If you want to make your voice heard and reach the right people in the vast sea of the internet, target audience analysis is one of the most important compasses for you.
This analysis helps you find your ideal customers and communicate effectively with them, just like a sailor plotting his course by looking at the stars.
If you want to make a place for your brand in the developing digital world, you should identify the right target audience and manage digital marketing processes accordingly.
So what is the target audience?
The target audience is the people to whom a brand or business wants to market its product/service. In an infinitely wide and diverse market, it is very important to reach the ‘audience that will prefer your products’ to increase your brand sales.
In order to reach the right audience/persons, you need to analyze the target audience in the most accurate way and include it in marketing processes.
What is Target Audience Analysis?
Target audience analysis is the process of identifying and understanding the people who will be most interested in your product or service. Learning who these people are, what they like/dislike, what kind of needs they have and what behaviors they exhibit will help you set up your marketing strategy correctly and get the best results.
You can liken audience analysis to solving a puzzle. You have pieces and you are trying to put them together to create a profile of your ideal customer. These pieces may include the following:
- Demographic information: Age, gender, income level, education level, occupation, etc.
- Geographical location: Where people live
- Interests: Hobbies, passions, favorite things
- Behaviors: How they use the internet, which platforms they are active on, what kind of content they are interested in
- Needs: Problems they are trying to solve, products or services they are looking for.
With these pieces that enable segmenting the target audience, you can create the first profile of your own audience and better understand the people you want to address.
With the right target audience analysis;
- Brand awareness,
- Conversion rates,
- Sales
- You can increase your market network.
In today’s digital media, competitors increase every millisecond. It is of great importance to reach the right target audience to get out of the increasing competitive environment with the least damage and to be successful!
How to do target audience analysis to reach the right target audience? And examples of target audience analysis’ let’s examine them all together.
How to Target Audience Analysis?
Target audience analysis forms the basis of marketing strategy. Unless you identify the right target audience, it will be difficult to achieve target sales and conversions. For this, you need to select the potential target audience in the most accurate way and address them with the best marketing campaigns.
Let’s take a look at how to do the target audience analysis you need to direct your marketing efforts to the right target audience.
-
Identify Your Targets
Before starting a target audience analysis, it is important to determine what/why you want to do this analysis! For example, are you considering a new product launch, do you want to increase the market share of an existing product, or do you want to improve overall customer conversion/satisfaction?
Identifying your objectives within your competitor market will help you analyze the audience you want to reach, their behaviors and interests.
For example, you are a brand in the jewelry industry and you have introduced a new product called ‘stone clasp’. You want to attract people to this new product because it is different from accessories such as necklaces and bracelets. Since it is a new product, the target audience here will be a little different from others. For example, closed women may not need a clasp with stones.
-
Define Your Target Audience
You can learn who your target audience is by using the data you collect from various sources. In the light of this information, you can see the demographic information, interests and behaviors of the target audience.
-
Collect Existing Data
Knowing your current data is crucial if you want to achieve high conversions. Analyzing the current situation will help you determine the order of importance of the goals going forward.
You can get this data from sources such as website analytics, social media data, Instagram’s professional dashboard, customer surveys, and customer conversions.
While analyzing social media target audience; Instagram’s professional dashboard area allows you to collect a lot of data. This area, which provides information about the status of existing posts, interaction rates, successes and what you can do to gain more success, is an excellent guide for Instagram audience analysis.
-
Analyze the Data
After collecting the existing data, you need to analyze the data that will allow you to reach the potential target audience. Analyzing the data of the marketing channels you use during the analysis phase will give you an idea about many issues. Among the methods you can use for analysis:
When doing Instagram audience analysis, you can analyze the ‘Followers’ area in the professional dashboard section to define your target audience
From this field;
- Follower rate (following, removing, etc.)
- Main locations (city and country)
- Age range
- Gender
- And most importantly, you can create your own graph by seeing the ‘most active times’.
When you will do audience analysis for SEO: Manual SERP research, Google Analytics and Google Search Console analysis will be very useful for you.
For manual research, you can Google your own industry/niche and examine the top 10 websites that users prefer and visit the most. You can also use Google tools to measure how users interact with your website.
Google Search Console allows you to get clear information about what queries users are using and which pages they are accessing. Google Analytics, on the other hand, allows you to perform broader analysis, allowing you to see metrics such as users’ demographics, on-site behavior, and the channels through which they come to your website.
-
Build the Buyer Audience
You have reached the stage of creating the buyer target audience in the light of the data you have collected from the panels of marketing channels. At this stage, you should bring together the information you gathered in the previous stages.
As an example of target audience analysis, let’s go from the top example:
You are a business in the jewelry industry and in the light of the data you have collected, let’s assume that your potential audience is between the ages of 18-35, living in Istanbul and female customers.
You have introduced a new product called ‘buckle with stones’ and started marketing it. You will need to divide the target audience we have just created as a buyer audience. If your product appeals to the upper segment in terms of price, rather than university students; you can choose self-employed, working women as the target audience.
Creating the buyer audience will be of great benefit in terms of knowing the general situation of the customers you want to address and preparing content planning accordingly.
-
Continuously Follow the Target Audience
After analyzing and determining the goals, target audience and available data, you can start marketing efforts to reach the created buyer audience.
However, the most important thing you should not forget here:
Target audience analysis is not a one-time study!
Yes, you did not hear wrong! Due to changing socio-economic conditions and user behavior, you need to analyze your target audience periodically and measure how they interact with your content.
If you want your marketing campaign to be successful, you should periodically analyze your target audience and examine their feedback about your product/service.
For this, you can use techniques such as surveys and interviews to analyze the feedback you receive from your current campaign and make some changes.
We can define the stages of target audience analysis in 6 articles.
Web and social media platforms are changing and improving every day. We want to get out of the marketing processes in the most successful way against the algorithm that gets smarter every second.
In order for your brand to be minimally affected by the changing conditions and to gain a solid place in the expanding market, you should make the best target audience analysis.
Why is Target Audience Analysis Important?
- Enables You to Reach the Right Audience
The better you know your target audience, the better you can tailor your marketing messages and products to their needs and interests. This makes your marketing efforts more effective.
- More Efficient Use of Your Marketing Budget
When you know the target audience, you can focus on showing your ads and other marketing activities to the right people. In this way, you can reduce unnecessary expenses and use your marketing budget more efficiently.
- Increases Customer Satisfaction
When you offer products/services that meet the needs and desires of your customers, customer satisfaction increases. This, in turn, increases loyal customer base and repeat purchase behavior.
- It Lets You Stay Ahead of the Competition
If you want to differentiate from your competitors and increase your market share, you need to understand the target audience better than others. You can get ahead of your competitors by offering innovative products/services that meet the needs of your target audience.
- Helps You Improve Your Products and Services
By receiving and analyzing feedback from your target audience, you can gain valuable insights to improve your product/service. This will help you better meet your customers’ expectations and achieve your marketing goals.
Audience analysis is important for businesses of all sizes. If you are a small entrepreneur or a small business, it is crucial to know your target audience well in order to make the best use of your marketing budget and time!
For a large company, it is important to constantly analyze your target audience to maintain your market share and expand into new markets.
Other articles that may be relevant:
