Target Audience Template
Identify your potential customers with our Target Audience template.
About the Target Audience template
What is a Target Audience?
Your Target Audience is your pool of potential customers. It is the group of people who might be interested in your product or services. Finding your target audience is an essential step to effective marketing, product development, and the overall business strategy.
What is target audience analysis?
Target audience analysis involves describing your audience in terms of a variety of demographics, including age and gender, as well as income, education, and location, or psychographics like interests and opinions. Analyzing your target audience provides valuable insights for most business functions.
How to use the Target Audience template
Depending on your goals, you can use the target audience template in a variety of ways. For certain marketing campaigns, you might be interested in demographics like age and gender. For other marketing campaigns -- or for product creation -- you might be interested in psychographics like interests and opinions.
The template is particularly useful if you are running several marketing or ad campaigns at the same time, or you are marketing one product while trying to launch another. It allows you to stay organized, sustain momentum, and keep your teams aligned. Here are a few key elements you might include in a given template.
Step 1: Collect demographic data
Demographics are a set of criteria you can use to describe a segment of the population. Some demographics include: age, gender, income, education level, marital status, and occupation. Facebook Audience Insights and Google Trends can help you parse demographic data that you can then file into the template.
Step 2: Collect location data
Even if your business is international, it can help to narrow down your audience by geography or location. For example, maybe your customers are concentrated in a certain country or region. By defining your audience by location, you can be sure to target those areas specifically. Pinpoint your target audience by neighborhood, city, state, country, or region. Again, Facebook Audience Insights and Google Trends might be helpful here, as well as MyBestSegments.
Step 3: Collect psychographic data
Psychographics include attitudes, opinions, interests, and activities. For example, you might be interested in targeting gaming enthusiasts, outdoor climbers, toy collectors, or foodies. As such, they can be a bit harder to measure than demographics and location data. To mine these data, you might need to perform a survey. If a survey isn’t feasible, then you can use Facebook Audience Insights to filter audiences by their interests or opinions.
Psychographic data is powerful because it can be so granular. Instead of simply filtering by gaming enthusiasts, you can target audiences who prefer board games developed by independent creators; rather than just targeting toy collectors, you can look for toy collectors who love to hunt for a good bargain. These data allow you to drill down into the specific personas who are interested in your product or service.
Step 4: Pick 2 to 5 identifiers
Now that you have all these data, it’s time to narrow it down. Why pick 2 to 5 when you have so much to work with? If you only pick 1 or 2, your audience will be so massive that it might as well stand in for the general public. If you pick all of them, then your audience will be so narrow that it’ll be too small to work with.
Step 5: Test your audience
At this point in the process, you have a best guess at your target audience. To figure out how close you are, you can test your audience. Leverage any direct contacts with people who might fall into your target market. If you are marketing a dating app for bicycle enthusiasts, for instance, you might go to a college campus and show students prototypes of the app. Record their opinions. Ask whether they have used a similar service and see if they have any criticisms. If they have never used a similar service, ask if they would be willing to do so in the future. If the target audience seems enthusiastic, you know you’re on the right track.
If it is difficult to approach your target audience on the ground, then you can turn to online tools to achieve the same effect. Subreddits, Facebook groups, and message boards are a good source of data.
When you have tested your audience, don’t be afraid to return to the template. Make adjustments, slice the data in new ways, and perform experiments to get closer to your target.
4 Target Audience Examples
To better understand target audiences, consider the following examples:
1. The target audience for Men’s Warehouse
The target audience for Men’s Warehouse is not only men looking for formal attire, but also the wives and girlfriends who might encourage or influence where their partners shop. By understanding the broader target audience, they’re able to market to all possible customers.
2. The target audience for a McDonald’s marketing campaign
A company can have different target audiences for different marketing campaigns. For example, McDonald’s might have two different campaigns marketing their breakfast menu. One marketed towards white collar workers looking for a way to save time on breakfast before work, and one marketed towards blue collar workers looking for a hot meal to eat at a jobsite.
3. The target audience for an Injury Attorney’s law firm
A law firm specializing in personal injury is going to have a target audience for those that have recently been injured, or that work in fields where injuries are common. Their goal would be to ensure people most likely to need their services knew about them.
4. The target audience for a new business or startup
New companies, especially ones that have yet to launch a product or service, often struggle to find their target audience. In fact, the target audience for a new business might change over time as the company grows and receives product feedback.
Why find your Target Audience?
Finding your target audience is crucial. Every product and marketing campaign is a significant investment in time and resources. To make sure you’re using those resources effectively, it’s important to know who you are marketing to. Finding your target audience helps you ship great products and create crowd-pleasing marketing campaigns.
Why is a Target Audience important?
Customers are the lifeblood of every business. The largest enterprise company and the scrappiest startup have one goal in common: getting more customers. To do so, though, it’s important to know who they are. That’s why it’s crucial to discover your target audience.
Recent studies suggest that over a third of businesses struggle to design effective marketing campaigns, and half don’t know how to reach prospective customers. Finding your target audience is the first step to resolving these issues. Target audience data inform your products and services, pricing, marketing keywords, advertising choices, and design.
When to use the Target Audience template
Use the Target Audience template any time you’d like to understand who is interested in your products or services. You may find this especially beneficial when running multiple marketing or ad campaigns or juggling several projects at a time.
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