Who do you want to buy your product? Who can buy your product? Who influences the person who will buy your product? Who supports your product?
Defining your target audience is the first step in creating a successful digital campaign or launching a social property. Honestly, if I had a nickel for every time a client shared an extremely broad target audience description I’d be wearing new pair of Lucchese kicks.
For a multitude of reasons, defining your target audience is important. For starters, it’s important because the internet is a big place. In fact, nearly 90 percent of Americans use the internet.
Let’s break it down in terms of advertising. Digital advertising is effective due to it’s highly-measurable and easily-adjustable format; however, with restrictive budgets, a targeted demographic can eliminate unnecessary spending and ensure higher conversion rates.
Example Target Audience Profiles
- Buys your product
- 28 years old
- Oklahoma State University alumna
- Lives in Kansas City, MO.
- Gets her news from NPR, CNN and USA TODAY
- Reads articles from LinkedIn and Twitter
- Watches Stranger Things
- Listens to This American Life, The Garth Channel on SIRIUSXM, and Gilmore Guys
- Influences Martha's purchasing decisions
- 42 years old
- University of Southern California alumna
- Lives in Nashville, TN.
- Gets her news from FOX News, NPR and The Washington Post
- Reads anything her wine group suggests
- Watches LIVE! With Kelly, The Bachelor and The Mindy Project
- Listens to Bobby Bones
- Supports your product and industry
- 19 years old
- University of Illinois student
- Lives in Urbana–Champaign, IL.
- Gets her news from Reddit, Snapchat and Google News
- Reads The Black Sheep
- Watches anything on Hulu
- Listens to curated Spotify lists
Once you’ve identified who you’re targeting, writing copy for digital ads, social content, or for your brand’s blog becomes less daunting.