How to identify your target audience

By Cassia House, PR Account Manager

Whenever we take on a new client, one of the first things we talk about in our discovery call is target audiences. For some, the answer is straight forward, especially when they are providing a very specific product or service. More often than not, however, we find this question often leads to a much bigger discussion and in some instances, an initial piece of work is required by our team to help clients really narrow this down and define their current and future messaging.

So how do you identify your target audience effectively?

1. Understand your product or service

Before you can identify your target audience, you need to have a clear understanding of what you’re offering. Take some time to answer the below questions:

• What problem does my product/service solve?
• What are the key features and benefits?
• What differentiates my offering from competitors?

By thoroughly analysing your product or service, you’ll start to see who might benefit the most from it.

2. Carry out some market research

Market research is essential to understanding the broader landscape and identifying where your potential customers are. This can include:

• Surveys and questionnaires: Reach out to potential customers with questions about their needs, preferences, and buying habits.
• Focus groups: Engage with small groups of people to get deeper insights into their thoughts and opinions.
• Competitor analysis: Study your competitors to see who they’re targeting and how they’re reaching them.

Through market research, you can gather data on demographics, behaviours and trends, which are key components in defining your target audience.

3. Create customer personas

Once you have gathered enough data, the next step is to create customer personas. These are fictional representations of your ideal customers, based on real data and insights. Each persona should include:

• Demographic information: Age, gender, income level, education, occupation, etc.
• Psychographic information: Interests, hobbies, values, lifestyle, etc.
• Buying behaviour: Shopping habits, brand loyalty, preferred channels for communication, etc.
• Pain points: What challenges or problems are they trying to solve?

4. Segment your audience

Not all of your customers will fit into one neat box, so it’s important to segment your audience into smaller groups based on shared characteristics. Segmentation can be based on various factors, such as:

• Demographics: Age, gender, income, education.
• Geography: Urban vs. rural, regional differences.
• Behaviour: First-time buyers vs. repeat customers.
• Psychographics: Lifestyle, values, personality traits.

By segmenting your audience, you can create more targeted PR and marketing campaigns that resonate with each specific group. For example, the messaging you use for a millennial audience might differ significantly from that used for baby boomers.

5. Analyse customer data and Feedback

Existing customer data is a goldmine for identifying your target audience. Analyse your current customer base to see who is buying your products or services:

• Use analytics tools: Tools like Google Analytics, social media insights, and CRM systems can provide detailed information about your customers’ demographics, behaviours, and preferences.
• Collect feedback: Regularly seek feedback from customers through reviews, surveys, or direct communication. Understanding their experiences can provide deeper insights into their needs and how well your product or service meets them.

This data will help you refine your understanding of your audience and adjust your PR and marketing strategies accordingly.

6. Monitor and adjust

Identifying your target audience isn’t a one-time task—it’s an ongoing process. As market conditions change and your business grows, your audience may evolve. Regularly monitor key performance indicators (KPIs) such as customer engagement, conversion rates, and customer acquisition costs to ensure you’re still reaching the right people.

If you notice a shift in who is engaging with your brand, be prepared to adjust your strategies. This might involve redefining your customer personas, revising your messaging, or exploring new market segments.

7. Utilise social media and online communities

Social media platforms and online communities are valuable tools for identifying and engaging with your target audience. By observing discussions, trends, and behaviours within relevant groups, you can gain insights into what matters most to your potential customers.

• Join groups and forums: Participate in discussions on platforms like Facebook groups, Reddit, or niche forums related to your industry.
• Follow influencers and thought leaders: See who they’re engaging with and what topics resonate with their audience.
• Conduct social listening: Use tools to monitor mentions of your brand, industry keywords, and competitor activity across social media.

These activities can help you understand your audience’s interests, needs, and pain points, enabling you to connect with them more effectively.

Master your market

Identifying your target audience is a fundamental element of any successful business strategy. Knowing who your audience is allows you to tailor your products, services, and messaging to meet their specific needs, resulting in higher engagement, better customer satisfaction, and ultimately, increased sales. Using market research, creating customer personas, segmenting your audience and analysing customer data will enable you to hone in on the people who are most likely to become loyal customers.

Remember, the more precise you are in identifying your target audience, the better you can serve them—and the more successful your business will be. So, take the time to get it right.

Want to know more about how Goldings Communications can support you with identifying your target audience and creating tailored messaging and communication plans? Get in touch.