Are you targeting the right people or worse still none at all?
Defining your target audience to give your brand the edge. This video explains how to define your target audience and wider brand audience segments so you can effectively target the right audience for your brand with focused messaging and campaigns.
In this video, I explain how you can get clear on your target audience and define key audience segments around your main target audience. The video gives you 3 tips on how to define your target audience to give your brand the edge.
If you want to learn more about defining your brand’s target audience we outline a step by step process in the free guide below and how to build out your audience segments for different levels of customer.
How to define your brand’s target audience – Worksheet Download – https://bit.ly/2UtP2pp
Are you targeting the right audience or worse still none at all? And why this could mean you don’t have the brand you think you do.
Hi and welcome to weekly brand tips brought to you by elements, brand management, weekly videos, designed to help you to unlock your brand’s potential. So you can stand out from the competition and create impact. So are you targeting the right audience or worse still none at all? If you watch this video until the end, I’ll give you some tips to help you to define your target audience and a link to a resource that will help you to define yours and fill it out.
So we touched on the biggest mistake. Most brands make in a previous video, which you can see here. And in that video, we talked about how a brand is built in your audience’s mind through a combination of all interactions they have with your brand. So if a brand is built in the mind of your audience and you’ve defined your audience, are you targeting the right people? That will resonate with your product and service. You could say that the wrong audience is equal to no audience and that no audience is the same as having no brand or at least one that is resonating with the people that you are actually reaching. So with this in mind, a lot of brands tend to think their audience is very broad or worse still that it’s everyone, it’s not everyone. Your audience needs to be defined to a core target group or multiple segments around that target audience.
Trying to create a brand that reaches everyone or a very broad audience is a near impossible task and it’s your job as a brand and business owner to clearly define your audience, who they are and more importantly, who they’re not. If you focus on a niche or a smaller audience, you have a very good chance. If you’re a smaller business of competing with larger ones and getting really clear on your marketing and your messaging. Personas are really good way to do this, so building our personas for your target audience, but before we’ve even started on this point, we want to first identify our target audience and audience segments. Most brands have multiple levels of segments or audiences that they deal with on a day to day basis.
So how can you begin to define your target audience as a step that we do in our Brand workshops with our clients, whether that’s virtual or in person, and we define six audience segments or parts of your target audience, and build those out with demographics and psychographics. We give these a letter so they’re easy to remember, easy to identify when you’re talking about a particular campaign or a content marketing strategy and each of these segments is built up of a slight variation on your target audience.
So we start off with A, A a stands for aspirational aspirational customers and clients that you like to work with. So it could be celebrity endorsers. It could be celebrity, Instagram influencers. It might be global corporations, if you deal with services or products that go globally.
B, B stands for the high end customer. So these are people potentially are dealing with your high end products and services that’s what the B audience is all about.
C is your sweet spot. So your main target audience is in your in your C bucket and this is the core and the center of this audience, demographic.
D is your negative audience. So that might be a complete mirror of the C audience and in a lot of cases, it is with a slight difference. So it could be, the D audience, the negative audience is just not ready for your product or service. It’s really important to define this because it helps to even further define the C audience. So it might be that they have exactly the same demographics and psychographics as the D audience or the D audience just isn’t ready for your product or service. It might also be that they have slightly different values, so if you’re a design agency or if you are. A company that builds our innovative products, potentially design is quite high on your list in terms of what your product is all about and what you put into it. Well, the D audience might be exactly the same as a C audience, they just don’t value design at all, they value cost. So this, this could be where the negative audience is.
Then we have the E audience which is low end audience. So this is entry level might be that if you had a online course, This is where they would come in, so the E level is for entry level products so an online course that then leads into a C, which could be online consultancy or a consultant kind of service.
Then we have the O audience and that is other so that’s affiliates, collaborators, other companies you can partner up with in some kind of way.
Once you defined these audience segments, you want to look into building them out with demographics and psychographics. So demographics are age, gender location, marital status, education level, income level, background. Psychographics are interests, hobbies, values, lifestyle, and behavior. And you also want to put in some of the main causes of friction they have around your product or service.
In the resource that you can get in the link in the description what you’ll find is there’s an easy way for you to fill this out and the buckets and the segments are laid out for you to fill out, just to make it easier. Once you’ve done this, the next step is to build out your buyer personas for each bucket. That’s kind of beyond the scope of this video, but if you look out for the next video, there’ll be some information in that, all about building buyer personas for your brand.
To sum up most brands don’t effectively define their target audience and the ones that do generally define it far too broad. Take the time to clearly define your target audience and the individual audience segments that you deal with on a daily basis. It’s really important for your business and it’s important for your audience because without that you don’t have a brand.