TARGET SITE AUDIENCE
Characteristics of the target audience
The specific category of people to whom the brand’s advertising efforts are aimed is the target audience of the business or product. It includes not only a cash customer base, but also potential buyers of the company’s products, which have yet to be won to strengthen market positions. This article will discuss the basic laws for identifying and working with the target audience, the types of target audience and segments of the target audience.
The popular marketing phrase “something for everyone” does not work. You cannot produce “something for everyone,” because “everyone” is not your customer. Moreover, you can not apply this approach when creating a site. This approach is not a strategy, but a waste of effort and budget. Imagine that you in your company decided to combine a human resources department with a sales department. If an employee has a question about personnel, then he will not know who to contact in this department.
What is the understanding of the target audience for?
So is the site: it must solve specific problems of a specific group of users. Therefore, you need to determine how to find the target audience, and already develop specific content for the audience. Moreover, it’s important not just the interest in a particular topic, to a particular product, but the willingness and ability to buy this product.
We summarize why we need to determine the target audience in business:
To make sure you create that content for those people.
To better understand how to create content that meets the tastes and interests of readers.
To increase conversion.
Target Advertising Audience – Key Laws
The study of the target audience of the site or business allows you to focus advertising efforts on a clear group of users, properly build communication, specialize and position the product for a specific type of client. Proper segmentation of the target audience allows you to better understand the boundaries of your market. It is determined using various criteria of the target audience:
geographical criterion: residents of a certain region;
social and demographic criteria: gender, age, income, position in society, occupation;
psychological criteria: political views, values, aspirations;
behavioral criteria: the nature of consumer behavior.
For example, if people live outside your delivery area or cannot afford your product, they don’t reach your target audience.
The search for the target audience should also be complemented by a determination of its size: this will help assess the market capacity, and therefore the return on advertising investments and prospects for long-term business growth.
Segment and target audience – differences
There is a difference between the target market and the target audience. Do not confuse them, although these are close concepts. The target market is the totality of all the people who are potentially interested in your product, and the target audience is those people who are targeting your marketing efforts, that is, those who can respond by acting on your marketing assets.
By marketing assets, we mean a landing page, brand pages on social networks, email newsletters, etc. The target audience is smaller than your target market, but it should also be segmented to send messages more precisely and in a timely manner.
The core and periphery of the target audience
Target audience includes core and peripherals. The core includes the most active and interested customers, who provide the bulk of sales and profits. This part of the audience has the highest need for your product and uses it most often. Accordingly, the audience is divided into the main (core) and indirect (peripherals).
In brand promotion, priority is given to the main target audience, as it is the direct initiator of the purchase. The priority of the indirect audience is less high, since it plays a passive role in the process of purchasing goods.
For example, who is the primary and who is the secondary audience for toy sellers? The core of the audience are children, as they are the initiators – they force parents to buy a toy. And parents act as peripherals, because although they buy goods, they do not use it and often make purchases under pressure from the child. Accordingly, the communications of toy manufacturers will be directed to children.
Types of Target Audience
The secondary or indirect target audience often gets to the site by accident, through search queries, it may end up buying something, but much less often. Indirect users spend no more than a minute on the site, open a couple of categories and leave. Some of them are just looking for information, someone is a specific product, but not sure what exactly is yours.
Thus, three groups can be distinguished:
wishing to receive information;
Those wishing to make choices and comparing products;
wishing to purchase specifically your service.
It is clear that the main efforts should be directed to the third group, additional ones to the second, and you can work with the first according to the residual principle.