You cannot create your business plan and promote your products by developing your marketing, advertising and sales strategies without analyzing the target audience. Target audience analysis, which defines your brand and has an important place in brand positioning, is one of the issues that e-commerce companies should focus on in particular. So, what do you need to do when identifying and analyzing your target audience?
Frequently asked questions about target audience analysis
- What is the target audience?
The target audience represents a group with certain characteristics, interests and behaviors that aim to reach to sell a brand’s products or services. Companies try to reach out to consumer groups that are right for them, with their target audience analysis.
- Why is Target Audience Analysis important?
Performing target audience analysis gives e-commerce firms many advantages. By creating more accurate strategies with these studies, the return on investment received from the marketing studies is increased. The main advantages of doing these analyses can also be listed as follows:
- Allows you to see the current state of the market
- Allows the creation of more accurate customer profiles
- Allows you to see gaps in the market and what consumers need
- Allows you to see if there will be demand for a product
- Allows new markets and audiences to be found
- Helps to identify brand-related consumer groups.
- Helps determine marketing, advertising and pricing strategies.
How is the target audience analysis done?
- Start with your existing customer base.
If you have been selling online for a certain period of time, you have an existing audience. You can get to work by examining this existing audience. If you have an existing audience, it will be easier for you to study them and gather information about them. In the process, you can examine their past purchases, determine the locations where they shop, organize surveys, get information about their demographic structure, and collect information about their shopping habits and payment methods. By working on this information, you can start revealing a lot of information about your ideal customer profile. If you want to change your current audience, then you need to start with a new plan, changing your marketing, advertising and sales strategies that you have done in the past. In this case, you can also follow the steps in the continuation of the article.
- Identify your ideal audience.
Before entering the research process, start by identifying the ideal audience you want to reach, and which is right for your brand. In this process, especially the titles that you need to focus on are as follows:
- Location where they live
- Online shopping habits
- On which social networks they are active
After removing these headers, you can start making more detailed inferences about the customer profile that may be related to your products.
- Divide your audience.
Your audience may consist of different segments. It is important to create your subsections to further detail these sections. Because by doing different marketing and advertising work according to these sections, you may need to apply different pricing strategies. When dividing your audience, you should also consider the following topics:
- Geographical location
- Interests and needs
- Buying habits from the internet
When performing audience analysis, using these sections and distributing your customer profile to groups will help you reach them more efficiently.
- Collect as much data as possible.
By making inferences about your target audience, you should try to collect as much data as possible to get to know them better. For this purpose, you can read reports and research on the internet, reach consumers with street surveys, conduct surveys through social networks, contact your existing customers with your e-mail work, and try to collect information about them. In addition, you can collect data about those who visit your e-commerce site through Google Analytics, and you can also find information about your followers using the statistics feature of your social media accounts.
- What are the problems that your products solve?
To perform an audience analysis, you also need to determine what problems your products solve for consumers. In this way, you are starting from your products to reach the ideal customer base. Which consumers are better suited to your products, how do they benefit them and what problems do they solve in everyday life? When you answer these questions, you will also know how to address a customer profile. It is also very important that you do these studies to increase the demand for your products.
- Analyze competition.
When analyzing the target audience, you can also benefit from your competitors. Analyzing the target audiences of companies directly competing with you, examining their advertising, marketing and pricing policies also allows you to learn about the target audience they reach. Collecting information directly about their target audience also allows you to see the current state of the market, as well as help you understand the expectations of the target audience.
- Define your marketing channels.
In the target audience analysis process, you also need to determine how and where to reach consumers. For this, you also need to determine which channels your ideal audience is spending more actively in and which channels you can reach them through. Social network ads, Google AdWords campaigns, influencer marketing, sponsored on different concepts such as content analysis, the best way to find your target market, you should plan too.
- Create Your Customer Profile with Wask!
In the direction of the information you have received, you can start creating your ideal customer profile with Wask. After determining the demographic structure, you can create your ideal customer profile by taking note of the location, interests, problems and what solutions they need, how your brand solves what problems consumers have, and the shopping habits of users. Here you can try the target audience creator with Wask’s free tool.