How to Figure Out Who Your Target Market Is


Knowing who your potential clients are is one of the first requirements of any successful business. When you know who your target market is, you will know how to best sell your product or service to them. With your target market in mind, you can develop marketing and sales strategies with a key message. To help you figure out who your target market is, we have put together a step-by-step guide to get you started.

What is a target market?

A target market are the people, businesses and other key stakeholders that you are selling your products or services to. Put simply, these are the core potential clients you need to focus on. Their engagement to your product or service will impact business outcome in the long run.

How to identify your target market:

1. Establish your customer profile

First, you need to understand what it is you are offering your clients. Next, consider the people that will need your product or services the most:

  1. What is their age group, profession, and location? 
  2. What are their buying patterns? 
  3. Why would they need the product/service you are offering? 

Make sure you consider anything that matters to your core offering. This is what’s known as demographics

Once you have an idea about an ideal client you want to target, analysing their digital footprint, such as social media, will help you understand their likes, dislikes, motivations and pain points. This is what’s known as psychographics. 

2. Use your business data

If you already have a set of clients, look at your internal data as an indication of who your target market is. Analyse sales information from your database to see location, gender and other basic information. You can also look at data from your website analytics or social media followings.

3. Conduct market research

If you have competitors that are leaders in the market, take the time to assess their sales and marketing techniques. Observe their marketing approach, but don’t copy. 

For example, they could be promoting a new product which clearly targets new dental surgeries in the Greater Sydney area. Your market research should focus on finding:

  • Where are they advertising, including platforms such as their website, social media pages and search engines? Don’t forget to take note of any print advertising. 
  • What core messages are being included on each medium, and are there any keywords which are repeated across all platforms?
  • What do their digital assets include (photos, infographics) and which demographic of person do they include in their photos?
  • What reviews are they receiving from both their clients and their employees?

This can tell you a significant amount of information on who their target market is for not only this product, but their overall offering. 

4. Create market segments

With an understanding of your target market now in place, you need to segment this audience into smaller groups. For individuals, it could be according to the location , gender, age, marital status, or occupation. For B2B industries, your targets should include segments associated with the business itself.

When you group your audience into these segments, it becomes easier to create sales and marketing strategies that target these specific groups. You can use the right message and imagery to sell your products or services, and create buyer personas that make sense to you.

What's next?

Once you’ve identified your target audience, you can make more informed marketing decisions that give you a better opportunity to level up your marketing. It also allows you to  focus your marketing efforts and better allocate budget for segments that are most likely to buy. 

Need help finding your target audience? Let us help.

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