What is a target audience. How to define your target audience and create a client profile for promotion in social networks.
The target audience is a group of people unit by a product or service: buyers, consumers, potential consumers and people ready to influence the purchase decision.
Primary and indirect
The decision maker or primary target audience is the person who directly makes the purchasing decision.
An indirect target audience is involv in the purchase decision, but does not initiate it.
Brand Advocates
The sweetest audience in SMM communications. They like, comment and share content. These are people who trust the brand unconditionally, recommend, and make purchases more often and regularly.
B2B & B2C audience
B2C (business to customer) — sale of goods/services to an individual who directly makes the purchasing decision.
B2B (business to business) – sales by company representatives who use the product for resale or corporate use.
In social networks, you can and should work with any audience. The main thing is to understand why people came to the social network and what offer to make for them.
Characteristics of the target audience
Geographical
Segmentation by geographic feature — where the audience lives. If it is a large brand — the audience is all of Russia. A chain of stores or service centers — the cities where the chain is present. A local business — a tire shop or a cafe — the city residents.
Socio-demographic criteria
- floor
- age
- ucation
- income level
- social and family status
- profession, place of work
- nationality or race
Psychophysiological
- description of character traits
- values, life positions and specific database by industry attitudes towards social problems
- personal interests, hobbies, lifestyle
- model of consumer behavior
- places of purchase of goods and consumption characteristics
- attitude to product price
- lifestyle
- attitude towards 8 digital skills that will increase your salary innovation
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Characteristics of b2b audience
Psychological, geographical and socio-demographic criteria apply to any audience – the decision is made by the person.
Distinctive aspects of b2b audience segmentation
- type of activity, range of goods;
- number of employees;
- annual sales volume;
- geography of distribution;
- number of branches;
- who makes the decision;
- seasonality of sales;
- pricing policy.
Portrait of the target audience
Target audience portrait is a detail description of a typical representative of the target audience.
How to define the target audience for brand or product promotion.
- We select frequently occurring characteristics and interests of the target audience and divide them into groups.
- We imagine living people of a gambler data certain group and communicate in their language.
Once the target audience portrait is defin, we move on to developing a content strategy – we make a plan of what and where the potential client will see.
In SMM , content creation, communication in groups and advertising campaigns are launch bas on the interests of a specific group and with a prict result according to KPI.
Don’t know your target audience?
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