Demographic targeting or demographic segmentation is a type of market segmentation according to
gender, age, location, education, income, and others. These data help business owners segment the
market and help businesses target customers more accurately than before.

Understanding target audiences is the key to understanding customers and how they make purchase
decisions. Targeting specific audiences helps your marketing efforts reach the correct people who will
relate to the business’ message, values, and products or services.
Identifying the right audience can be done in the following ways:

• Conduct Market Research
• Create a persona to target content
• Understand pain points
• Observe social media analytics and know your existing customers

Start with conducting market research to help analyze all aspects of the market which can be done by
performing a SWOT analysis which helps identify a business’s strengths, weaknesses, opportunities, and
threats. Identifying and knowing all the factors that contribute to a brand’s market and purchase path is
an important first step to help in identifying the right target audience.

Gathering this information helps owners or marketers create a persona that helps owners and marketers
understand customer needs, experiences, behaviors, and goals. Creating personas, fictional characters
based on research, helps owners and marketers look further and outside of themselves which can help
recognize the needs of different people and their expectations.

In understanding customer pain points, an approach would be to ask questions such as:
“What goal does my created persona want to achieve?”
“How can I provide a solution to a problem they are currently experiencing?”

Tailoring key messages that answer your persona’s problems or challenges will most likely result in a
higher likelihood of moving prospects of a similar persona down the sales funnel.

Further, look at social media analytics. Find out which unique visitors and existing followers engage more
with the content being put out. Modern updates in social media allow owners and marketers to have a
breakdown of the brand’s visitors or followers online. Cross-check with initial or existing research and find
out if the results coincide with one another.

Analytics can also help owners and marketers “who” are looking at their profiles and which initiatives and
tactics are working or not working content-wise.

“What if I want to do a trial and error? Why HAVE a target market?”

Having a target allows owners to cut costs and expenses in doing the “trial and error” method. Businesses
thrive when it knows WHO their customers are and who are willing to pay for the offered product and
service.

It is an effective and affordable way to reach customers and generate business.

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Sources:
https://blog.hubspot.com/marketing/target-audience
https://cmasolutions.com/blog/5-ways-to-identify-the-right-target-audience-for-your-brand/
https://www.marketingevolution.com/marketing-essentials/target-audience
https://www.interaction-design.org/literature/article/personas-why-and-how-you-should-use-
them#:~:text=Creating%20personas%20will%20help%20you,user%20you’re%20designing%20for.
https://business.gov.au/marketing/identify-your-target-market#:~:text=market%20your%20business.-
,Why%20have%20a%20target%20market%3F,your%20customers%20and%20generate%20business.