Who Is Your Target Audience?

Dana Sheehan/ Branding, Digital Marketing, Marketing, Social Media

Your target audience is the group of people who are your customers and clients – or who you want to be your customers and clients. When you’re talking about your target audience, most people are familiar with demographics.

Demographics

Demographics are the stats about your target audience, such as gender, age, race, location, education, marital status, and income. These are traits that many people share, but otherwise, those people could be very different. While demographics are important, there’s another set of data that helps determine your target audience.

Psychographics

Psychographics are much more specific to a person. They include a person’s set of values and beliefs, their interests, and the things they like to do. Let’s take a look at two customers to see the difference psychographics make.

Customer 1

Demographics

  • woman
  • white
  • age 30-40
  • college educated
  • $75,000 annual income
  • single

Psychographics

  • loves outdoors
  • physically active
  • healthy food choices
  • values experiences over things

Customer 2

Demographics

  • woman
  • white
  • age 30-40
  • college educated
  • $75,000 annual income
  • single

Customer 2 Psychographics

  • avid movie-goer
  • loves reading
  • values spending time with friends
  • wine enthusiast

The Difference

If you were only looking at demographics, these two customers are identical. But when you delve into psychographics, you have two very different customers. If you were advertising to customer 1, you would want your ads to run on websites related to hiking, backpacking, organic eating, and vacations. For customer 2, you would show ads on movie review websites, streaming service websites, book-related websites (such as Goodreads), and wine club websites.

[tweetthis twitter_handles=”@littlebirdiecom”]When you delve into psychographics, you have two very different customers.[/tweetthis]

Beyond Ads and Into Content

Psychographics also help you when you’re creating content, whether that’s blog post, social media posts, or ads. Now that you know what your target audience likes, you can share similar images and stories, and write content that relates to them.

[tweetthis twitter_handles=”@littlebirdiecom”]Psychographics help when creating content, whether a blog post, social media posts or ads.[/tweetthis]

Understanding Your Target Audience

Taking the time to really understand what your target audience values and spends their time and money on will pay off for you. This allows you to spend your money wisely, as well as get the right customers and clients for your business.