The first thing we consider in marketing operations is the target audience.
What is Target Audience?
The target audience refers to the potential customer group with specific demographic, geographic, behavioral, and psychographic characteristics focused on marketing a product or service.
Defining the target audience correctly makes marketing efforts more effective because it enables the right message to be delivered to the right people.
As advertisers, we first want to divide the target audiences into groups. Even if a brand’s target audience is broad (mass), we still deliver messages by segmenting them.
The reason for our desire to divide audiences into groups and also evidence of McKinsey’s report. it can be found in Because 71% of customers expect personalized content tailored to their specific needs and interests.
When determining the audience, everyone can develop their own search methods. Let me tell you what I pay attention to when defining the audience.
Types of Target Audience Research
First of all, you cannot know a brand’s target audience better than the brand owner. to understand the audience. I talk to everyone working in the brand one by one From the sales department to the person serving meals inside.
I try to understand the character of the purchasing audience. I ask questions like how they sell, how they treat them, who they are, why they buy, where they spend their time, and I can add thousands more questions to these. I start searching for polite answers to these questions.
Depending on the product or service sold, the industry is of course known. The audience can be broad or niche. For example, if you are a shoe brand, your target audience can be men, women, and children. But if you are a running shoe brand, your audience narrows this time.
As a digital marketing expert, after talking to the brand, the first screen I open is Google Analytics is I look at the audience’s demographic, geographic, or interest areas from past data.
You can find interests, ages, and cities from the Google Analytics screen above. These screens may seem a bit confusing to those who are not very familiar with them.
Starting from myself, I solved this complexity by knowing what I wanted to look at before entering the panels. If you enter without knowing what you want to look at, you can get lost.
Social Media Target Audience Analysis (Instagram & Twitter)
If I’m going to analyze on social media, Meta Business Manager’I do it through It’s very rare for me to look at audience analysis on Instagram. If I’m going to look there, I usually examine users one by one by looking at comments.
For Instagram target audience analysis “Insights” section in Business Managergo to the
Select the target audiences from the left menu.
The current target audience data you see above. This audience consists mainly of males.
There is also a section where you can see potential audiences, click there and you can also find insights on the target audience.
One of my favorite places to look is here. How is my performance compared to other businesses? My followers, interactions of the audience in posts compared to other businesses, etc.
For example, here, this business shares fewer posts than others.
Twitter Targeting Method for Finding Interest Areas
So far so good, but we still haven’t detailed the interest areas. One of the methods I use most when selecting interest areas is the Twitter Ads.
Twitter’s own recommendation system works very well. For example, when you write some Twitter accounts related to “accounting”, it shows you similar ones. Let’s give an example.
I just added 3 accounting accounts. It directly brought out similar accounts. this You can use this to understand the behaviors and interests of the audience.
Finding Interest Areas on Facebook (Little Known)
Let me show you a method that is little known to you.
We find someone we think is in our audience on Facebook.from Facebook. We have to act as a “stalker” 🙂 🙂
After finding the profile, we select “More” and then select “Likes”.
If you can find 1 correct person, it provides incredible insight. I know the person whose example screenshot I took. She liked “Bağdat Street” at the time, and I know she lives on Bağdat Street.
Be sure to use this method, then you’ll thank me.
Examples of Target Audience
Competitors provide good insights into target audience examples. After going from accounting to Twitter, let’s try to understand which group the “Paraşüt” program’s ad targeted.
https://www.youtube.com/watch?v=rjtTkYqqXdc
Some of you may remember Paraşüt’s first ads. You can check it out from the link above.
Here, it directly targets small business groups. A persona named Ahmet has been drawn. The first sentence he says in the ad is:
“Ahmet has a small business.”
From this perspective, everything is very clear.
Thank you for reading this far.
As a final word, we found their age, found their interests, understood their behaviors, looked at what competitors are doing. From now on, we will start grouping the audiences. We will gradually touch on this later.
Stay safe for now.