The concept of public-bowel it is very popular, especially when it comes to Marketing and Sales strategies.
It is from the definition of the target audience that oriented and assertive strategies can be developed, with good chances of positive results.
In short, the target audience is a specific group of people, usually consumers or organizations, who share a very similar profile, such as the same level of education, socioeconomic level, interests, among others.
The idea of the target audience is to have a segmentation of the market, making it possible to draw a more objective communication.
After all, imagine selling the service manual hydraulic forklift repair for the entire market segment, with no focus and no marketing direction. It is the famous saying “shoot everywhere, without hitting anyone”.
Therefore, defining a target audience is targeting the right people, that is, those who are really interested in your product or service.
How do I define my target audience?
After understanding a little more about the target audience, it is time to define its characteristics, according to the type of product or service that the company offers.
For this, it is necessary to answer the following questions: What are the advantages of your product / service for people? And who are the people who benefit from your product / service?
For example, let's imagine a very specific product: the double mechanical seal.
The component is used in rotating machines in the industrial sector, so the main advantages that the part offers are:
- Repair of industrial machinery;
- Better equipment performance;
- Reduction of corrective maintenance;
- Failure reduction during operation.
Likewise, the people who benefit from the seal are, in general, belonging to the industrial sector.
Thus, the profile of buyers already differs there, as they do not have the same characteristics as an end consumer, interested in clothing.
However, it must be remembered that different audiences can purchase the same product.
In the previous example, although the label is of interest to people in the industrial sector, these same customers can also buy clothing, although the profile of the target audience changes in each of these products.
In addition, the same target audience can consume more than one product or service.
That is, the profile of buyers of the mechanical seal may also be interested in the cap screw gauge, a tool widely used in the industry.
Remember that the definition of your target audience encompasses a series of information, including people's consumption habits, preferences, hobbies, the region where they live and buy, the socioeconomic level, education, among other characteristics.
Thus, the more information you have about your target audience, the greater the chances of targeting assertive campaigns.
Tips for getting information about the target audience
The best way to get information about your customers and thus define a target audience is to choose research.
You can design your own survey, with direct questions to your buyers, with information relevant to your business. Or, it is possible to collect data through online forms and questionnaires.
The important thing is to add as much information as possible, with a significant volume of participants, so that it is possible to have statistical validity, that is, to transform people's responses into numbers.
- Income (annual or monthly earnings);
- Level of schooling;
- Marital status;
It is also worth checking if your product or service is a valid solution for companies (B2B businesses) or individuals (B2C), as this also interferes with the way a marketing campaign is oriented.
Currently, the characteristics of the target audience are used to create personas, that is, semi-fictional characters of the company's ideal client.
In this way, one can humanize the target audience and, thus, direct the strategies even more.
A person has a well-defined identity, while the target audience is a more general representation of the customer's profile.
Even when working with personas, you create stories that to humanize the character, all to get as close as possible to the image of the buyers.
Even if you want to work with the persona, it is essential to define who your target audience is. After all, it is the first step towards understanding your company's audience and niche.
This text was originally developed by the blog team Investment Guide, where you can find hundreds of informative content about various segments.