Nearly $38 billion is wasted annually on campaigns that fail to engage the right audience. Marketers must create personalized and targeted experiences for the right audience to grab their attention in the sea of marketing campaigns for different brands competing in a particular niche.
If your client has approached you to elevate their online presence, your team needs to understand the ideal buyer comprehensively to make informed decisions about timing, media, and messaging.
Digital marketing specialists at Rocket Driver, a leading white label marketing agency, are here to help your agency identify your client’s target audience to help drive better results.
Finding the Target Audience
Nearly $38 billion is wasted annually on campaigns that fail to engage the right audience. Target audience refers to the specific group of potential customers that might be interested in the services or products offered by your client. These people should ideally be the targets of their advertising campaigns.
Income, gender, age, interests, location, and many other factors dictate who will be considered part of any brand’s target audience. Depending on your client’s sales, their target audience can be broad or niche.
Either way, defining and segmenting the target audience is crucial to determine the right message that will resonate with the consumers. It will also help identify the channels they use more than others to help you determine which platforms to focus on.
Why is the Benefit of Determining the Target Audience for Your Clients?
Understanding the target audience is integral to successful marketing campaigns. Markets can use the insights to define further marketing strategies. Airing an ad during the Super Bowl might be expensive, even if it’s more likely to get millions of impressions. But, depending on your client’s offerings, maybe only a handful of viewers would actually be interested.
Knowing what publications your target audience reads or which channels they consume more often will help target the right people. The right media will help achieve significantly better ROI for the marketing efforts your agency makes for your client.
A survey reveals that 83% of consumers today are attracted to businesses that offer personalized interactions. Gaining a better understanding of the target audience also enhances customer communication, enabling your client to build a better relationship with those directly interested in their brand.
Moreover, the target audience plays a crucial role in the path to purchase. They can either be categorized as the decision maker or the supporter. Sometimes the decision-makers will be women who want to purchase Old Spice for their partners instead of younger men. If such an insight is found by your team, the creative team must redirect the focus to target women rather than men who will ultimately use the product.
Meanwhile, if it’s a product that a child might want as a Christmas gift, but they cannot directly make the purchase, they’re supporters. The campaign must then be developed with messaging that speaks to customers in both roles.
In a nutshell, determining the target audience correctly will allow your agency to become better equipped with insights that will help roll out campaigns that speak to particular personas and coincide with the values and interests of consumers most likely to convert.
Target Market Vs Target Audience: Is There A Difference?
Target market refers to consumers’ businesses’ plans to reach or sell with tailored marketing strategies. Meanwhile, the target audience is the segment or group within the target market that’s being served in all the marketing campaigns.
Simply put, the target audience is a more specific subset of the target market. While the term target audience can be used interchangeably with the target market, the vice versa isn’t true. This is because a target market doesn’t always mean a target audience.
Top Types of Target Audiences To Know About
The target audiences can be segmented further into categories, such as interests, location, intent, reference, and more. Most marketers break up target audiences in three ways.
This refers to the separation of groups based on varied interests, including entertainment preferences or hobbies. Marketers can use this to curate personalized data-driven campaigns to connect with the right audience in meaningful ways to increase brand loyalty.
#2- Purchase Intention
Marketers can define groups of consumers looking for particular products or services, such as new car seat covers or people looking to upgrade their entertainment systems. It will help gain insights into audiences’ pain points, enabling you to create tailored campaigns that efficiently address their needs.
This category refers to people sharing common experiences, such as entertainment fandoms, diabetic people, etc. Understanding the target audience’s motivations allows for gaining insights into the groups the brand is trying to connect with.
How to Identify the Right Target Audience
#1- Analyze the Existing Customer Base with Insightful Interviews
Identify the client’s existing consumer demographics – where they live and work or the age group and background they belong to, their interests, and age, among other things – to spot insightful patterns. You can use the information to identify the factors that differentiate repeat consumers from one-time ones.
Make use of customer surveys or set up interviews to understand what attracts them to a particular brand or product. These insights can be used to identify which benefits to highlight in future creatives.
You can also ask them where they spend more time, on which digital platforms or conventional mediums, or seek general advice concerning the marketing as well as the product itself. The information is handy when you strategize the client’s marketing channels.
#2- Identify Trends Through Market Research and Competitor Analyses
Follow up with the latest trends in the relevant industry through market research. Use this information to identify groups that are relevant but left out, along with any gaps in the market that your client’s product or services can fill.
Observe patterns for similar commodities to see where they’re focusing their efforts and hone in on the unique value your client’s brand offers. Also, check which offline and online channels competitors use and whom their campaigns frequently target – the supporter or the decision-maker.
#3- Create Personas
Use data-driven insights to create personas that will help drill down the particular segments that make up the major chunk of your client’s target audience. If your client’s product or service appeals to a wide swath of customers, persona creation can offer many benefits.
Determine the personalities, demographics, intents, interests, and needs of the target customers. Base the personas on Google Analytics data, digital engagements, surveys, statistical samplings, social media metrics, and other information your team can pull from to gain comprehensive insights into the psyche of buyers.
Develop at least four to six personas, including favorite publications, TV shows, OTT shows, hobbies, and so on. Interaction with more customers and gathering more data will help increase the accuracy of the information you’ve captured about the target audience.
Make sure to optimize the marketing efforts and media buying decisions with the evolving needs of the changing market dynamics. If you’re finding it challenging, partner with Rocket Driver to ensure all the SEO practices, content, links, web design, and other things make it easier for your client’s website and digital marketing efforts to meet the right target audience.
Our team uses cutting-edge white label agency tools to tick off all the boxes that will help your clients really get their websites and other campaigns to attract more traffic in the most profitable manner.
Browse our reviews if you want to outsource digital marketing solutions to a reputable white label SEO marketing agency. Watch the video or book a demo with Tom Lombardi to learn more about our comprehensive white label marketing solutions.
Call now at 212-548-4433 to discuss which services will help you elevate the online presence of your clients.