Jargon Buster – Target Audience.
From YMG – Digital Marketing Experts in Chelmsford, Essex.
By now you likely know what the Jargon Buster series is all about. We cut out the unnecessariness and get straight down to what you want to know.
So, here’s everything you need to know about Target Audiences:
What Is a Target Audience?
There’s no hidden meaning behind the term ‘target audience’. It’s exactly as you’d expect.
Your target audience is a group of ideal people or individuals that your business wishes to convert into customers or clients. The categories for creating your target audience are almost limitless. From physical features or location to hobbies or work, these can all be used to identify your target audience. The most commonly used categories include age, sex, online hotspots, and location. But, depending on the business, this can be different.
When you have identified your target audience, you should focus your marketing efforts on reaching them.
Do I Need a Target Audience?
The short answer: yes.
The long answer: Yes. But you need to bear in mind one thing before you identify your target audience. A target audience and a well-constructed and researched target audience are two different things.
Without a well-researched target audience, your marketing attempts can reach the wrong type of person. Because of this, you’ll be spending money on marketing that reaches people who are not interested in your business or services.
Let’s look at this idea by using an example.
Imagine your business sells sports equipment designed for people who have sustained injuries. Such as joint supports and braces. Knee supports, back braces, that kind of thing.
Your target audience is ‘People interested in sport’. Using this, you structure your digital marketing campaign around ‘people interested in sport’. A selection of the people that see your ad include:
- Billy, aged 23, who has a season ticket for West Ham United. He hasn’t missed a game in years.
- Samantha, aged 14, likes horses. She sometimes watches her elder sister go horse riding.
- Graham, aged 50, who belongs to a local snooker club. Has used the same cue for over a decade.
- Muaaz, aged 37, who has a casual interest in football but doesn’t know the rules. He supports whichever team he hasn’t heard of.
- Gillian, aged 28, who teachers her niece’s dance group. She prefers it over going to the gym.
- Karen, aged 70, who loves watching cycling. She’s been addicted since the London 2012 Olympics.
Because you didn’t specify your target audience, your advertisements reach different types of people. Some are deeply invested in sports, some aren’t. Looking at this list above, ask yourself how many of them are likely to want equipment for sporting injuries. Because your target audience was so vague, you’ve paid for your ad to reach people that aren’t interested in your business. If they’re not interested in what your business provides, how can you expect them to convert into customers?
Your target audience is ‘Males and females interested in active and physical sports. Aged between 25-40. Some disposable income’. You structure your digital marketing campaign to target this demographic. A selection of the people that see your ad include:
- Peter, aged 32, who plays for a local rugby team with his friends. Has played for the team for many years.
- Aisha, aged 27, who coaches a hockey team. She became a coach due to injury.
- Mel, aged 38, working as a rock-climbing instructor. She often works in Europe.
- Ben, aged 25, a linesman for semi-professional football.
- Mikhail, aged 30, an ex-professional ice skater. Now skates for fun when he can.
Compare these results to the results of scenario 1. In comparison, the demographics in scenario 2 are more likely to show interest in equipment for sporting injuries. This is likely to result in larger volumes of traffic to your landing page and will result in higher numbers of conversions via this.
This is a theoretical example of how small tweaks to your target audience can improve the results of your digital marketing campaigns. If your target audience is unspecific, your marketing campaigns will reach an extremely broad range of people. This results in low conversion rates and money wasted on your campaigns. However, if your target audience is very specific, your campaigns will only reach people fitting these criteria. Because of this, conversion rates will be higher, and your campaigns will be more successful.
How Specific Should My Business’s Target Audience Be?
The more specific you are with your target audience, the less chance you have of wasting money on campaigns with low conversion rates.
Of course, you don’t want to overstuff your ideal target audience. ‘People named Josiah from East Sussex aged 44 born in December on a Tuesday with £50 disposable income weekly with an intolerance to milk’, it might be a little too specific.
But is there a specific number of categories you should include in your target audience?
No, no there isn’t. It’s down to you to use initiative when creating your ideal demographic. It has to include enough categories to remove a lot of irrelevant results, but not so many that your campaigns will miss potential clients.
For more information on areas such as audience profiling, click here.
Correctly identifying the demographics of your target audience is vital. Many business owners often overlook this, and it costs them.
As highlighted earlier, it’s important to detail your target audience enough that you’ll reach your ideal customers. But, if you limit this too much, you run the risk of not reaching enough people and creating enough leads. Creating your target audience demographic is a tricky process. But, yields many rewards when executed correctly.
If you need help identifying your target audience, or need bespoke digital marketing campaigns for your business, get in touch. We work alongside businesses of all sizes, industries, and locations. Helping them achieve new heights and reaching more of their target audience.
YMG are a full-service digital marketing agency based in Chelmsford, Essex. We specialise in the sporting and fitness market. However, our elite sporting principles and services can be used to enhance any business.
YMG are the home of the Jargon Buster series, helping business owners to understand the technical terms of digital marketing.