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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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What about psychographics?

What about psychographics?

Psychographic information helps to explain the personal characteristics of an audience – revealing why people behave in a certain way. Think about the unique traits of your audience and what it is that inspires them to buy your products.
Needs: Look at your business and its products and services. What issues or problems do they solve? What value does your business add to someone’s life? The answers to these questions can help you to understand the motivations behind your customers’ actions.
For example: People buy products from a homeware company because they want make their home a nicer place to live.
This is a useful insight that explains why a customer may use or purchase your products or services. It can help you to demonstrate how your business fulfils their specific needs when you’re talking to them on social media.
Interests, attitudes and values: What are your audience interested in and what do they value most? Is it their time, family, well-being or religion? Does your audience have any interests or hobbies that align with your business? Even if they don’t – consider whether this information can help you improve your offering or message. Really understanding what makes someone tick is key to capturing and maintaining their interest.
Let’s pause for a second. What does your audience enjoy, value or love? Are they food lovers, animal lovers, fashion-focused, career-oriented or sporty? Try to write down 3 – 4 of the most commonly shared values and interests. Then think about how you could use this information to improve your social media activity.
For example: Gym owner Aryan knows his clientele of 30-something professional men share his interest in healthy eating. To engage his social media audience and grow his reach, he shares convenient and nutritious recipes that will suit their busy lifestyles. Soon after, he notices an improvement in engagement and an increase in subscriptions. And his gym is now busier than ever.
Lifestyle: Understanding a customer’s lifestyle can also inform your understanding of their needs and restrictions (e.g. time, money or knowledge). This is where your business can set itself apart. By truly understanding how your products or services fulfil your customers’ needs, you can create a proposition that really appeals to your audience. Not only will you understand how to talk to them about it, you will also know which social channels to talk to them on.

For example: Fashion addict Yogi, is a busy web developer who has little time to update her wardrobe. She recently discovered a dressmaker who shares a weekly collection of new styles on her social profile and takes orders online. Yogi quickly became a regular customer. The convenient service complemented her busy lifestyle and her love of fashion perfectly.
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