Who are you marketing to?
Why are you marketing to them?
Every product or service has been built with an audience in mind, a group of people that the owner wants to help or simply sell to. This audience is chosen for many reasons, mostly based on the assumption that the audience will buy the product or service.
From young females that go to festivals frequently, to young men who have just started university, there are millions of audience combinations out there, great for many products and/or services.
Understanding the right audience for your brand is incredibly important to the success of your brand. The wrong audience = little to no sales. Therefore working on understanding and finessing your audience is extremely important.
You can do this in many ways, from desk research, audience creation tools, in-built features within platforms, CRM data, questionnaires, surveys, and many other methods.
Bringing the information together, analysing the similarities/differences will allow you to then understand who your brand resonates with. From values, products and mission, understand which customers resonate with which part of your brand.. This will then allow you to improve your communications, product designs, marketing materials and much more, ensuring you are better aligned with your customers and potential customers.
However you might be thinking
"I know who my audience is. I know who I'm targeting already and it's working."
It's great if your current audience is right for your brand and your sales, however there could be so many more customers that you had not even considered.
For example, a spa may be directing ALL of its communications towards females when they could be completely missing out males who are interested in spa treatments. By doing this, they could miss out on extra revenue and valuable customers.
Therefore use various methods to continuously analyse and update your audience, allowing you to gain a holistic overall idea of your audiences. This in turn will allow you to spend your money more efficiently and have the most impact.