Where to find a rich target audience. About target audience

Will you say that I was lucky with the target audience? So many representatives, and all in one place? Certainly! Usually, there are not so many necessary people in friends. Here's how for the 2nd example.

Example 2

For discussion stretch ceilings I called my mom. She recently made repairs and studied this topic in detail. Because the neighbors flooded it once a year for sure.

It was important for mom that the ceiling was fabric, inexpensive and accurately retained water. Because she bought new furniture. She was also worried about whether dust was settling on it.

In general, even if you only talk to a couple of people, benefit for the text will be... After all, you get honest first-hand information. You can also ask clarifying questions along the way.

3. On thematic forums

The forums are not as active now as they were 5 years ago. But it is too early to write them off. They are good because you can not only see what worries your target audience, but also create a topic with questions that interest you.

How to find forums

Good day, dear friends! We have a very important topic on our agenda.

Do you want to start a group in VK with an audience of thousands? Sell handmade? Or maybe you are planning to open an online store? Then this article is for you. We will talk about the target audience.

Target audience (abbreviated as TA) is a group of people who share common characteristics and characteristics (gender, age, place of work, income, dreams). It is easy to persuade them to buy, because they themselves are interested in purchasing your product / service.

Who cares about analyzing their target audience:

marketers;
entrepreneurs;
managers of contextual, targeted advertising on the network;
copywriters when writing sales texts.

Anyone who knows how to work with target audience is always one step ahead of competitors.

Population incomes are growing slowly, and there are more and more options for spending money. Hoping for a spontaneous purchase is like waiting for the weather by the sea.

Agree that a lazy person who spends all the time in front of the TV does not need roller skates or a subscription to a fitness center. Of course, it is possible to pack, present any product like candy. But the results will be scanty, and much more will be spent on copywriters, advertisers and designers.

Stay tuned to find out where to find your client, how to work with him.

What is the threat of the lack of target audience?

Many entrepreneurs do not take planning seriously, they try to sell goods to everyone, and not to the target audience. This is a gross mistake.

The description of the target audience is useful for:

marketing plan,
unique selling proposition,
writing articles for a product or store,
design work.

For clarity, I will give an example of a bad description of the target audience and a good one. Let's take washing powder and ask ourselves the question: "Who uses it?"

Bad answer: "Women 22-60 years old."

Where did we go wrong? Let's figure it out.

We did not take into account the properties of the product. It is important to consider whether it is expensive or cheap. famous brand or unknown for what type of laundry.

Let's say our powder - economy class, new brand, for washing machines, eats away stubborn stains.

We describe the target audience as follows: “Women 23 - 50 years old. Housewives, married, have children, do not want to spend all the time doing laundry, clothes often get dirty, get tired of housework ”. Of course, this is not enough. But selling a pack of powder with such a description is easier. We don't take data from the ceiling - we conduct research, polls, observe people in real life.

What is the threat of a vague characteristic of the target audience:

Large spending on advertising budget... About 70% of funds will be wasted.
Failure of the product in the market, low competitiveness.

An ideal target audience is an audience that:

Wants to purchase your product / service. People with gas heating do not need electric heaters.
Has enough money to buy. It is inappropriate to open an elite alcohol store near communal apartments.
Accepts advertisements. Some people do not believe in commercials, articles, even when they just inform about the product. Others fundamentally don't buy promotional products.

What is target audience for business? This is a way to increase sales at the lowest cost.

What types of target groups are there?

People are different. It is important to understand this and take into account when defining the target audience.

At the planning stage, it is important to decide which market segments you will be working with. There are two of them in marketing:

B2B - wholesale purchases, cooperation with a legal entity. In English - "business to business", which means "business for the sake of business."
B2C - retail for final consumption. It is called “business to customer” in English. Translated as “business for the consumer”.

If you are targeting B2C, you will face difficulties. This market segment is less stable and changes several times a year. New products appear, the level of the customer's income decreases or increases - all this affects the portrait and behavior of the consumer.

It's easier with B2B. Customer - entity who buys goods in bulk for resale or the needs of their company. Fluctuations only occur during a financial crisis.

The target group consists of 2 parts:

The core is the leading target audience, which decides where to buy goods, in what quantity and when.
The minor group are people who participate in the purchase “without desire”.

Let me give you an example. The women want a fur coat, but they ask the men to buy it. They are the core. Husbands, boys, fathers who pay for the goods are a secondary target audience.

An expanded and narrowed target audience are also two varieties. Perfume lovers are an extended group, French perfume lovers are a narrower group.

We are looking for information to analyze the target group

Keeping track of your customer as they walk from store to home is not best idea... We will do it professionally. Namely, we will connect websites, social networks to work, ask around people on the street.

The questionnaires have sprung up like touchscreen phones. If you want to know more, write in the comments. In the meantime, I will give you links to resources where you can conduct a survey, find your consumer.

We publish the questionnaires here:

Simpoll- the demo version is designed for 3 profiles, if you want more, you will have to pay 150 rubles. monthly;
Survio- they give 5 questionnaires for 100 questions for free, to expand the functions you will have to pay a tariff (1,800 rubles = 100 polls), you can embed it on your website;
Survey forms from Google - free, available after registration;
iAnketa.ru - ordering surveys is paid, the cost varies from 500 to 2,000 rubles;
Testograf.ru - polls can be created for free without a limit, the price of the premium package is 1,390 rubles. The site is optimized for tablets, phones;
SurveyMonkey.ru - 10 polls per 100 respondents are given trial, then at a rate of 1,790 rubles. 30 days in advance, you can add to your page, send invitations by mail.

When there is not enough experience, problems arise with the preparation of the questionnaire and analysis. It is not clear what questions to ask, how many there should be. Don't worry, there are ready-made survey forms:

test of a new product, brand- helps to find out the opinion about changes, for example, the appearance of different tastes in tea or a change in packaging design;
service level test- you will find out how consumers relate to the quality of service of your company;
test for loyalty to your website / blog- the information will help you understand how many times your page has been visited, what you liked and disliked, how to improve the site.

For lazy users who have customer base, I suggest automatic service from Yandex... Based on e-mail addresses and accounts in social networks, the program will tell everything about the current target audience.

Useful information for webmasters from Google will help to competently optimize the site for beginners.

Don't want to spend money on surveys? Then use social media. Publish your polls in groups or analyze other people's.

Unique monthly traffic - 27 million people. 2 million of them publish posts daily. The female audience predominates - 58%. The main age group is from 23 to 45 years old (63%).

Twitter

The total number of users is 8 million. Users posting records every day - 1 million. There are more men than women (52.4% and 47.6%, respectively). Traffic comes more often from Moscow, St. Petersburg, Novosibirsk region.

Livejournal

He's still alive. 110 thousand bloggers live here with their creativity, dead accounts - 12 million - a terrible figure. There are more male audience than female audience (54% and 46%). Bloggers are young. From 18 to 35 years old - about 2 million

Summing up, we can say that St. Petersburg, Moscow and the Sakhalin region are the most “social”. Day and night, girls read news feeds on social networks.

We define the target audience

Before describing our audience, we must understand that it, as something generalized, has similar characteristics: age, behavior model, place of residence. At the stage of defining the target group, we do not delve into individual traits. Pay attention to what unites the group.

What common features need to be analyzed:

Social. We are interested in how the consumer interacts with society. Studying or working, married or single, where he lives and how much he earns. We need a lot of details, so it would be nice to find out the type of activity, specialty, the nature of the relationship with the partner (if any), the composition of the family.
Demographic. The perception of the world is affected by: cultural values, nationality, gender, age. It is known, for example, that people over 50 years old are not prone to sudden changes. They are used to using the same brands and rarely try new ones.
Psychological. and marketing formulas work best when we know the character, habits, dreams, goals, life principles of the consumer. Can be supplemented psychological picture other features of the client, conduct an in-depth analysis. It is good to know how the consumer feels about the price, whether he is willing to pay more for good quality or prefers economy class products.
Behavioral. If this point is analyzed correctly, you can easily push the target audience to buy. You must understand why a person wants to buy a product, how important it is to him, whether he likes to experiment with different brands.

This is already enough to begin to understand the client. But we will not dwell on the listed characteristics. We must learn to compose a portrait, work with it.

Drawing a portrait: 20 important questions

These questions usually begin the “selection round” of each survey. They determine the “entry” of the respondent into the target audience. If it enters, the poll continues, if not, it ends.

We ask:

How old are you?
Your gender?
Where do you work?
Are you full-time or part-time?
Are there children in the family?
How many people are there in the family?
What is your monthly income?
How much money is left after payment utilities shopping for groceries?
You are married?
Why would you like to purchase this item?
How confident are you about your future?
What do you do in your free time?
Do you own a home or are you renting a house?
Where do you live?
What goals did you set for yourself?
Are you happy now? If not, what would you like to change?
What is most important to you in life?
Where do you see yourself in 2 years?
What sites do you often visit?
Are you studying? If so, to whom?

The list is not unchanged. You can customize it for yourself.

What will the car dealer ask? Will the client change the car, if yes - for which one, how many cars he has now, etc.

How to determine target audience on the Internet? To find out how people feel about your product and what they like, use Yandex.Wordstat and Google Trends.

Consider Wordstat. Enter the name of any brand or type of product and see the statistics of searches for Last year... You can narrow the range of analysis to one month or one week.

For example, I just introduced “buy a blouse” for clarity. The results are detailed, suitable for both a marketer and SEO.

In Google Trends, you need to click on "Query History" to see detailed statistics.

Do not forget that the recognition of the target audience of the product can be at different levels, as well as the degree of involvement in the purchase.

We segment the target audience

Segmentation is the division of the target audience into narrow groups with similar characteristics. It helps to test, fix the attitude towards a product or service.

The target segment is the most receptive group of people to buy. She purchases the product first.

The 5W method will help us. It was developed by M. Sherrington, a consulting specialist. This is a 5-question questionnaire. It allows you to find out what the client is "breathing", how he thinks.

We ask:

What(we offer)? Wallpapering or leather chairs.
Who(will use the product, make purchases)? A business woman who entrusts repairs to professionals, or a family who wants to change furniture in an apartment.
Why(the consumer needs your product, what problem will he solve with it)? A young girl is tired of sleeping on a cot in a new apartment. She wants to relax on a soft double bed. It is important to take into account the needs of the client, focus on Maslow's pyramid.
When(will the purchase be made, under what circumstances)? During a sale or holiday (internal factor independent of marketers).
Where(will consumers buy the product / service)? On a website, a brick-and-mortar store, an online store, etc.

Visualize your target audience. Attach a photo of your typical consumer, be it the plumber Vanya or the neighbor Lyuba.

Having found out the attitude of the target audience to the brand, you can divide it into conditional subgroups:

Devotees. They use only your product / service, they are purchased from you.
Doubtful. More often they buy a product from you, but sometimes they turn to competitors.
Former. Were your clients, but switched to other brands.
Inexperienced. Previously, they were not interested in this product / service, they do not know anything about prices and brands.

In each column, we indicate the percentage of the total number of target audiences. We take figures from polls and interviews.

We are looking for a target audience from the opposite

You do not know what kind of sales you will be engaged in, but you want to make good money? Do you need to expand your business? Then it is better to look for a target audience for profit.

For example, you are simultaneously attracted by the wholesale of machinery and doors. You cannot make a choice, but you want to make money.

At the planning stage, you scan all types of target audience, filtering out unpromising ones, and focus on demand.

What do we take into account:

how much the consumer earns;
how much the consumer makes purchases per season;
how long will it take to purchase goods, sales;
how often the profit will be received.

This is how you start a successful business and advance beyond your competitors.

Examples of target audience analysis

We have figured out how to describe a potential consumer. I will now sketch out a few examples for clarity.

Example # 1: dark chocolate

Bitter chocolate. We position the product as healthy. It helps to improve your mood. We conduct a survey, think about who will be interested in a product with such properties, put ourselves in the shoes of a potential buyer.

Who buys: women 25 - 45 years old.
Why: to pamper yourself, enjoy the taste, treat your friends.
When: I want to take a break from work, have tea alone or with someone, watch a movie or TV series.
Where: a store at home, work, along the way.
Income: varies from 10,000 to 20,000 rubles.
Media preferences: watch TV, videos on the Internet, prefer entertainment content.

Example # 2: Fitness Consulting

Let's say we are a young fitness trainer who has decided to work remotely. For the first 2 - 3 months, you need to recruit at least 10 people, maximum 20. To do this quickly, we draw up a summary of the service.

Service: drawing up a menu of proper nutrition and exercise regimen.
Who orders: girls from 20 to 40 years old.
What problems: discord in family life, it is difficult to recover from childbirth, it is a shame to appear overweight in a bikini, tight clothes.
Why: want to attract male attention, show off their forms on social media during the beach season.
When: dissatisfied with their figure, lack of male attention, self-esteem falls.
Where: more often on the Internet, less often from fitness trainers.
Income: an average of 25,000 to 30,000 rubles.
Media preferences: YouTube video channels, social media monitoring.

Example # 3: Selling sewing machines

We sell an electromechanical sewing machine worth up to 7,000 rubles. in the online store.

Who: women 30 - 60 years old.
Occupation: seamstresses or housewives.
Why: to repair old clothes faster, sew new ones to save money.
When: at will, the old machine has broken down or it does not exist at all.
Where: online stores (at least 35%), offline stores.
Family status: married / divorced, with children.
Income: from 15,000 to 25,000 rubles.
Media preferences: melodramas on TV, popular Russian serials, talk shows.
Note: subscribed to "Vkontakte" and Odnoklassniki for groups about needlework, home economics. Most are conservative.

I wrote a rough description of the target audience. It can be wider.

How to attract the target group?

When the data is collected, a long work with the target audience begins. It is necessary to prepare a good advertising material, calculate the audience gathering places, find and form channels of influence.

Success - payment for the order, conclusion of the transaction; failure - the client turned around and left.

From acquaintance with the product to purchase, the consumer goes through five stages:

Product introduction... A person sees advertisements on TV, on the Internet, on billboards or in stores.
Knows the brand and product well... The ad worked. She stuck in my head, a potential consumer is discussing it with friends.
Loyalty... If a consumer needs a product / service, at the time of choice he will lean in your direction.
Confidence... The person understands that you are offering him the best of the market assortment.
Conversion... A potential customer becomes real by making a purchase.

You can compose sales texts, shoot videos, taking into account these stages. It will also help to increase conversions.

Start with triggers of fear, need, pleasure.
Fight off any objections that may arise.
Indicate the properties of the product, its benefits.
Evoke emotion.
Provide arguments for the consumer to justify the purchase with logic.

To recruit customers, you need to catch them. To do this, we must collect enough information. Find out:

Where the consumer spends his day, when he has free time, where he likes to go.
When and under what circumstances a customer might need your product.
Where the client is before the need arises. Children's furniture and clothes are bought by those who go to the gynecologist, are discharged from the hospital, and attend courses for expectant mothers. There you can broadcast advertisements, hang posters, offer flyers, rent a space for a store.

How to find and capture audiences using the internet? There are several effective channels:

email newsletter,
site maintenance,
contextual advertising,
SMM promotion in social networks,
targeted advertising,
content marketing,
banners,
teaser advertising.

You probably have a dumb question: "How do I know which channel is best suited to my target audience?" The match index will help you. This is a formula by which you can calculate the strength of the influence of a particular type of advertising.

Marketer mistakes

Marketing mistakes are detrimental to sales.

Analysts at BrightEdge found that over 50% of internet marketing content is ignored by users. Advertising campaign money is wasted.

There are two main reasons:

One-time search for target audience. Needs, tastes and attitudes towards brands are changing, so you need to update data on target audience at least once a year.
Vague description of the target group. Men 25 - 35 years old - a bad portrait of the target audience. The fact that you remove from the zone of attention inappropriate people, the level of sales will not fall. But you will spend less money on advertising.

Why do marketers keep making common mistakes? Many people lack knowledge and experience. Marketing is popularized, so even just “amateurs” do it.

Don't want to be a teapot? Do you dream of writing sales texts with 100% result? With us you can go through, learn to write not only selling, but also informational texts.

Conclusion

Don't joke with target audience search. Irony will result in loss of money, death of business.

Start thinking and describing the target audience even before the launch of sales. You do not have the opportunity to invite everyone for a cup of tea for a heart-to-heart conversation. Use the results of real polls, observe people, see statistics in Google and Yandex.

On this I say goodbye to you. If you have any questions - ask in the comments. I would be glad to answer.

If you want to learn the basics of marketing with us, subscribe to the blog. You will see new articles first.

Tell Gerry, "How do you define the target audience for your business?" - asked a question at the conference to Gehry Helbert - marketing and copywriting guru

And then he asked the participants:
“If you were offered to open a cafe or restaurant, and were allowed to choose only one advantage, so that the institution would be constantly full of visitors. What advantage would you like to have? "

People also answered about the right marketing, about prices that are lower than the competition, advertising that sells and so on, but these are not the answers that Harry was expecting.

Finally the options ran out, and Harry said:

“For an establishment - a cafe or a restaurant - to flourish, you need only one advantage - a crowd of hungry people. Those who are so hungry that they will sweep away everything that they cannot offer edible on their way. And then the institution will be in order with clients.

The target audience is the “hungry crowd” that will sweep away any product you offer them.

A must-read!

Very often, to my questions, who are your clients? or who are your customers? or who is your product for? - I hear the following answers:
my clients - EVERYTHING !!!
our buyers are ALL !!!
our product is suitable for EVERYONE !!! and very rarely, when clarifying, you can hear something like, “my customers or clients are men and women aged 25 to 75, living in my city and who have an average salary or pension”

Considering this issue, when my clients are EVERYTHING, I agree with Den Kennedy's expression "When clients are EVERYTHING", because it is impossible to give EVERYONE a great product and great service, people are different and if something suits one, it can be the same. not fit another, and so on.

Therefore, the conclusion suggests itself, it is necessary to determine with your customers, in other words, with your target audience.

The fact that people need to be divided into their potential customers is already beginning to be understood. Many, even already define their target audience, BUT for some reason some entrepreneurs, owners and managers, with this definition, are still trying to capture as large a group of consumers as possible. And for all proposals to narrow this group, there are a huge number of reasons not to do this.

Why is this happening?

First, most entrepreneurs have a fear that if you narrow down your target audience, you will lose most of the profits.

And secondly, it is the lack of a sales and development system for the enterprise. When there is no clear development strategy, there is no clear plan and prescribed goals, when business development is “tactical”, that is, who comes - that and the buyer. With this development, no one really bothers about describing their target audience and, at most, describes it in four parameters: gender, age, finances and place of residence (habitation).

So why, it is necessary to determine the portrait of the target audience

In order to determine what are the common values, wishes and pains for your target audience, in order to build an efficient sales system based on these data;
In order to form the correct message for your potential clients, which will be in your advertising materials;
In order to select the most effective channels for promoting your advertising messages, so as not to waste your advertising budget.

When you know your Target Audience (MARKET), then you will be able to more clearly formulate and write your message (SEND) to it and choose the most effective channel (MEDIA) that will convey your message to your target audience, in contrast to your competitors. which still operate in the old fashioned way, they sell to EVERYONE.

Let's go in order what you need to do to describe your target audience.

Basic parameters - there will be no portrait without this

Describe in your own words who your clients are, write about 3-5 different portraits-images

This is the first thing you need to do to define your target audience. Take your time, allocate yourself 2-4 days for this task. On the first day, close your office, turn off the phones, tell the secretary - “I have no one for anyone!”, Sit down at the table and write down everything that you know and think about your clients. Feel free to let it be illogical, ugly and messy notes - this is your preparatory material.

Have you written? Put it in a folder and ... forget it.

The next day. Take out from the folder everything that you have written about your clients, read carefully, if necessary, add or delete unnecessary ones.

Made? Return the sheets to the folder and ... to the table.

The next day, or better every other day, remove the folder with your notes from the table.

Don't forget to tell the secretary ... you remember ...

And now, from your notes, write a few essays about your clients, at least 3, maximum 10, ideally 5-7, no more.

Example: you should end up with something like this

“Our client: Mikhail Ivanovich, 56 years old, married with two children. The son is married for 29 years, has one child and lives in another city, 70 kilometers from Mikhail Ivanovich, comes to his parents once a month. The daughter is 22 years old studying law, the last courses. Drives a Mercedes -Gelentvagen car. He has his own business - a car repair shop, one of the best in the city. Wife - Vera Ivanovna, hairdressing salon, quite successful, car - Toyota. Mikhail Ivanovich is a passionate fisherman and hunter, loves nature. On Fridays go to the sauna with friends. "

We wrote 3-4 essays ... and only after that start writing a portrait according to the following parameters.

Basic parameters (this is what is easiest, and most likely you thought too. That this is enough to describe your target audience)

Floor
Age
Education
Family status
Field of activity
Solvency level
Cultural level
Main interests
At this point, you can say - "Stop, I just wrote about all this in the essay that you recommended in the previous paragraph, why should I do it in a new way?"
Everything is correct, but you wrote an essay about your client based on own experience and emotions, and now write specifics.

Additional parameters - without them the portrait will be incomplete

Additional parameters (depending on specialization) that can be described for an example

What books does a person like to read
What movies likes to watch
What kind of radio listens in the car
What programs does he watch on TV
What brand of car does he prefer?
If he is a fan or an athlete, then sports interests, etc.

Your customer's consumer status (preferences, examples)

What kind of clothes and shoes he wears, a certain brand or ... expensive, or ...
Which cinemas / clubs / festivals / events does he attend
Maybe he prefers organic food and especially gets up for them every morning for 5 hours and drives 60 kilometers to the farm
What appliances - household and computer prefers - expensive and fashionable or, on the contrary, cheap and practical
What cafe / bars / restaurants does it prefer to rest / lunch / dinner?
What cars does he prefer
Where does he go to rest, etc.

Core Values

A fan or a fan of a healthy lifestyle or vice versa
Wants stability or likes a risky lifestyle
Loves independence or on the sidelines and so on, he is more comfortable
What comes first for him - family or work / business
What is he - cheerful or vice versa
Etc.

Additional parameters, consumer status and core values will help you understand your customer more accurately. What is more important for him, what can be done / offered in order to win him over to himself and his product.
For example, you know that your client prefers a Nissan car, then when presenting your product, you can casually mention that 9 out of 10 Nissan owners buy this product (of course, not in such a rude form) and this will make the client more inclined to buy ... the same can be done with other categories.

Behavioral parameters - without them you won't understand your audience

Pain and problems

When do you think your potential client, and in general any person, will buy faster, when he “hurts”, that is, it is necessary yesterday, or when he needs a month later, he has time to choose and bargain?
Yes, you answered correctly, when it is necessary yesterday, when it hurts - the purchase is faster and easier, for the simple reason that it hurts
Therefore, you need to know the "pain" of your client, that it can be:
Expression problems
Problems with appearance
Overweight problems
Communication problems
Low income
Bad mood
Etc.
Knowing the pains and problems of the client, it will be easier for them to offer your product.

Customer expectations from your company representatives

Everything is simple here, what kind of attitude customers expect from your company:
Friendliness
Professionalism
Maximum attention
The desire to help, not "sniff" your product
The opportunity to feel special

When you know what your customers expect from you, you will give it to them and ... everyone will be happy.

Customer needs

Product quality
Wide range of
Good quality service
Adequate price / quality ratio
Technical support
Urgency
Depending on the needs of your clients, you will already be customizing your trade and advertising.

What the consumer buys your product for (concept)

You've probably already heard about this approach.

Philip Kotler also said that “you need to sell not a drill, but holes,” but this is also wrong. Nobody buys a drill just to drill holes. Therefore, you need to go even further ... if we continue with the example about the drill, then why do we need holes?

to hang a shelf in the bathroom, maybe this? - maybe
to hang a cabinet in the kitchen can also
so that the wife does not "saw", when you finally hang this shelf, she can too.
Well, in general, I think you get the idea ...

Examples:
Self-affirmation
Self-expression
Feeling youthful
Respect in your circle, etc.

Hello friends!

In today's article, I want to tell you how to find your target audience on VKontakte, if you are a complete zero and do not understand who she is and how she lives. A tool like Targethunter will help you with this.

About this service on the blog. And I still continue to use it, because best tool not at the moment.

Let's go from afar

Let's try to get in from the beginning. Let's say you are in the business of selling backpacks. How do you know who buys them more often? What groups are you in? How to find the target audience of VKontakte?

In order to understand this, you need to find the so-called core of the target audience. This is a list of people / VKontakte profiles who have already either bought backpacks or are interested in buying. And there are several options.

We collect competitors

If you are already engaged in sales on VK and you have customers, then it will be enough to analyze which groups your real customers are in. I will write a little below how to do this.

Well, what if you are just starting out? Everything is simple here! You need to find groups of competitors in social networks.

For this you need Targethunter. More specifically, the search for communities by a key phrase:

Above on the screen, I showed how this tab looks in the service itself. In the field "key phrase" you need to enter keywords. For example, in our case it can be "Backpacks Store", "Backpack" and so on. Here is your flight of imagination.

In the settings, I usually set the number of participants from 1000 people. Then I collect separate groups / separate publics for this keyword. An important point when collecting groups, you can set the country / city, in the case of collecting publics in the VK itself, it is not possible to register the country / city, so leave these fields empty.

If you just need to do an initial analysis, then it is better not to exhibit GEO either there or there. Then press start and the parser will give you the results.

Click "Open filter":

Here we remove all communities with an avatar and choose the date of the last post to be no later than a month. Click “Apply”. And then scroll through the list manually. If there are non-relevant communities there, then uncheck the box next to them, or you can remove the “minus words”.

As a result, you still have active communities in your niche. We will continue to work with this list below.

Collecting the core of the target audience

1 Tab “Collect-comments”

Using this tab, we can collect people who left comments on competitors' products and were interested in the price. These are the very potential clients.

To do this, we enter our list of groups in the first parser window, enter the keywords “Price”, “How much” and so on in the key phrases window. That is, the main requests that relate directly to the product.

As a result, you will receive a list of people who were interested in a competitor's product. Then you can see their profiles manually and see the comments. In general, you will receive a list of potential customers. I will tell you how to analyze them further later.

2 Review analysis

The second way to get the core of the target audience is to find reviews of real customers from competitors. To do this, you need the "Collect-Discussions" tab

Here again we insert the list of the received groups and in the field “Keywords in the names of topics” we write the word “Reviews”. We select the required dates and collect reviews from real customers. Thus, we get another list of clients.

3 Tab “Gathering-Participants”

The last way to get a target audience (but I think it is not so effective) is to gather people who are simultaneously in 3 or more groups of competitors. Why do I find this method less efficient?

The fact is that in addition to the target audience, your competitors may also be in 3 or more groups at the same time. It is very common for business owners to subscribe to their competitors to keep track of what they are posting and doing.

But nonetheless. We take the list of our groups and put from 3 participants. We get another list of potential customers and buyers.

Target audience analysis

So now we have a list of our target audience in our hands. What to do with it next? I'll tell you now.

For this we need the tab “Analysis - Target Communities”. With the help of it, we can analyze in which groups the target audience is, what it is interested in and into which segments we can divide it.

I will tell you how to work with this tab and divide the target audience into segments in the next article. The goal of this longread was to give you an understanding of how to find leads for your products and services.

That's all friends, if the article was useful, then share the link to it in social networks and do not forget to subscribe to blog updates.

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In this article, you will learn:

How to determine the target audience of the company

How to determine the target audience of a product or service

How to determine the target audience of VKontakte

Often a typical mistake aspiring businessmen is the fact that they believe that they are selling their product to “everyone”. It can't be! Such an approach to the sale of goods may well have a negative effect on the success of an advertising campaign, on which, as a rule, great hopes are pinned. Therefore, the first step towards successful business is the right choice of "your buyer". In this article, we will try to explain how to define the target audience.

Why is it so important to target potential customers to a specific target audience?

First, you need to figure out what it means the concept of "target audience", and define this term.

So, the term "target audience" came to us from in English: "Target audience, target group". This is the name of the community of actually existing and possible consumers of a particular product or service, created as a result of the influence of marketing.

It is quite possible that somewhere you will come across the term "target group" - this is a synonym that can give an additional interpretation of the "target audience" as a group of people to which marketing ploy brand.

Wikipedia says that the term “target audience” is used in marketing to refer to a group whose members are united by a common goal or attributes. Common characteristics, in this case, imply a wide variety of characteristics, for example, working married men from 30 to 40 years old who wear glasses.

When marketing activities is defined, then the target audience makes it possible to focus the attention of the seller (manufacturer) on the consumer of a certain group and offer an ideal product for him. Define target group and the target market framework can be done by conducting marketing research. The main thing owner and director should know about marketing → get on the course In other words, the target audience is a group that is interested and needs your product, which is interested in it. specifications and benefits.

It is necessary to determine the target audience, taking into account that it, like any market segment, has its own characteristics and characteristics. What to look for when choosing, what determining factors to be guided by - the decision is yours, dear entrepreneurs. You can be guided by the following indicators:

geographic (orientation on a territorial basis, for example, residents of Central Asia);
socio-demographic (choose by gender and age, for example, men from 25 to 35 years old who work in an office);
psychological (the desires and aspirations of a person or a group are taken into account, for example, the desire to find a way of self-expression);
behavioral (focus on people who buy a product once).

When you decide how to determine the target audience, you should pay attention to fluctuations in the number (increasing or decreasing), which is determined in thousand / person. This will give a correct assessment of the prospects for business development. Consider, as in any other group, it also has its own "backbone" - people who are the most active consumers of the product.

On the the present stage marketing development identified two types of target groups: primary and secondary.

1. Main target audience

The primary (primary - target audience) - the leading group. This target audience is most active and decisive when buying, since it usually includes people who directly make the decision to purchase products.

2. Indirect target audience

Indirect (secondary - target audience) - a passive group. Even by purchasing a product, it is still not the initiator of the purchase of a specific product or service. This group has a lower priority for brand distribution.

The example of the children's toys market will more clearly demonstrate how to define the target audience, which can be divided into two types: parents (buyers) and children (users). In this group, users are not buyers, although quite often they are the initiators, since they ask to buy it. Therefore, children are the primary target audience and parents are the secondary target audience in the children's toys market.

How to target audience of a company that sells “to everyone”, wasting advertising budget

Step 1. Determine the goals for which the target audience is selected

Target audience for an existing product

In this case, everything is elementary: you offer a specific product (service or product) that cannot be changed and does not require them, because it is already in demand. For example, let's say you sell toys at a kids' entertainment center. In this case, the target audience will tell you what advertising is needed and where, what marketing move to take.

Product for a "profitable" target audience

This case is more interesting, albeit more complicated. You are at the very beginning of your business path or are planning to expand / change the scope / direction of your activity. Let's consider how you can define the target audience of your business. Let's say a salesperson needs to serve an entrepreneurial client who is engaged in the wholesale and retail sale of coffee. He set himself the task: to increase the level of sales, but did not know which way to go. This entrepreneur has yet to decide which option is best for him: retail or wholesale, it is possible that the best solution Is the rental of coffee machines. How to define the target audience in business? The specialists used the “from the selected” method. To do this, they identified all possible target groups for all possible options, and then we worked with them, selecting the most "profitable" according to the following indicators:

the size of the check;
the time required to complete the transaction;
frequency of transactions;
the cost per lead is much lower than the amount shown on the check.

You may have already guessed that the option of wholesale trade in the HoReCa segment was chosen.

Step 2. Determine which market segment we belong to

b2b segment(business to business - businessforbusiness)

If your area of activity is the b2b segment, then you can assume that there is already a certain amount of luck in this, since this area is the most stable. b2b is the niche that is least subject to any changes in demand, apart from, of course, crisis situations.

b2c segment (business to customer - consumer business)

If you prefer to work in the b2c segment, then you need to constantly “keep your finger on the pulse” and monitor all changes in the market. The consumer's demand, like his behavior, depends on many aspects:

the state of the economy;
the political situation;
new products;
seasonal fluctuations in demand;
influence of trends, fashion, etc.

Therefore, working in this segment, the question of how to define the target audience requires an unambiguous answer, because mistakes such as targeting a very wide target group and a one-time definition are possible.

Step 3. Determine which of the tasks you want to solve

WHERE to sell.

If you are faced with a number of questions: "Where is my target audience?", "Where is it better to place your advertisement?" This means that your goal is to identify advertising channels.

WHAT to sell.

You've already figured out how to define your target audience, and you've done it. The question of what they want to acquire, what to offer them remained unresolved. Therefore, your goal is to choose the “right” message to hook your audience.

Step 4. Determine who your client is

This stage involves the distribution of clients into groups. Moreover, this must be done in a very simple and understandable language. For example, "Plumber Vasya", "Refined nymph", "Fifa of a rich husband". Your task is not to ridicule a person, but an eloquent and capacious description of his features, which can be supplemented with small remarks so as not to forget what is meant.

Step 5. Determine where your client lives

Once you've identified your target audience, you can start working with the location stage. This is easiest to do if you detail one of the following points:

Or a few days in the life of your potential target audience.

This can be a detailed description of a work day, weekend or, if necessary, a holiday.

If you offer products of impulse demand (for example, gifts for loved ones, tickets to a concert), then it is better to place ads in places where representatives of your target audience can have a couple of minutes of free time. During this time, they will be able to see advertisements and purchase the offered product without deviating from their usual schedule or plan.

Or how the client acts, if the need arose.

If you offer an “as needed” product (for example, furniture, tires, websites, etc.), then advertising is appropriate at the moment such a need arises.

Or where the person is / what he is doing some time before the need arises (pro level).

If you know exactly when there will be a need to purchase your product and start to act (promote the product) in advance. Let's say you are selling suspended or suspended ceilings and you know that they are usually purchased at the end renovation works... You need to start offering your product both at the first stages of renovation and at the stage of its completion.

Why "either"? Because after you understand how to define the target audience of a product, you will notice that each product needs an “individual approach”. This means that it must be offered at different times, in different places and on different advertising platforms.

You already understand who your client is and where he is at the moment of purchasing the product, then it's time to take the next step. It is often done to create a landing page, advertising message, or any other medium, and quite often the previous stages of work are skipped.

To compose a portrait, you need to determine:

Need. Why, why and why a client might need your product? You need to know the potential buyer "sore spots". It is this knowledge that will contribute to the creation of a good USP.
Client fear. If a person is afraid of something, then he has objections, and you need to work with them.
Selection rules. As a seller, you need to understand what the client pays attention to in the first place, and what after (secondly), when he chooses a company or offer that is suitable for himself.
The emotional impact of the product. Here it is important to understand what state your product or service causes in the client. For example, after purchasing a product, a customer feels more confident in the future, he increases his social status, etc.
Reasons for buying. Why does a client buy goods from your company, or, conversely, why he did not buy from you, but went to competitors.

How to define your target audience by asking yourself just 5 questions

To determine your target audience, you need to allocate a market area. Clustering (segmentation) is the determination of the needs of group members and the organization of proposals, on the basis of which customer groups are formed.

To segment your target audience, you can use the "5W" method proposed by Mark Sherrington. This method is one of the most popular and acceptable not only in order to determine the target audience, but also makes it possible to compose its psychological characteristics.

5 questions of market segmentation:

What - what to sell (type of product);
Who - who is the buyer (type of consumer);
Why - why they buy (motivation to buy);
When - when they buy (time and situation of the purchase);
Where - where they buy (where the purchase was made).

The table below can help you identify your target audience.

Based on the totals, the target market segment can be identified. The consumers who will enter it are your target audience. The table can be made wider to be able to analyze the performance of competitors.

Changes can be as follows: horizontal - "5W", and vertical - ways of segmentation of competitors. Such a table will make it possible not only to identify competitive advantages, but will also contribute to the organization of an effective advertising campaign. The main advantage of the method is the presentation of products focused on the needs of the target audience, its lifestyle and psychology.

How to define the image of the target audience (portrait)

For an accurate description of the target audience (CA), it is desirable to clearly characterize it. You can start by drawing up a portrait that corresponds to a simple scheme:

Age category, gender and marital status, social characteristic(status, profession, average income).
How he spends his leisure time (hobbies, hobbies, preferences, visited forums, social networks, etc.).
What customer problem will your product solve?
What is the emotional state of the client after the purchase. Perhaps he feels moral satisfaction or his self-esteem is increasing.
Why should he buy this product from you, or for whatever reason he did not do it, but went to competitors.

Now you have a portrait of a potential client. It doesn't hurt to create a photo collage or a portrait of your customer in order to visualize the target audience.

Now your products and services should be designed for a specific target audience. Often during an advertising campaign, large agencies support research with a photographic image of the brightest representative of the target audience.

Let's look at an example. Your product is a premium men's wristwatch.

The very first thing that comes to mind is that they must belong to a wealthy guy or man under 45 years old.

More correct and more detailed it may look like this:

How to define the target audience of a product or service in stages

If you offer products, the characteristics of which are practically unchanged, then it is more expedient to choose the target audience focusing on a specific product. The diagram below will show you how to determine the target audience in this case.

Stage 1. Analysis of the product.

Analyze the competitiveness of your products. To do this, compare your product with an analogue of competitors and determine its advantages and disadvantages (preferably 2-3 for "+" and "-"). It is necessary to take into account all the components, starting with the design of the packaging and ending with the place of sale.

Stage 2. Analysis of existing buyers.

Conduct a survey among real-life buyers. Ask them to answer questions about the product: why they buy your products, what problems they solve when purchasing your product, etc. This will help you understand why your product is valued, the reasons for purchasing and the distinctive features of the product. Then the results of the customer analysis can be added to the results of the first stage (product analysis).

Stage 3. Brief SWOT analysis.

Prepare product SWOT analysis. It is not necessary to make it detailed, brief information is enough to determine the leading properties of the product. In addition, you will understand the flaws that are difficult or almost impossible to change, given your capabilities. It is this document that will help to understand how to determine the target audience, becoming the defining one in solving this problem.

Stage 4. Market segmentation.

Now knowing basic properties products, segment the market. You need to define the following: real buyers, potential buyers, and those who will never be your buyer. Write a description of the segments for the above questions, and you will have a ready-made portrait of your target audience.

Stage 5. Plan of work with the target market.

Plan your marketing activities so you don't lose existing customers and attract new ones. This plan should include a product perspective: improving quality and assortment, pricing strategy and steps to promote the product.

How to determine the target audience of the site

Internet users to whom the content of the site is directed and to whom it is interesting is called the target audience or target visitors of the site. This group of people is usually interested in the information or products the blog has to offer.

This term can also be used in relation to your blog (site) on which you post information or through which you make sales. In this case, you need to understand how to define the target audience of the service and find your reader. After that, you will need to focus your attention on his interests and needs.

Where to begin? How to find out what is interesting and what the visitor expects from you? The answer to this question is pretty simple: start with sites that are competing with you. Do a little research and you will get some insight into the readers and visitors of competing sites. Let's say you're blogging about vegetarian food. This means that your first step will be to compile a list of sites that post information on this topic. If you are just getting started in this niche then start with search engines.

1) Use "Google" or "Yandex".

Imagine that you personally need information about vegetarianism, what would you write? Probably, you will write “vegetarianism” or “website about vegetarianism” in the Yandex search line. Better, of course, to act through both search engines, writing the main words in them.

In fact, there are a lot of options, but they are all similar to each other. The first will likely be online retailers offering vegetarian or health food products. To check, you can simply go in and see the information on the site.

Consider the information from the website vegetarian.ru. This resource is good in every way. It offers a large selection of recipes for vegetarian cuisine, "life stories" are written, which are also of interest to readers.

Now let's pay attention to who visits it. Here, of course, there is no definite answer on how to determine the target audience. Therefore, you must use all the resources available to you. So let's get started ...

2) Use Alexa to research your competitors.

Alexa.com is the resource that can help you and provide you with some pretty detailed information about “competing firms”. But it is not omnipotent if the site or blog of the topic you are interested in is not sufficiently advanced on the Internet.

However, let's continue our research and try to "get acquainted" with the visitors of vegetarian.ru.

To do this, go to the website Alexa.com (home page), go down below and find the search bar, into which we enter the address of the site of interest to us and click "Search".

The information received speaks of the growing popularity of the site. This means that its owner understands how to define the target audience, has chosen the right tactics and is working in the right direction. Probably, the number of people who want to eat right and think about vegetarianism is growing day by day.

If you continue browsing the page and go down below, you will see which half of humanity is more interested in this topic (let's say right away, as a rule, these are women). In addition, you can more or less accurately determine their type of activity.

Further, invaluable information for marketing is presented to you: the countries that this audience represents, and with the help of which words they find this site. Subsequently, this information can be used when placing paid advertisements, for example, on social networks or a blog.

If you continue to work in this direction, then the information received will help you when writing materials for your articles, when you will select keywords.

If the information on the site is not interesting to you or for some reason did not fit, then move on.

3) Use "SimilarWeb" to research competitors' website visitors.

SimilarWeb. This resource can be very helpful. With its help, you can see through which social networks visitors get to the competitor's website. This means you can decide how to define the target audience in in social networks.

The resource offers paid and free version, but even without paying for the use, you can get a lot of valuable information and draw conclusions about the target audience. To do this, you need to perform a number of simple manipulations: enter the site (home page), find the search bar, enter the address of a competitor's site.

You will be presented with a detailed report on the site you are interested in or the site-leader in this field. In the same way as on the previous resource, you will find out the countries whose residents are interested in information about vegetarianism, their behavior on this resource (site), their interests, the amount of time spent, the number of refusals and other equally valuable information.

Unlike the previous resource, this one will tell you on which social networks your target audience is located, which means that it is on them that you should direct your attention and strength and develop in the first place. Of course, the registration process is not complicated, so you can register everywhere, but ... Not all networks are useful for business, and advertising campaign requires certain both material and moral costs. For example, visitors to the website vegetarian.ru are mainly Facebook and VKontakte users. Pay attention to how many visitors are on Facebook and VKontakte. See also that over 4% of traffic is from YuoTube. Now pay attention to the total number of visits during the month ("100 thousand) and you will understand that 4% is a decent figure.

As you continue to work on how to define your target audience, you can pay attention to the interests of the potential client. From the data obtained, we can conclude that one part of the visitors wants to choose vegetarianism in order to prepare healthy food and drinks, and the other - to improve their health. Certainly, this information not one hundred percent and requires additional verification.

In addition, you will, again, be able to see the requests through which visitors get to the site and from which sites they "come". A report on what other sites are interesting to the readers of vegetarian.ru will also be useful.

The report ends with a list of 10 names of similar sites (again, these are also your competitors, which means you should pay attention to them as well). In short, this resource will help in finding an answer to the question of how to define the target audience.

4) Use the Russian-language service "Serpstat".

Serpstat is a website research service focused on the Russian-speaking user. It is similar to the foreign ones presented above, but there are also advantages. When you enter the home page, you will be asked to enter the url of the site under investigation. Enter and start your research.

This service aims to answer the question of how to correctly identify the target audience and understand it. You will see information about the site, such as the pages visited by users, a list of competing sites.

You will have the opportunity to analyze a competitor's backlinks, its position in the list - search results, etc. All the information obtained is very useful for marketers, and it will help you in writing interesting and useful SEO articles for the reader.

5) Explore Facebook (groups and pages).

Research on Facebook groups and public pages is necessary to know what the potential target audience is interested in, what they ask about, how they comment. Thus, you will have an additional helpful information, which reveals the undisclosed interests of users. At the same time, pay attention to which articles are most interesting to people.

However, views and analysis are good, but communication is better. And you will have the opportunity to communicate with people interested in vegetarianism, doubting the correctness of the choice, in other words, with your target audience. In addition, you can personally participate in the discussion of any issue by answering a group member.

So, go to your Facebook page and enter the word "vegetarian" in the search bar (in the upper left corner). As a result of the search, you will be offered various groups and pages on this topic. Go to any, for example, the one with the largest number of participants. We went to VegetarianUA. Now you can read the comments left in the public, and join the conversation, answering questions from users.

But there is a more interesting way how to define the target audience. Once on the group's page, type in the words that find competitors, for example, "how to switch to vegetarianism." We entered and are looking at the result: articles and comments to them have appeared. And you now have information about what interests people, what problems they are pursuing, what they need. Find out their most "sore" spots.

The next step may be to contact the moderator for permission to conduct the survey in the group. Can you explain that you are working on how to define your target audience because you want to start new blog... It is quite possible that the results of the survey will be of interest to the moderator as well.

6) Summarize.

After conducting the research, you already have the opportunity to more or less accurately compose a portrait of your target audience and determine your ideal reader. For example, let's call her Tatiana. So, "she was called Tatiana", she is from 25 to 40 years old, she has a family that she loves and cares about proper nutrition husband and child. On the this stage she is thinking about switching to a vegetarian diet, but is still in doubt. Therefore, he is interested in information about this on the pages of "Facebook" and "VKontakte", watches programs about healthy and vegetarian food on TV.

Katerina is also a visitor to sites about vegetarianism (vegetarian.ru and others). However, her goal is to learn how to cook vegetarian meals, and she does not want this to negatively affect the health of her family members.