Finding Your Target Audience
Alright Babes. You have your big idea and plan for getting it started. You already know the problem that you’re solving. You already know your WHY and your reason for wanting to solve that problem. But do you know who your audience are?
When you know your audience you can cater your branding, your messaging, your advertising…anything important to them. So everything really! This blog will cover how to work out who your audience are.
1. Start with your competitors.
Look at people in the same industry as you, whether they are direct competitors or just overlapping. Their audience will be your audience. This can be as simple as pursuing instagram and clicking through the most engaged followers. This will give you a good idea of the audience demographic (age, gender) as well as their interests.
2. Look at your location.
Is your business locational? For example if you are a eyelashes specialist your audience will only be those who can physically get to you. This means you can be more targeted with your location. In New Zealand there is quite a large movement for buy Kiwi-made, so even a wide locational target like nationwide can inform your audience. If your business is online based it really can be people from anywhere - this is where knowing their interest and needs will be very important.
3. Consider their mindset.
When you began by solving a problem, you will have been spurred on by a mindset. This will be similar to your audiences. For example, if your skincare business came about because you were frustrated at not being able to find ethically made but affordable products, then your audience will be those who share that frustration. What are their challenges and pain points? What are their goals? The shared mindset can encompasses a wide range of locations and demographics, but is key when it comes to targeting your messaging.
4. Create an audience persona
Using all of the above you can create an audience persona for each of the audience groups. This will help you as a) something to refer back to whenever you need, and b) a way to visualise your audience whenever you create content for them. This is almost a fictional character that has the same pain points, needs, goals as your audience. We have 4 audience personas at BBS, because we have 4 slightly different audiences who have slightly different needs.
5. Find your audience
Use your personas to work out what things, places, people your audience would engage with. The personas will help with this as by imaging each as an individual person you get an idea of what they like - for example one of our audience personas is a freelance creative. We started exploring and researching where these people go for information, what they are interested in, and used this as a guide for targeting them.
Delve deeper into each persona - What social platforms do they use? What influencers do they engage with? What are their outside or work interests? What are their lifestyles like? What brands do they love…. Etc. This will give you an idea of where they are, what content they enjoy and search for and other brands you could even collab with.
As always Babes, hit us with any questions or tips you would like answered on the blog. And sign up to get the latest advice below!