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Why Every Business Needs a Target Audience

           You may think that by attracting every potential consumer to your business, you'll have a large consumer base who is loyal and willing to purchase all your services or products. However, this is a counterintuitive strategy. The way to effectively gain customers is by narrowing your consumer base down to a target audience. Focusing on a target market will help you develop marketing strategies and product designs that will attract consumers who genuinely matter to your business.

What is a Target Audience?

           A target audience is a group of consumers you aim to market your product towards. These are consumers whom you believe will find value in your product or service. Designing business strategies around a target audience involves looking into everything from their behaviour, attitude, values, income, education, age, and much more.

The Importance of a Target Audience

           Research shows that trying to appeal to every consumer is no longer going to work for businesses. The market is far too saturated, and you need to have a clear and focused purpose with your product/ service. Understanding the needs and interests of a particular group of consumers provides you with the information to properly market your business to the right people and get them understanding why they need your product. 

Precise Marketing

Looking at your current consumer base will allow you to form an effective marketing strategy for this group. For example, knowing the commonly used social media platforms among a demographic could guide your business to focus on advertising on that platform. Knowing trends among your group of consumers could allow you to implement these trends into your marketing. With more precision comes more effective marketing.

Saving Time and Money

Once you know your target market, you're no longer spending hundreds and even thousands of dollars on inefficient marketing plans. This focus allows you to design products and create marketing strategies for your existing consumer base.

How to Better Market Towards Your Target Audience

           There are generally four factors to think of that help refine or better appeal to your target audience. This information can help you understand how your product works for different groups of people.

Demographic

It's essential to think about your consumer base's age group, gender, income, and profession in terms of demographics. This gives insight into your consumer's lifestyle and what is most appealing to them. For example, if you're selling luxury handbags, targeting women with a middle to high income would be the most practical.

Geographic

           Thinking of where your consumers live is an essential part of a marketing strategy as well. For example, advertising clothing for colder climates makes more sense in regions where people experience winter and snow.   

Psychographic

           This factor is reliant on the morals, values, and interests of your consumers. Psychographics is critical to consider because you can appeal to many demographics by advocating for a universal social and environmental issue such as climate change or animal cruelty. If marketed correctly, you can gain a loyal fan base through this. 

Behavioural

           As evident in the name, this relates to how your consumers behave. For example, what would consumers do if they saw the price for this service? Would my consumers come back to use my business services, or would they be more attracted to my competitors? The behavioural factor looks into how certain aspects of your business affect consumer behaviour and what they would do in response to your business.

When you think about these four factors, it becomes much easier to cater to your target audience's marketing. With a focus and understanding of a target audience, you're on your way to earning a group of loyal consumers. 

About Al Toukhi

Al Toukhi is a Saudi Arabian Strategy Consultant with over 19 years of experience in Branding, Marketing, Digital Strategy, execution & He developed branding and digital strategies Projects in public and local Companies leading the development of the company's corporate digital strategy and transformation in KSA, Dubai and Jordan.

Waleed Al Toukhi is a strategy expert in digital Branding & Marketing for business. Strategy builder and executer, a Marketer who thrives in transforming business through unconventional creativity and Adaptive technology with over 19 years' experience in Marketing Communication and Digital Marketing.