Defining your target audience and why this is important!
Why is it so important to know who your target audience is?
Knowing your target audience can give a business direction and potentially save the business money. It can help you speak to potential clients on the right platforms, in the right tone and build lasting relationships.
So, what is a ‘Target Audience’?
Here is a definition of a Target Audience:
“A target audience is a group of people identified as likely customers of a business. People in a target audience share demographic similarities, such as age, location, or socioeconomic status. Defining a target audience helps create more efficient marketing messages.”
As you can see a target audience is the demographic of people most likely to be interested in your business. These people are normally identified through similar demographic traits including, (this list is not exhaustive):
- Age
- Gender
- Location
- Education
- Socioeconomic status
- Attitudes
- Beliefs
- Fear
- Aspirations
Knowing the attributes of your ideal customers allows you to speak to and influence them effectively through your marketing efforts. Your target audience is the people who are most likely to become your customers because they match your products and services.
Why define your ‘Target Audience’?
We know that this sounds challenging but the benefits of defining your target audience really do pay off. By understanding who you are selling to you can:
- tailor your marketing to make sure you are talking to them in a tone that they will respond to
- show empathy towards their problems or concerns
- ensure that you are talking to them through the right medium i.e., the correct magazines, website, social media platforms etc.
Identifying these factors could save you money and help your business to thrive.
The end goal of defining your target audience is to convert this group of people into loyal customers, who are enthusiasts of your company’s beautiful jewellery!
Remember, you can’t be everything to everyone! So, think hard about your business and brand. Focus on a core group of people and on delivering the best jewellery, service, and value for them.
Jewellers can have a few different target audiences, but it is important to understand which target audience you are communicating to at any given time.
So, where do you begin?
- Look at your existing customers.
Who are they? How often do they buy from you? What do they buy? How do they buy? (online, at your shop, at events etc.) What do they like about your business? What don’t they like about your business?
Also, how do you currently talk to your customers? Are they engaged? What social media platforms are they on? What publications do they read? Where else do they shop? What other websites do they look at?
By looking at your existing customers you can see the type of people that buy from you. This is a great starting point when thinking about your target audience.
It is also important to keep asking these questions as your business grows.
