What is a target audience and how do you find yours?

What is a target audience?

A target audience is a group of people that a company addresses with its products, specific offerings, messages, or similar communications. The target audience is relevant to the entire business, but plays a particularly decisive role in marketing, where the goal is precisely to make the right group of people (the target audience) aware of your product and thereby generate sales.
It is therefore essential, first and foremost, to know your target audience and then to use this knowledge in your marketing and across the business as a whole.

How do you find your target audience? Target audience analysis in 5 simple steps

So how do you identify your target audience? You do so by first conducting a target audience analysis and definition: who in the market is relevant to us, what characterises them, and how do we obtain this knowledge?

Here are 5 steps to conducting a target audience analysis and identifying your target audience!

Analyse your product/service: What characterises it, and who does it attract?
Analyse your competitors: Who do they target, and how do you differ from them in terms of who you attract?
Geographic analysis of your customers: Where do your customers live or spend their time?
Demographic analysis of your customers: What characterises your customers in terms of age, gender, interests, etc.?
Psychographic analysis of your customers: What characterises your customers in terms of social status, preferences, behaviour, etc.

Which you then use to determine how best to market yourself, including: choice of channels, media, messages, and more.

Use your target audience!

Once you know your target audience, it is time to put it to work! That means building your marketing strategy around it — speaking to your target audience in the right tone of voice, choosing media accordingly, and shaping your messages, content, and more.
Your marketing and digital strategy should indeed be grounded in the target audience and their customer journey. That is how success is created when it comes to marketing.