The Importance of Knowing Your Target Audience
Knowing your target audience is important for gaining clients and marketing your business successfully. Your target audience is a group of people that are interested in the type of products or services you offer. So, if you’re a web designer, your audience would be people that need a website; but when it comes to defining your target audience, the description needs to be more specific so you know exactly who it is you’re targeting.
Your target audience is a group of people that are interested in what you offer. Click To Tweet
When you define your target audience, you want to be as detailed as possible so there’s nothing left for question. For example, when I first started freelancing I chose to label my target audience as “small businesses”. Although, this gave me a specific group to focus on, it didn’t provide me with the information I needed to know in order for me to target who I wanted to reach. Working with creative business owners essentially meant I worked with any and everyone who owned a business. I would get emails from an assortment of people but none of them seemed to be interested in the type of design services I offered.
It was obvious I was catching people’s attention, but not necessarily for the right reasons. I was attracting people who were concerned with quick turnarounds and cheap prices. And although this may be the ideal client for other freelance businesses, it wasn’t the one for me. I wanted to work with clients who want to invest in quality design and successful brands. I needed to go deeper than the surface of just “small businesses” and get specific with my target audience. So I decided to picture it like an iceberg:
By looking “beneath the surface” I got a clearer picture of what I needed to know in order to understand who I was trying to reach. Knowing specific details about my ideal client, taught me where I needed to aim my focus and I found better ways to market my business. This is key to discovering your target audience – the details are in the demographics of your ideal client. When you understand who you’re trying to work with, you understand where to find them. How old is your ideal client? What is their educational background? How do they earn their living?
This is key to discovering your target audience - the details are in the demographics. Click To Tweet
Although some of these questions may seem irrelevant, knowing the specifics will help you better understand who you’re targeting and the best ways to attract them. When you know your target audience, you know where they are and what they do. You know which social media accounts they frequent and what they’re most interested in. These are all essential to marketing your business to successfully reach clients.
Ready to define your target audience?
Download the Discovering Your Target Audience worksheet
Now you may be thinking, “But if I narrow down my audience to a specific group of people, doesn’t that limit the number of people I can reach?” And you are absolutely right! This is does limited the number of people you reach out to, but in this case less is actually better. By narrowing your focus and targeting a specific group of people, you actually improve your chances to book clients. We’re all designers here, so let’s get visual with this one. Imagine you’re literally fishing for clients:
Now Lake A is clearly larger and has way more “fish” than Lake B. And when fishing in either lake, there is still a possibility that you won’t catch anything because, let’s face it, that’s just how freelancing works. Both lakes have the same number of dark purple fish, but your chances of catching an ideal client are a lot higher if you’re fishing in Lake B. By focusing less on the number of people you target and more on the type of people, you’re more likely to gain clients. Lake A has plenty of fish for you to choose from, but if you’re not interested in catching majority of the fish in that lake why even bother? The same applies when marketing to your target audience.
Advertise your services in places where there are people who are actually interested in buying them. So, if you’re constantly updating your LinkedIn profile but your target audience rarely, if ever, checks LinkedIn, it may be time to rethink which platforms you need to utilize for your business. Social media platforms, the best times to post, even the visual elements of your brand are all directly linked to your target audience.
Advertise your services in places where there are people who are actually interested in buying. Click To Tweet
Need help defining your target audience? Use the Discovering Your Target Audience Worksheet to learn the specifics about your ideal client and find the audience you should be targeting for your freelance business.
Don’t forget to share below! Tell me all about the target audience you’ve discovered for your business.