If you intend to enter digital entrepreneurship, you need to know some terms widely used in the world of management. Among them we can highlight the target audience. It is an essential element for building a more assertive strategic planning.
Just as it can help you define marketing and sales strategies that can attract potential customers and convert them through the sales process. Therefore, it is essential that before starting your digital business you define your target audience.
Want to know more about this subject? So, read on and check out all the information we’ve separated for you. Come on!
What is the target audience?
A target audience is a group of people who share common characteristics, who, in turn, are more likely to consume the products and services you offer to the market.
In other words, it is a part of society that has similar consumption habits and demographic characteristics. This profile indicates that these people may be interested in your digital product.
Therefore, you can direct your marketing and sales actions to this market segmentation and your chances of being able to turn them into customers is much higher.
Generally, the target audience is composed of the following information: age, gender, academic background, monthly income, social class, and location and consumption habits. With this data, it is possible to know better the people who consume or are interested in consuming your solutions.
This way, it is easier to build more assertive marketing and sales strategies that is that attract the attention of this target audience. As well as conversion to sales they are more likely to happen. Therefore, it is essential that you correctly define this market segmentation.
Unfortunately, many people still confuse what is target audience and persona, as well as believing them to be synonymous. It is important to know how to differentiate these two terms, as this can directly impact your strategic planning.
With that in mind, in the next topic, we’ll explore the difference between target audience and persona. That way, you’ll finish your reading by fully understanding the main characteristics of each of these fundamental elements for your digital business.
What is the difference between the target audience and persona?
As we saw earlier, target audience or target market is a portion of society that is more likely to consume your products and services, that is, it is a more generalized market segmentation.
For example, imagine you have an online course on digital marketing. In this case, your target audience can be men and women residing in Brazil aged between 20 and 40 years and have completed higher education.
These people belong to class C who have a monthly income of 4 to 10 minimum wages, as well as having the habit of consuming products and services related to digital marketing.
The persona or avatar, on the other hand, is a semi-fictional character that represents your ideal client, that is, it presents a much more detailed profile of those who may be interested in the solutions you offer to the market.
In this case, an example persona for your online course could be: Malu, 30, a freelance writer. He lives in São Paulo and has a degree in journalism. She finished her degree and realized that the market with the greatest growth trend is digital marketing.
Therefore, Malu is looking for an online course on this topic to specialize and enter the market better prepared to serve its customers. Also, in her spare time, she loves reading romance books and watching series on Netflix.
As we have seen, the target audience is more general and the avatar is more specific. Without the definition of the first, there is no description of the second. That’s because the market segmentation of a digital business determines the avatar’s demographic profile.
Based on these data, it is possible to conduct research to identify behaviour, desires, pains, needs, purchase objections, among other information about your ideal customer.
How to define the target audience for your digital business?
The target audience is a very important element for any digital business. Therefore, it is essential that you know how to define your market segmentation before starting your venture. With that in mind, we have separated some tips that can help you in this process. Follow up!
Know your market
The first step in defining your target audience is to do market research to know your niche and your competitors. This way, it is easier to locate the strategic position of your digital business in the market.
As well as identifying opportunities that can be taken advantage of, that is, what are the trends and existing demand gaps? From this information, you can define the problem you intend to solve with your business.
Conduct research and data collection
After identifying your niche and the problem you want to solve, it’s time to do research to gather data about your target audience. For this, you can apply questionnaires and conduct interviews with a sample of people.
You can also use tools such as Google Analytics and Google Trends. They offer a lot of demographic data related to people who tend to search for a particular topic on the Internet.
Define your target audience
With the collected data in hand, you need to get your hands dirty, that is, define who your target audience is. To do so, you need to pick up a paper or open an online document and describe the main common characteristics of your potential customers.
Among them, we can highlight age, gender, education level, social class, income, marital status, location, among other demographic data. It is also essential to describe the consumption habits and purchase intention of these people.
We can conclude that the target audience is more generalist than the persona, so it is essential that you have these two definitions ready before starting your digital business. Remember that they are not static as they can change according to your business needs or changes in the market.
Therefore, it is essential that you have a tool that helps in the process of defining your persona or avatar. So, how about getting to know Hero Spark’s persona generator? This tool is ideal for you to build the profile of your ideal customer and prepare increasingly assertive marketing and sales strategies.