how to identify a target audience

How to identify your target audience

Your digital marketing plan is all about finding customers.
The key to finding customers is knowing where to look.
But even if you know where to look, if you don’t know what you’re looking for, it can be a complete waste of time.

knowing who you’re looking for
knowing your target audience

If you identify and find your target audience, your business is on the right track.

Your target audience is the group of people who want to buy your products or services.
It is really important to identify your target audience because if you don’t you could waste time and money marketing to people who are not interested.

A successful business knows who its target audience is and how to find them.
Your digital marketing plan should provide you with this information, including:

  • the products or services you’re selling
  • your customer’s problem
  • how your product or service solves their problem
  • the price of your products and services
  • who your target audience is
  • what digital marketing methods you use to reach your target audience e.g. website, email, social media ads, blog, etc.
  • the keywords you’ll use in your marketing materials
  • the design of your marketing materials

How to identify your target audience

First list as many characteristics about your target audience as you can under these three headings:

#1. Demographics

Demographics describe your target population and the characteristics include:

  • age
  • gender
  • income
  • marital status
  • occupation
  • education

#2. Location

Your target audience can be identified based on their location such as their city, county, or country.
You can also include distance.
For example, you can target customers within 15 miles of your city.

If you run an online business and have global customers, it might not be necessary to specify a location.
As your online business grows you might notice that some cities or countries are more lucrative than others.
You can then decide to only target those cities or countries.
This will provide your business with the greatest return on investment.

#3. Psychographics

Psychographics describe your target audience’s personality and are a bit more tricky to identify.
With a little bit of thought and research, it can easily be done.

Psychographic characteristics include:

  • topics of interest
  • hobbies
  • regular activities
  • behaviours
  • attitude
  • opinion

Examples of psychographic characteristics are:

  • computer game enthusiasts
  • city break travellers
  • experienced gardeners
  • conservationists
  • comic book collectors
  • environmentalists

examples of five businesses and their potential target audiences


Once you have identified a target audience repeat the process so you can to build up a list of potential target audiences.
When you know who your target audiences are, you can then effectively market your products or services to them.
Over time you will generate statistics that will help you identify which are the best performing target audiences, so you can concentrate on marketing to them.

So remember, time spent identifying who your target audiences are will make sure your digital business marketing plan is a success.

If you would like help identifying your target audiences, please get in touch.
We would love to hear from you.