The foundation of a successful marketing campaign revolves around one thing: knowing who to target. A target audience is a specific group of people with shared characteristics who are most likely to be interested in your products or services. In this day and age, being aware of your target audience is much needed if you want to create an effective marketing strategy that is going to work for your brand.

How to define your target audience

Firstly, your target audience can be certain types of people of your choosing based on your ideal customer and consumer type. When identifying your target demographic, you must consider some key characteristics these people will share, like:

• Age
• Location
• Language
• Spending power
• Interests

However, one of the most helpful ways to choose and define the people you should target is through social media. Social media analytics tools can help your business better understand what types of people are interacting with your accounts, and whether they are current customers.

You can also use social media not just with your own accounts, but to check in on your competition. Looking into how your competition attracts certain demographics can be beneficial as your business can then begin to target them as well, when it’s appropriate to do so. You can also review competitor social media accounts to see what type of customers engage with them.

Why is this important?

One of the gravest marketing mistakes to avoid is to attempt to appeal to everyone at once. Without a target audience, a campaign may come up empty handed because it casts too wide a net. The most efficient way to reach a more desirable audience is to target smaller, more specific groups.

This may seem very exclusive, but in reality, it is the most effective way that allows your business to focus its marketing efforts on niche groups that are most likely to support your brand and visit your restaurant. For example, Facebook Ads allow you to target users according to their interests. That way, you are generating business in an efficient and affordable manner.

At the end of the day, it is impossible to reach everyone at once. In the current economy, small businesses can compete with large businesses by marketing to defined audience groups. Focusing on the needs of your current consumer helps your business to develop an effective marketing strategy whilst saving time and money along the way.

How does influencer marketing play a role in this?

In the present day, one of the best ways to reach your target demographic is through influencer marketing. Marketing strategies that incorporate influencers in their campaigns are more likely to reach their targeted niche groups.

Influencers have the ability to reach very specific audiences. Instead of relying on thousands of followers, influencers ensure a very targeted audience that guarantees an increase in brand traffic and a more selective marketing strategy fit for your brand.

At Posh Cockney, we are dedicated to selecting the right influencers that are fit for your business. We select influencers based on specific criteria, as they represent your brand and will do the talking for you.

Ultimately, “There is only one winning strategy. It is to carefully define the target market and direct a superior offering to that target market,” as marketing author Philip Kotler once said. Target audiences are designed to create a bond between your brand and your most common type of consumer. It can allow your audience to feel engaged with your brand as well as create value for them. When your brand constantly markets to your specific niche target audience, it will create brand loyalty and continue to boost sales.

Need help defining and reaching your target audience? Get in touch with Posh Cockney today.