The target audience is all people who are or may become your buyers in the future, and who are interested in your company’s products or services. To create an effective and efficient advertising strategy that will guarantee success for a business that works during Shopify to Woocommerce migration in the market, you need to know the target audience (TA) face to face.
Describing your target audience is a simple technique, but it is the same foundation on which you will build all your marketing and business activities in the future. Understanding the goals, motivations, fears, needs, and problems of the target audience is the right way to competent planning and business development in any field.
Let’s take a look at why it’s so important, break down examples of how to describe your target audience, and learn about common mistakes that TA gets in the way of making a profit.
The ability to work with TA allows you to always be one step ahead of your competitors. It is necessary to analyze consumers:
- entrepreneurs in the field of e-commerce;
- managers of contextual and targeted advertising;
- copywriters to write texts that sell.
Hopes for spontaneous purchases in modern realities are utopia, and in highly competitive spheres, they are completely absurd.
Description of TA is absolutely indispensable when the following works are carried out:
- business planning;
- search for new clients;
- personalized offers;
- development of an online store;
- preparation of UTP;
- promotion of a personal blog or development of groups in social networks;
- reduction of advertising costs (determination of optimal advertising channels, setting of targeting);
- conducting PR campaigns and various marketing activities;
- business scaling, expansion of the client base.
By ignoring the stage of describing the target audience, you risk wasting your advertising budget by directing your marketing resources to groups of people who, in principle, do not need your product. TA for business is an effective way to increase sales while minimizing the cost of marketing tools.
Examples of Target Audience Description
Firstly, it should be understood that the description and significant characteristics of TA are more difficult to collect, the wider it is.
Blurred characteristics of TA
Detergent. Let’s answer the question – who buys it? Women aged 22-60 years. Such an answer absolutely does not take into account the features of the product. It is not known to which price category the product belongs, for which type of washing it is intended, whether it has additional properties, or whether it is hypoallergenic or not. A more precise description should include, at a minimum:
- marital status;
- average profit;
- presence of children;
- the amount of free time;
- attitude to environmental problems, etc.
These data are also not exhaustive, but they can already bring you closer to a sale. A vague description threatens excessively high costs for advertising (and up to 70% of the budget will be wasted), low competitiveness of the product, and its probable failure on the market.
How to Understand Your Target Audience?
A comprehensive description will not be limited to sociodemographic and behavioral characteristics. In order to create advertising messages that hit the “pains” of a potential buyer, it is necessary to understand what problems and tasks he wants to solve with the help of your goods and services. Therefore, TA needs to be segmented.
If, for example, all potential customers of a cleaning company need cleanliness, then the reasons for contacting them can be very different:
- acute lack of free time (working for young families);
- lack of appropriate inventory and special tools (owners of apartments who rent them out);
- the need for regular office cleaning (businessmen, entrepreneurs).
Therefore, each segment of the target audience will respond to a special advertising message addressed specifically to it and corresponding to its individual needs.
We hope our simple tips and rules will help you decide on your target audience, as easily as possible.