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Lesson 1 - How to Defining your target audience

1. Some useful expressions 2. Why is it important to understand your target audience? 3. Making your social media marketing more effective 4. Informing your social media marketing strategy 5. Defining your target audience 6. Key takeouts Quick Links Digital Marketing      Target Audience      Social Media Marketing      Online Presence      Content Marketing Audience Traffic
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How to define your target audience with demographics?

How to define your target audience with demographics?

Let's start with demographics


 Age: What age group will your audience most likely be?
Top tip: Millennials (20 – 30-year-olds) will often interact with businesses through social media in a very different way to their parents (40 – 50-year-olds). Millennials are likely to be more active throughout the day on their smartphone, whereas their parents may only access social media once or twice a week and may prefer to use their desktop computer.

 Gender: Are they mostly men or women or is there an equal split?
Men and women often have different tastes and preferences, meaning a focus on one over the other could be useful to establish early on.

 Location: Does your business rely on customers coming into your store or can they make purchases online? If you rely heavily on them coming to you, make sure you adapt your social media activity to those who are local to you.

 For example: It is no use advertising your beauty store in Mumbai to an audience in Bangalore. They are unlikely to visit if it’s too far away!

 Language: Which language(s) do they speak?
To improve your reach and engage more customers in a multilingual area, translate your content into the most widely used languages. Think about which language(s) your audience speak and tailor your content to them. While some social channels automatically translate – not all can. To be safe, check twice before posting.

 Occupation and income: Are your customers mostly university students, housewives or busy working professionals? You can learn a lot about your audience’s buying behaviour by looking at their occupation and income.

 For example: University students often have less disposable income but may have more time to shop around for the best deal. Working professionals may have more money to spend but less time to spare. Compare the two groups. How do their needs differ? What role does social media play in their lives?

 Top tip: Working professionals are known to access social media during their commute to and from work. To capture their attention, try to post during the morning or evening.

 Marital or family status: Are your customers mostly married? Do they have children, and if so, what age?
Understanding this may reveal some interesting insights into what really moves your audience to take action.

 For example: Konal owns a barber shop and he knows that the majority of his clients are young dads. Knowing that this is a key part of his target audience, he decides to tailor the content on his Twitter feed to their interests. He posts funny snippets of “father-son” conversations he overhears in his barber shop on Twitter. He finds he gets more followers and more dads start bringing their sons with them to have a haircut together.

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