Definition: Target Demographics
Target demographics refer to the traits you use to describe your ideal prospects — or, as we like to say, potential clients. Your target demographics might include outward characteristics such as age, gender, and profession, or more nuanced attributes such as beliefs, mindsets, where they spend their free time, reading preferences, and, of course, their pain points. Target demographics are not the same thing as a target audience or target market, but they are complementary. Your target market refers to a group of existing or potential customers your product or service is intended for, while your target demographics define them.
Unfortunately, many people in new business development don’t know how to define their ideal target customer. Think back to that one science project you spent so much time perfecting as a kid. When all was said and done, you knew everything there was to know about your topic. Defining your target demographics works the same way: you need to dig in to really understand your target audience and ideal customer. The more you know about who they are at an intrinsic level, the more effectively you’ll be able to find and market to them.
How to Develop Your Target Audience
To develop your target audience profile, try this exercise. Jot down answers to the following questions:
- Who is your target audience?
- What do you know about them?
- What are their pain points?
- What stories are you telling them?
If you’re not sure how to describe them in detail, identify one or two current clients that you would love to have more of.
- Call them up and talk to them about the problems you solve for them.
- Ask them why they picked you and what they perceive to be the best thing about your business.
- Write down what they say in their words, not yours. This is the language you will use to build and attract your target demographics.
Once you begin the process of really understanding who your target audience is, you will be able to identify how to reach them and communicate with them because you will know so much about them that you will recognize them right away. You know exactly what they need and how you can help them. After all, isn’t that what you want, is to help them?