How to Define your Target Audience

Why having a specific target audience is crucial for business

Does your business market itself to a specific group of people? Targeting a specific group is not about excluding people, but it about spending your marketing dollars wisely.

Many businesses say they offer a product or service to anyone who wants it. That’s OK, but if the marketing is along the same lines, it will be costly and ineffective. When you try to speak to everyone, you actually speak to no one.

How to Define your Target Audience


To compete with others in the marketplace, you need a clearly defined audience, or two or even three audiences. As a small business, you simply cannot afford to target everyone.

How to define your target audience

  • See who already buys from you and note their characteristics
  • Look at who the competition targets
  • Assess your product or service for its benefits and features
  • Select specific demographics that match well with your product or service, such as:
    • Age
    • Geographic Location
    • Gender
    • Income
    • Education level
    • Marital status
    • Job
    • Ethnic background
  • Create a persona of the typical psychographics of your target audience. There may be several different personas based on different demographics. These include:
    • Personality
    • Attitudes
    • Values
    • Interests
    • Lifestyles
    • Behavior

Once you have everything identified, evaluate your selected target audience to make sure it’s the right fit for your business.

Why is creating a target market useful?

When it comes picking where to advertise, writing the marketing copy and choosing the marketing images, who you are targeting makes these easier. When you know exactly who you are creating marketing for, it’s easier, more on point and ultimately more bang for your buck.

Not sure how to create a target audience or want help doing it? Contact Danielle on 760-440-5494 or

Tip of the Week: Create a clearly defined target audience to get the most out of marketing spend.

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