In business, understanding your target audience, meaning your potential customers in most cases, is crucial. Without understanding all of the various facets that make up your target audience, you can’t provide targeted messaging, and without targeted messaging, you’re likely to have a harder time marketing and selling your products and services. To learn more about targeted messaging, click here.

Defining Your Target Audience

In the quest to define your target audience, there are a few things to consider. First, who is most likely to benefit from the products and services your company offers? Moreover, what problems or concerns do your products and services address?

Next, think about why consumers will want your products or services. Are you offering a solution without a problem? Think about what your company specifically solves to issue targeted messages. Your reasons can be simple or complex, but they do exist, and it’s your job to find them. Try to put yourself in the shoes of someone in your target audience, and consider things from their point of view.

How Does Your Audience Change Over Time?

Even when you’ve nailed down your target audience, remember that people and times change. Where your target audience is right now may not be where they will end up in a year, five years, or 10 years down the road. Factor in some long-term thinking to ensure your strategy and messaging will remain relevant as your target audience changes.

Create Personas

Persona documents provide a made-up persona of a typical customer. Creating research documents centered around these personas can help your messaging stay on track.

When drafting persona documents, you will need to research things like the pain points, fears, and hopes of your target audience. These are the issues you will want to address through targeted messages.

The nice thing about persona research and documents is that you can refer back to these documents when drafting new messaging in the future. Additionally, changes can be made or new personas can be added as your audience or product lines grow and evolve.

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