Identifying your audience is a bit more challenging than it appears. Every person on the planet buys products and services, but not all of them are going to buy your products or services. Creating your ideal customer avatar doesn’t have to be scary, though. Here are three easy ways to ID your customers so that you can market to them strategically and effectively.
IDENTIFY YOUR PRIMARY, SECONDARY & TERTIARY AUDIENCES
There are three types of audiences you need to keep in mind when you’re marketing your business, and identifying these three audiences will allow you to speak directly to them in all of your marketing copy. Get out your pen and paper and start ID-ing…
PRIMARY AUDIENCE
Your primary audience is your ideal client—the perfect customer that checks every box. Take some time to think about the client you’d love to have walk through your door. How old are they? What are their needs? Why do they need your product or service? What will convince them to buy your product or service over your competitors’?
SECONDARY AUDIENCE
Your secondary audience is made up of customers that will bring in revenue, but need a bit more convincing than your primary audience. Think about what this customer looks like and how you’d talk to them through your marketing copy.
TERTIARY AUDIENCE
Your tertiary audience are the people who don’t buy from you, so you might not spend a ton of marketing effort or budget on them, but you still want to keep them in mind from time to time. These are the people who might not directly increase your revenue, but they might tell their friends about you, and one of those friends might fit into your primary or secondary audiences.
TARGET YOUR AUDIENCE: BREAK DOWN DEMOGRAPHICS
Targeting your audience by demographics might seem singular or exclusive, but it can be incredibly helpful. Determining your demographics allows you to define your audiences by age, gender, education level, location, occupation, and more.
Just because you exclude a certain age group or income bracket from your target audiences doesn’t mean you won’t take those customers; it just means that you’re specifying your market. You want to be as specific as possible when you’re talking to your audience because it allows you to speak directly to their needs and pain points, making your message more impactful and effective.
PSYCHOGRAPHICS: PUT YOURSELF IN YOUR AUDIENCE’S SHOES
It’s time to get psychological. Take a moment to put yourself in the mind of your various audiences. Identify their needs, pain points, passions, interests and motivations. Write all of these things down and explore them.
The more you explore your audience’s mind, the more you learn why they buy. Once you know why someone buys what they do, you can tailor your messaging to resonate directly with your audience, clients and customers.
Want help identifying your audience and streamlining your marketing strategy? Drop me a line.
Image credit: Canva