the associations audience members have who are likeminded in some way. This process is called audience segmentation The four main types of target audience segmentation are:

1. Geographic- where the audience is

The wants and needs of people located in the same area or environment tend to be similar. Geographic segmentation helps to create content that appeals to target audiences in a specific country, city, or region. It can also important to consider the season, the weather, and even the time zone.

2. Demographic- who the audience is objectively

Audiences are segmented based on relevant statistical data. These are things like age, gender, family situation, location, income, education level, ethnicity, and other factors. This kind of information is readily available, or it can be obtained through market research.

3. Psychographic- who the audience is subjectively. 

Audiences are segmented based on qualitative characteristics such as traits, values, motivations, beliefs, interests, and lifestyles. This kind of information is not readily available and can only be obtained through certain forms of market research that will be covered later on.

4. Behavioral- How the audience acts & reacts 

Behavioral audience segmentation is based on any information related to a person’s past interactions with marketing organizations. It also provides insights on how person will behave in the future. Consumers are grouped according to things like brand interactions, purchasing patterns, spending patterns, behavioral patterns while online, etc.

Target audiences are different between companies and industries. It is a good idea to figure out exactly who your ideal target audience is, with as much specificity as possible.

10 Ways to locate the target audience:

 

1. Start with a Broad Audience then Narrow it Down

If you limit your audience size too early on, you could lose out on key demographics that would otherwise participate with your business. Starting broad keeps this from happening.

2. Segment/ Group the Audience to better define the Target Audience

This is where the types of target audience segmentation types listed above come into play. Group your audience utilizing these audience types to get a better understanding of the kind of people you want to market towards.

3. Create a Persona for the Ideal Candidate for your Target Audience 

Based off of the information gathered from audience segmentation, build a customer persona. Think of it as the ideal person that your company wants to be in business with. This makes it easier to recognize similar attributes and values within demographics you would otherwise overlook.

4. Define Who the Target Audience Is Not

There are going to be groups who have no interest or no relation to your business. Its important to recognize these groups so you can get a clearer view of who your target audience is and who your marketing strategies should be designed for.

5. Analyze the Current Customer/Client Base

The easiest way to locate your target audience is to base it off of your company’s current customer/client base. These people are already engaging with your marketing so learning about them will help give a better sense of who the target audience is. Use this when building ideal customer personas.

6. Analyze Your Products/Services 

Understanding the products/services of your business gives insight into giving audiences a reason to make purchases. Determine the role your offerings play in the life of a consumer. If you can better understand why someone would want your products/services, it is easier to identify who you need to engage with

7. Analyze & Cross Reference Competitor’s Customer Base

This is similar to #5, analyzing your own customer base. Looking at your competitor’s audience and engagement level could give insight on marketing tricks you aren’t using. This could reveal demographics within the target audience you are not currently aware of.

8. Identify Industry Trends

Target audiences are not a constant thing. They morph and change depending on what is current or trendy. Understanding and identifying trends will keep you from creating marketing designs that are outdated or are intended for audience type that are no longer relevant.

9. Engage Directly with Audiences

The best way to learn about your target audience is to engage with them directly. By getting audience input/opinions, your business can learn what is working, what’s not, and maybe some ways on how to reach your target audience more effectively.

10. Stay Objective & Avoid Making Assumptions About the Audience. 

A business cannot build an effective or lasting relationship with customers based on bias. Assumptions will only negatively impact business because they are not based on facts. Having an objective view of your audience will allow you to participate with demographics you would otherwise neglect.

Conclusion

 

Locating and Defining the Target audience is the foundation for creating effective marketing designs. In this article, we have established what goes into locating the Target audience as well as some insightful tricks to make this process easier for your business. Now that you have the tools, it is up to you to put them into effect.

 

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Zachary (Jack) Street bio picture

Zachary (Jack) Street

I am originally from Denver, CO. I graduated from Montana State University Spring 2023 with a Bachelors Degree in English. In my free time I like to write, read, and enjoy the great outdoors anyway that I can.

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