In today’s business climate, it’s almost impossible to become successful without identifying and understanding your target audience.
That’s exactly how important this tool is! Your target audience is the most efficient and effective way to guide your marketing efforts, whether that’s in website copy, paid ads, or leaflet distribution.
Never heard of a target audience before, or want to learn more about who your target audience is? Read on for some expert advice.
What is a target audience?
A target audience is a group of people who are likely to enquire about your services or buy your products. All businesses have one, but some can have even more than one.
What groups your target audience together? Well, they all share a few key characteristics, which we’ll go into later. By identifying and understanding these characteristics, you can fine-tune your marketing strategy and solidify your messaging for campaigns that truly resonate with your star buyers.
Why does a target audience matter?
Your target audience should be the backbone of every marketing decision you make. After all, the people within your target audience group are the people you are trying to reach with every piece of marketing material you sign off, so they always need to be at the front and centre of your mind.
Identifying and learning about your target audience can also:
- Maximise your Return On Investment (ROI): Gain peace of mind knowing you’re putting your time, budget, and energy into the people who will convert and make you money.
- Keep your messaging relevant: When you speak directly to your audience’s needs and find solutions for their pain points, your messaging will stay consistent and relevant.
- Build brand loyalty: Your audience will subconsciously notice and return to businesses that address their needs.
- Stay ahead of your competitors: When you put time and effort into learning about your target audience, you’ll have an edge over your competitors.
So, what happens if you don’t use a target audience to your advantage when marketing your brand? You’ll be spreading yourself too thin and without any tangible results.
Don’t make your job harder for yourself. Having a target audience will actually make your efforts easier in the long run!
Key target audience demographics you need to know
To get to know your target audience, demographics are key. A demographic is a specific characteristic that your target audience shares, and it helps paint a clear picture of the people who want to invest in your brand.
The key demographics you need to know to identify your target audience include:
1. Age
Different age groups have different preferences when it comes to how they communicate, buy products, and enquire about services. For instance, Gen Z prefers a social media approach, whereas Baby Boomers prefer reliable print marketing.
Being able to tailor your marketing content to the age of your target audience will improve engagement and get you the results you’re looking for.
2. Gender
Just like age, the gender of your target audience can also influence buying decisions, as well as their general interests and values.
Take a look at your brand or business and consider whether it’s more geared towards men, women, or a gender-diverse audience. You can then use this information to guide the imagery, tone, and messaging you use.
3. Location
Location is an important demographic, especially if you only provide services within a specific area or you only ship products to a particular location.
You don’t want to be advertising worldwide shipping if you can only ship to the UK! Similarly, you also don’t want to provide services across the North if you only operate in Northumberland, for example.
Try to get as specific as you can. Knowing the general location (or locations) of your target audience can also help guide your messaging with cultural references, language, and seasonal promotions.
4. Income
At the end of the day, unless you’re a not-for-profit, business is about money. Knowing your target audience’s income can help you price and position your products and services by tailoring them to those who are likely to invest.
5. Occupation
Do you run a B2B (business-to-business) or a B2C (business-to-consumer) operation? This is also hugely important in helping you decide whether to target other company decision-makers or consumers, such as students, creatives, or parents.
6. Pain points
Demographics will tell you about your target audience, but their pain points will uncover what they need from you as a business.
Why do people buy your products or use your services? What solutions do your offerings bring to them? Success grows when businesses offer products or services that fix the problems of their consumers.
How to use target audience demographics
Identifying and understanding your target audience is one thing, but knowing how to apply this information is another.
Here’s what to do with it:
- Create buyer personas to paint a picture of your ‘ideal’ customer. Go as detailed as you like! Some business owners even give them names, hobbies, and extra flourishes to get a well-rounded understanding.
- Guide your messaging by reviewing the copy of your current marketing campaigns. Does it align with your target audience, or does it need to be updated?
- Refine which marketing channels you’re using, such as TikTok, Facebook, LinkedIn, Instagram, leaflet distribution, or email newsletters. Which channels will your target audience respond to best? Get rid of any that don’t align.
Reach your target audience with leaflet distribution services in Essex
At Essex Leaflet Angel, our leaflet distribution services are designed to connect you directly with your target audience in a specific area.
Our pricing will always be transparent.
- We charge £45 per 1,000 leaflets for deliveries of up to 8,000 leaflets.
- For orders of more than 8,000 leaflets, the rate is reduced to £40 per 1,000 leaflets.
Look at the distribution areas we cover, enquire via our contact form, or call our team on 01702 780 027 for more information.