Defining Your Target Market
Advertising reaches a wide audience at the top of your marketing funnel. But when you are defining your target market it is best to get as specific as possible in your definition. The goal is to resonate with those who need your solution to their problems. The different factors of your target market include demographics, psychographics, and sociographics.
Demographics include the more surface-level aspects of a group. Examples of demographics are geographical location, age, race, sex, education level, and income levels. Through researching the demographics of your current customers, you will be better able to know where your ads should be located and which mediums will be most effective.
Psychographics is where we start to dig deeper and classifying the groups of people based on their attitudes, interests, activities, and opinions. With this information, you will better know how to frame your product or service in the minds of your potential consumers.
Sociographics is the most personal level of defining your target market. The personal passions, needs, friend groups, and behaviors are what make up the sociographics of a group of people. In other words, what makes this group of people tick? Ask questions like
- What are their aspirations?
- How do they want to be perceived?
- What do they have passion around?
When you answer these questions and structure your marketing efforts to include these points, you can speak with your target audience and not to them.