10 steps to identify your target audience


The success of any business hinges on its ability to know who its customers are, what they need, and how to make them believe your product is their solution. No matter how well you know your brand or business, if you can’t reach the customers who need and will pay for it, you won’t make the sales you need to thrive in a competitive market.

Publicity is an intimidating topic for many business owners, particularly for those who have no previous business experience. Even if you are confident that you know what type of customers you’re trying to attract, are you actually sure those are the customers whose attention you’re attracting?

Not being able to identify your true target audience—and in return not attracting those customers’ attention—is frustrating and, over time, can cost you your business.

Creating a PR strategy forces you to carefully identify what type of customers you’re trying to reach, what those customers need, and who they are paying attention to. It focuses your energy and resources on placing your product in your desired customer base’s direct line of vision, rather than begging for attention in their peripheral view.

In order to ensure that your media coverage is on-brand, make sure your publicity efforts are centered around your target customer. Beyond age, income, and location, really get under their skin and find out what makes them tick.

Develop a paragraph highlighting the persona for each of your target audiences. Later, as you develop your messaging, you can connect the dots as to why your products or brand story is a fit for each persona.

To better identify your true target audiences, you should explore questions like:

  1. What is his/her favorite movie?
  2. What kind of car does he/she drive?
  3. What is his/her favorite drink, adult beverage or otherwise?
  4. Is he/she married?
  5. Does he/she have kids?
  6. Does he/she love to travel?
  7. How does he/she discover new products?
  8. Is he/she Snapchat-savvy or Facebook obsessed?
  9. What is most important to him/her? Family? Independence? A career?
  10. If he/she were a celebrity, which celebrity would they be?

Have you identified your true target audience? What steps have you taken to get there?

Want more helpful tips like the ones above plus more? Check out The Buzz: A Media Darling’s Guide to Press Coverage, get on the wait list for Hearsay’s PR mastermind group (launching soon), or email me directly to schedule a Mini PR or Mini PR Plus session today!