Step 2. Define your target audience

Well, you have chosen your niche, and what’s more – you know that it is quite promising.

Now it’s time to find out who are all these people that are most likely to become your customers and purchase your products. In other words, you need to define your target audience. It will be the cornerstone of your business.

And please, resist the temptation to skip this step! If you focus your marketing efforts on offering to those who really need your offer, your chances to reach them increase manifold!  And as for marketing to everyone, it is costly and ineffective – you risk wasting your money, time and efforts being neither here nor there.

So, get your thoughts together and ask yourself the following questions.

Who are your customers?

First of all, take a closer look at the selected niche. Who can take interest in this offer? Who will respond to your proposition?

What do all your potential customers have in common? What is this specific unifying feature that can bring them to your site?

Do they all watch the same TV series? Read the same comics? Listen to the same music? Do they love pets? Are they fond of sports or crazy about makeup? Do they have small children? Variants are countless.

Your next step is to visit Google Trends. Here we will find out everything you need to make a customer avatar – a portrait of an average client.

Google Trends can give you lots of social and cultural indicators:

  •         age
  •         gender
  •         region
  •         language
  •         occupation
  •         income level
  •         lifestyle
  •         religion, etc.

It’s really a lot of information. Now you can use all received information to prepare a customer profile. Later you will address this ‘average customer’ in your ads. And needless to say that products for young or elderly, married or single, etc. should be promoted differently.

What do they need?

When you determined who you will target, the time has come for the next step.

Ask yourself: what do all these people need? What customer’s problem can your product solve?

Every product should solve some problem – that is a must. You should realize that no one wants you to sell them your product – they want you to solve their problem. You will never sell a useless thing that cannot satisfy some customer’s need.

This is why your next task is to determine customer’s demand – and meet it. What does your customer need, what is he or she looking for? And how can you help them? How can your product solve their problem?

How much money are they ready to spend?

Let’s call a spade a spade – you go for business because of money. So, your profit depends on how much money your customers have, and – what is more important – how much they can and want to spend in your webstore.

Google Trends will also help you to find out niche’s potential profitability. If you see an upward trend in such regions as the USA and Europe, it is promising. The region determines how solvent the customers are. This is very important for determining the price policy.

Consumer purchasing power reflects their shopping patterns. And if you understand these patterns, you can predict their buying activity.

Someone can buy things online immediately. Others have to save money for the purchase.

Some customers think over their purchases, while others are prone to impulse buying.

All these nuances will play an important role in your marketing strategy and promotion. Products that can be bought spontaneously and premeditated purchases need diverse advertising.

Age of your potential clients is also of great importance. Avoid targeting too young audience. Firstly, they usually don’t have enough money, so they cannot make impulse purchases (and it is a great part of overall online shopping). Secondly, it is not allowed to target ads to non-adults. So you’d better choose a full-aged audience.

Where can you meet them?

Now your task is to analyze the internet behavior of your customers.

  • How can you reach them?
  • What social media do your customers prefer?
  • What bloggers and influencers do they follow?
  • How often do they check email?
  • How much time do they spend online?

All this will help you understand where to promote your store and how to sell your products using images, texts, supporting content and calls to action.

When you define what media channels and social networks you should use for promotion, your marketing activities become much easier and more efficient. Your potential customers prefer to use Facebook and Instagram? Well, now you can focus your efforts on these socials, ignore other social media and save good money for ads. You know what Insta influencer is on top now? Try to get a shoutout and reap the benefits of new likes, followers, and sales!

What matters much to them?

What else can you do to learn about your audience and understand your customers better? You can study your competitors. Visit their sites and examine customers’ feedbacks, forums and comments. Read – and bite on that.

Customer reviews and discussions are a valuable source of information. There you can find out what matters much for the customers in such stores. It’s always better to learn from other retailers’ mistakes, isn’t it?

Another important source is web analytics. Such tool as Google Analytics will show you specific data about your customers.

You can learn how each part of your audience interacts with your site, what devices they use, what attracts them. You will see which site functions do not work in your case, and which are more helpful.

This tool is highly useful for determining what types of traffic you’re attracting to your website. With the help of this information, later you will be able to optimize your ads on any platforms.

Besides, you must learn the language your customers speak. It means understanding:

–          how they formulate their search queries;

–          what words and expressions they use;

–          what they look for in ads and product descriptions;

–          what arguments persuade them, and so on.

Only if you know the answers, you will manage to choose the right tone of communication, create effective advertisements, attract their attention with your announcements, etc. You can update product descriptions, reviews, and articles. You will be able to communicate with your audience in their language.

That means – you will reach them.