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How to Refine Your Target Audience - Magnetic Copy

Before you start writing copy for any platform, you need to know exactly who you are writing for. Refining your target audience is critical to business success. It’s easy to take a ‘one size fits all’ approach. Your product or service is the best on the market, so it appeals to everyone – right?!

Well, no.

The reality is, if you try to target everyone, you’ll won’t target anyone. The marketing world is a crowded space, so you need to do everything you can to stand out from the crowd. One of the best ways to do this is to have a clear and refined target audience. You may have products or services that appeal to different groups of customers. But they are exactly this – different! So you can’t speak to each group in the same way.

Not quite sure where to start? Here are some top tips that will help you refine your target audience.

Use Your Data

No matter what industry you are in, you will have plenty of data sources to analyse. A few you could start with are:

  • Your email sign-ups
  • Your existing customers
  • Google Analytics (Your website traffic)
  • Your Social Media channels

If it’s early days and you find yourself lacking in data, take a look at the wider marketplace. Who are the main customers in your industry – what do they look like? Who do your customers target?

Look for patterns and pay attention to the groups that are appearing most often. It is safe to bet that they are your customers. From here, take steps to learn as much as possible about those people. Which brings me to my next point…

Create an Avatar

One of the most effective ways of refining your target audience is to literally have a picture of your key customer in mind.

Start with a name, an age, an occupation, and a location. Once you have this basic information, it’s time to dig a little deeper. Think about details including:

  • Marital status
  • Hobbies
  • The media they consume
  • Their social media use
  • Their likes and dislikes

Once you know exactly who you are trying to target, you can think about what they want to hear from you. Use their needs, problems or pain points, and tell them a story about why you – and you alone – are their perfect fit.

Think Quality over Quantity

When it comes to refining your target audience, customer value is key. Here are a few questions you should ask yourself:

  • Which customers do you have the longest relationship with?
  • Who appreciates what you do the most?
  • Who provides repeat business and recommendations?

Compare this group with your lower-value customers. What similarities and differences are there between the groups? Is there opportunity to convert your lower-value customers into the highest value groups? Gleaning this insight will help you to refine each group and understand how to speak to them.

And think who you like working with the most! The more you enjoy working with your customers, the more both parties will get out of the relationship.

Evaluate your audience regularly

Maybe you have clear customer profiles already for your product or service. When was the last time you updated these? The likely answer is that you haven’t since they were first created.

I get it! You have so much on your plate that it’s hard to take the time to look closely at your customer data.But it is essential to continued business success.

Go back to the data sources I mentioned before, and any new ones you have picked up along the way. Keep an eye out for anything that has changed, and update your customer profiles accordingly. That way you can make any tweaks required to your messaging in real-time.

I hope this blog helps you to refine your target audience and make your marketing more specific. It’s also okay if this information is a little overwhelming. It’s a lot to get your head around!

Let me help take this weight off your shoulders. Work with me on a website copywriting, email marketing or blog writing project, and we will take the time to together to figure out exactly who your target audience is. All your copy will be written with them front of mind.

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