How to Find Your Target Audience & Create Content That Connects in 2021
**Originally published February 7th, 2020. Updated March 15th, 2021**
Given the current state of the economy, having a well-defined target market for your brand is more important than ever before. There isn’t a business in existence that can afford to target everyone. But targeting a specific market doesn’t mean you exclude people who do not fit your criteria. Instead, target marketing allows you to focus your marketing budget and brand message on a very specific market that is more likely to purchase your product or service than other markets. It’s a far more affordable, efficient, and effective way to reach potential clients and generate business for your brand.
With a clearly defined target audience, it is much easier to determine where and how to market your company. Here are some tips to help you find your target audience & create content that connects in 2020.
How To Find Your Target Audience
Finding your target audience starts by asking yourself some simple questions:
- What problems does your product or service solve? If you’ve been in business for any period of time, you likely already have some understanding of why your product or service exists. So your content should be directly related to that purpose, as well. This often means resisting the urge to jump on social media trends and sharing funny memes or using trendy buzzwords. If the messaging is not directly connected to your brand mission, it’s likely not a good fit in your content marketing or social media content creation process. This is a year of recovery, and that means budgets might not be where they normally are. Every expense needs to be justified. This makes it especially important to understand exactly what challenges your product or service solves.
- Who are your current customers? So maybe you’re not exactly sure who buys your product or service. If this is the case, there’s no need to panic. There is almost assuredly someone else in your organization that does. So go ask your company’s executives or sales teams for this information if you don’t have it readily available. Segmenting these types of customers may also be necessary. For instance, you can categorize customers based on location, budget, or needs.
- Who is your competition? There’s a good chance you are already familiar with who your obvious competitors are. However, quick searches on Google and social media (particularly on platforms like Facebook and Twitter) can often reveal additional competitors and even upstart competition you may not have been aware of at the moment. Search a keyword or two that are directly related to your industry. Take a look at the businesses that populate as a result of that search. Peruse through their “About Us” pages and feature descriptions. This is a simple, easy way to develop an idea of who your competition is, and what it is that separates them or makes them appealing to consumers. You can use this information to adapt your product or service to be more valuable to your customer base.
- What benefits do customers gain by choosing your brand over your competitors? Does your product or service have features that no one else does? Is there something you can do or offer that is better than anyone else? The answer to these questions can lead you to both finding your specific target audience, as well as help you to optimize your product or service to bring more value to your customers. More than ever before, clients today are looking for answers to specific questions, for solutions that can help save time and costs. Focus your content on how your solution solves problems. And think a step ahead to identify possible objections and have answers ready.
To Understand Your Target Audience, Start With Your Existing Customer Base
Understanding your target audience starts with examining your existing customer base. What does your customer persona look like? What is the demographic of your customers who are your most loyal consumers? To attain a deep understanding of your target audience, it starts with the data.
To truly understand your existing audience, it’s paramount that your company invests in the integrity, accuracy, and relevance of your analytics data. For those who haven’t already, get your goals set up in Google Analytics. The absence of solid, reliable data makes it nearly impossible to measure the quality of your traffic, not to mention you won’t have the ability to extrapolate any kind of meaningful insights about your audience and how best to serve them if you don’t have these data sets.
When your goals are set up correctly within Google Analytics, you can use your data to learn about your customers and make informed decisions about the content and traffic on your website that is most likely to convert. If you’re completely new to Google Analytics, there several wonderful resources online for getting you up-to-speed. Google’s own ‘how-to’ is pretty user-friendly and helpful for those looking to get their analytics up and running.
By clicking on the corresponding Goal Set under the Explorer or Map Overlay tab of your Google Analytics data, you can see the conversion rate for the following traffic data sets.
- Location – Discover where your biggest converting audience comes from under Audience > Geo > Location. This will assist you to create and tailor your content with information on specific regions.
- Traffic Sources – Take a deeper look at your conversions in relation to your audience and goals in Acquisition > All Traffic > Source/Medium. Here you may discover information that can help you more weight your efforts. For example, you may discover that Facebook traffic tends to convert the best. And if that’s the case, you may consider focusing more on your social content and social media techniques.
- Landing Pages – By following the path Behaviour > Site Content > Landing Pages, you can see which content and pages are drawing in a converting audience. Continue creating related pieces to attract more of your audience and increase conversions.
- Technology – This element is often overlooked in analytics, yet is more prevalent than ever as we continue to evolve more and more into a mobile-first landscape. So adapt your content to the devices, browsers, and search engines your audience uses. For instance, if your users are predominantly mobile, a mobile-first approach would be an ideal way to integrate findings within your marketing strategy. This can be analyzed under Audience > Tech > Browser & OS and Audience > Mobile > Overview.
3 Tips on How To Create Content That Connects With Your Target Audience
1. Create Value With The Right Content
One of the key benefits of defining your target audience is that it helps to ensure your content is creating true value for your audience. This not only means choosing topics and styles that are of interest to them but also figuring out what is the best way and the best place to reach them. Where do they spend most of their time online? What types of content would they be most receptive to? Depending on your customer persona, it could be social media, email marketing, or some other online channel.
If your content is hitting the right note, your audience is more likely to share your content, follow you on social media and connect with you. This makes them more likely to become loyal customers. Creating the content that truly impacts your audience can be expedited by partnering with an influencer marketing agency that can put the right content in front of your target audience and create engagement for your brand online.
2. Use Your Customer Persona To Create Engaging Content
It doesn’t matter how much time, care, or commitment you put into creating your content. The harsh reality is that it won’t be successful unless it resonates with your audience. So to increase the chances of creating successful content campaigns, you must understand what your target audience is looking for.
Think about it. How can you create targeted content if you’re not sure who you are trying to reach? Simply creating pieces and hoping someone finds value in them is just throwing something at the wall and hoping it sticks. You’re only wasting your time and money. You need to truly understand who your content is for before you begin developing a content strategy. If you don’t already have one developed, creating a customer persona is an ideal way to create highly targeted content that delivers results.
3. Focus On Delivering Content That Connects and Resonates With Your Audience
Defining your target audience indeed takes time, but the impact and results make the effort more than worthwhile. Once you now truly understand who you’re targeting, it’s much easier to begin developing the right content and the right message and create the type of content that truly resonates with your audience. This will not only will you save time and money, but you’ll also get a far better return on your marketing investment. Once you have established the groundwork of your customer persona, stay consistent with your content and brand message to create trust and loyalty with your brand.