Target Audience: How a Business Can Understand Who to Sell a Product to

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We have collected all the most important things about working with the target audience
08/14/2024 ⏱21 minutes
Target Audience: How a Business Can Understand Who to Sell a Product to
Let's imagine that a new product has appeared in an online store. The company launched an ad, but sales did not increase. There may be many reasons, but most likely the business has incorrectly defined the target audience, CA - that is, people who are potentially interested in the product and are willing to pay for it.

In this article, we will figure out where to jordan phone numbers find and how to understand what your target audience wants.
About the target audience and in 30 seconds
What does the target audience mean for business
What can the target audience be
By what signs is the target audience determined
Where to look for the target audience
How to determine the target audience
How to interact with the target audience
About the target audience in 30 seconds
What does target audience mean for business
Business cannot sell goods and services to everyone on the planet, but only to those who have the opportunity, desire and need to buy it. Therefore, everyone needs to know what the target audience is and who represents it: both a start-up business at the product launch stage and a company that has been on the market for a long time.

Here is why a business also needs to know its target audience:
understand the needs of potential customers. This will help to adapt the product to buyers and thereby increase their loyalty;

develop a communications strategy. All customers communicate differently depending on their age, interests, and education. If a company knows the language of its target audience, it can convey this in communications, such as newsletters, social networks, and a blog;

develop a product or improve an existing one. At the start, a business does not always understand what it is going to sell. Understanding the target audience will help you understand how exactly to improve a product or service. The same goes for existing products. Using target audience analysis, you can change old products and adjust the range;

choose the right promotion channels. If the target audience of your product is young people, you shouldn't launch ads for them on Odnoklassniki. It's better to choose another platform;

create individual offers. You can identify individual customer segments and work with each one individually. For example, a cosmetics store can offer one type of product for people with normal skin and another for people with dry skin.
Why does a business need to know its target audience?
Knowing your target audience helps you understand what your client wants and build a smart marketing strategy
If a company knows how to define the target audience of a product and has at least an abstract portrait of a potential buyer, it can find an approach to the client that will make him remain as loyal as possible and bring in as much profit as possible.
"Without a customer-centric approach, it is impossible to develop a business in the modern market. To survive in an environment with such high competition, you need to understand what messages to convey to the client and how to do it. For this, you need to conduct a deep analysis of the target audience"
Valentina Zykova
Valentina Zykova
Product-manager Brand Analytics
What could be the target audience?
The target audience can be divided into two types:

1. Hypothetical.
2. Actual.

Hypothetical TA. These are customers who are supposedly interested in your offer. This target audience should be formed at the start of the business during product development in order to understand which of its features will attract potential buyers.

Actual TA. It is present in a business that has been operating for a long time and knows exactly who it creates products for and who its marketing activities are addressed to. This target audience is more predictable. It is already known how customers react to mailings and other activities, because marketers have analyzed the target audience. But even if the audience is loyal and seems to positively perceive any changes, it is still necessary to test any new hypothesis.

Let's look at an example.

A bakery opened in city N. The business owners assumed that there would be a greater demand for their baked goods and desserts from college students, which is located across the street from their bakery. This conclusion was made based on two factors:

Geographical - walking distance.

2. Behavioural - students leave the school during breaks to have a snack.

This is the hypothetical target audience.

When the bakery opened, it turned out that the target audience was not interested in such an offer. But the baked goods became popular with parents with children who passed by the bakery in the morning on their way to kindergarten or school.

This is the actual target audience.
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What are the characteristics that determine the target audience?
The criteria for determining the target audience may vary and depend on your industry. But there are also key characteristics that can be used to determine what the target audience includes, who is interested in your product, and who should be targeted in your marketing strategy.

Here are the key characteristics:

Socio-demographic. Education, gender, age, marital status. These are the most basic characteristics of the target audience.

Geographic. City or region of residence, place of work or study. Geographic characteristics are primarily important to companies for which location is a primary sales factor. When a business knows where its customers live and relax, it can choose the right location for its advertising.

Economic. Income level, profession. For example, different product properties will be important to people with different incomes and education: one person cares about the practicality of a thing, another about its environmental friendliness.

Behavioral. How the client interacts with the product, where they come from, how they interact with the site, what sections and products they view most often.
"The data a business collects to understand its target audience should be directly related to the product. For example, if you sell yogurt, you don't need to know what kind of car the customer drives. But at the same time, you need to study consumer behavior, shopping habits, and other information that will help you understand how these people might interact with the product."
Ksenia Troitskaya
Ksenia Troitskaya
Marketer, author of the Telegram channel "Marketing without obscurantism"
The target audience may be similar in demographic, geographic and economic characteristics, but each will have their own value system.

For example, there are two girls aged 20 to 35, living in Moscow, with an average income of 100 thousand rubles per month. One comes to the coffee shop to eat a croissant before work, and the other just to sit at a table with a laptop.

If you focus only on the first, the second will leave, although she is also part of the target audience. Therefore, the owner needs to please both. For example, you can put separate tables for those who like to work in a public place, think about sockets nearby or even a separate area with sound insulation. For croissant lovers, you can expand the range and introduce discounts, for example on Monday mornings on baked goods.
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Where to look for the target audience
To understand how to research the target audience, you need to know what data you need and where to find it. Most of the information can be found in internal analytics systems. One of them is the CRM system. For example, in RetailCRM, all information about purchases and the history of the client's interaction with the store is in his card. Thanks to this, you can, for example, conduct a quantitative analysis: find out who is more among the buyers - men or women, young people or middle-aged people. This information will already be enough to formulate a hypothesis, for example:
I have a skincare store. Among our clients, 85% are women, 15% are men, the average age is 25-35 years. Therefore, greater emphasis in marketing communications should be placed on cosmetics for women: moisturizing and nourishing products. Anti-aging products are less likely to be popular. Clients can come to our store on the recommendation of friends or from an advertising integration with a blogger. It probably makes sense to provide a link directly to the section with products suitable for the target audience
Tracking customer interactions with your site can be done with traffic analytics systems, such as Google Analytics. The data these programs provide you with allows you to draw precise conclusions about the needs of those buyers who are already at least potentially interested in your product. For example, with the help of such analytics, you can find out which product is viewed or added to the cart most often, and then assume why it is not purchased and what needs to be done to encourage a potential client to buy.