Successful promotion starts with analyzing the business’s target audience. Knowing the people or companies ready to buy a product helps build a marketing strategy, create ads, and select advertising platforms. In this article, we’ll examine how to correctly identify potential clients and use this data for promotion.
What is a target audience and what types are there?
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The target audience consists of everyone who fits your offer. Potential clients can include both individuals and companies, depending on the product or service. For example, mothers are interested in children’s toys, while welding specialists and related organizations seek professional welding machines. In marketing, audiences for businesses fall into several categories.
By readiness to buy: The primary and indirect audiences differ by their willingness to purchase. The core target audience consists of people and companies ready to buy. They already use a similar product or service but show interest in your unique offer. The indirect target audience includes those who influence purchasing decisions.
For instance, a hair salon specializing in wedding styling might target women as the primary audience, while stylists who help choose an image make up the indirect audience.
By demand: Audiences fall into “cold,” “warm,” and “hot” categories. Some individuals don’t yet have a need for the product — this is the “cold” audience. Others are considering similar products but still have doubts and objections — they form the “warm” group. Finally, those ready to buy “here and now” make up the “hot” group.
For example, a “hot” audience for a ski seller includes people who regularly visit ski resorts. A “warm” audience consists of those choosing between skis and skates, while a “cold” audience is made up of people not yet interested in sports. You can tailor ads for each category, but the formats and content should differ.
Cold, warm, and hot audiences: The “cold” audience doesn’t need the product yet, the “warm” audience compares options, and the “hot” audience shows interest in your offer.
By type: B2C and B2B clients. Business audiences include either:
- B2C (business-to-consumer): Individuals
- B2B (business-to-business): Companies
Why Businesses Need to Study Their Audience
Refine the product range: Understanding the audience helps present products or services better, highlight advantages, and increase sales. A hairdressing salon focused on a younger crowd, for example, can offer trendy coloring options, while catering to older clients with more conservative styles.
Launch advertising: Learning we are what we share do you carethe needs, behavior patterns, and habits of your target audience lets you adapt ad texts and websites. A handmade cake manufacturer, for instance, might emphasize individual design and natural ingredients, while a large confectionery factory highlights a wide range and affordability.
Build a content strategy: Based on the audience’s gender, age, interests, and shopping habits, you can create specific content for the platforms they frequent. More about content marketing was discussed in another article.
How to Conduct Target Audience Analysis
To understand the target audience, business owners or marketers need to conduct research.
Identify your competitors’ target audience: Look at companies that are your direct and indirect competitors. For example, a seller of loft-style tables would compete with custom furniture manufacturers and interior designers, catering to customers with similar buying habits and income levels.
Mass-produced furniture, which targets a different price range, wouldn’t compete in this case.
Explore competitors’ social media communities ru number list examine their followers—gender, age, location, and other interests. A parser can help you analyze these communities efficiently. Additionally, review customer feedback about competitors, focusing on both positive and negative points.
For example, if buyers of a competitor’s tables mention difficult assembly, it highlights an important concern for your potential customers.
Analyze your customers:
Use surveys to gather feedback after purchase, contact customers by phone, or meet in person to understand their preferences better.
Website analysis: Study your CRM data and use tools like Yandex metrics to analyze visitor demographics, website activity, and brand loyalty. This data helps refine your marketing strategy.
Work with the sales department: Listen to sales calls to learn about customer objections and questions. Sales managers can also track frequently asked questions for further insights.
Once you’ve completed the analysis, segment the audience and clarify its characteristics.
What is target audience segmentation and how to do it
You can divide your target audience into segments based on similar characteristics:
- Demographics: Gender, age, location, occupation, and income level.
- Values: Interests, views on life, education, and family status.
- Behavior: Habits, shopping styles (spontaneous or deliberate), media consumption, and advertising preferences.
- Interest in the product: “Cold,” “warm,” or “hot” audience.
For the B2B audience, segmentation uses different principles:
- Company characteristics: Business size, industry, revenue, and turnover.
- Buyer characteristics: Which employee seeks the product or service, and what aspects they prioritize.
Content for each segment must address specific needs. For example, buyers with a mid-range budget might prefer practical wooden tables, while premium customers might favor custom designs or engraved models.
