When embarking upon any public relations activity it’s important to define who your target audience is to make sure you’re hitting the mark when it comes to reaching the right people.
If for example you’re selling skateboards then winning a feature in Saga Magazine aimed at retired people probably isn’t ideal.
Target audience is a group of people who are most likely interested in your product or service and they can be defined by certain characteristics and demographics that they share.
Understanding your potential customers has a big influence on your campaign’s performance and overall brand awareness, as statistics show that 91% of consumers are more likely to shop with brands who cater to their needs and treat them in a personal manner.
Benefits of a clearly defined target audience
Targeting a certain group gives you a chance to connect and build strong relationships with the people who are genuinely interested in your product, service or cause.
You can tailor your campaign messaging and approach to talk directly with your future customers, instead of trying to reach everyone.
This way you can use your time more effectively because you don’t have to invest your marketing efforts into audiences where there is little prospect of converting people into customers.
It’s also cost-effective because you can focus your spending on an appropriate strategy that you know will reach the market you’re trying to pursue.
What to consider
Now that we know why having a target audience is so important, let’s look at how to identify who you should target your campaign to.
The best place to start is analysing your current customer base - what are the similarities that connect the people who value your brand?
Look at where they live, what is the main age range and gender ratio, do they have any defining traits, what industries they work in and what does their lifestyle look like.
If we’re dealing with a new brand then instead of examining the current clientele, think of who is your ideal customer.
Once you’ve built up the profile of your average customer or client, you should figure out what is the most effective way to reach them.
What kind of media do they consume? Are they active on social media, if so, which platforms and how do they use them? Or maybe they’re best reached through suitable non-media tools, like events, sponsorships, conferences or newsletters.
For example, media consumption statistics show that Gen Z is most active across social media platforms, millennials are the biggest consumers of online press and engagement with TV and radio increases in line with age.
Taking the time to gain valuable insight on what your clients resonate with will definitely contribute to maximising the success of your business.
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