Every business owner, big or small, will tell you that knowing your audience is one of the biggest keys to success, but what do they really mean by this?
Yes, if you are a mechanic then your target audience is anyone with a car and if you are a Certified Public Accountant then anyone who does not want the IRS after them is your target audience through tax season.
While this is a start and the most basic level of audience targeting, there are many more questions you may have to ask based on your industry. Below are some–not all–of the questions you should focus on for a target audience, beyond age, gender, and location:
Now, you may be scratching your head and be like “But, I’m an insurance agent, why do some of these questions matter?” This is fair, but let’s think about it…
You are an insurance agent that sells travel insurance, so your target audiences are young travels or retirees who fit the majority, so these questions can help you appeal to them. Maybe you can offer insurance breaks to high school travelers on their gap year or senior discounts to bring them in. You also can see if you can offer brochures to different destinations or form alliances with travel companies that may offer trips that fit the interests of both these groups (wine tasting tours for retirees and rock climbing excursions for the young travelers–or vice versa!).
Even your office can be arranged to fit the needs of your target audience such as the style of furniture, artwork, and even the lighting can appeal to a certain audience.
Do not have a small business that requires in-office type work? A great way to understand your digital audience is with technology such as Google Analytics that can break down the demographics and help you learn who is digitally checking out your business.
Every industry is different and different questions need to be asked for each industry to ensure you are putting your business together in a way that caters to your audience and keeps them coming back–or referring their friends and family.
How did you hone in on your target audience? Share your tips!
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Socially Dedicated, a Philadelphia-based firm, provides marketing, content creation, public relations, business management consulting and social media management to small businesses. Check out our website or locate us on social media using the icons below.