Defining your target audience is a crucial step in developing a successful PR strategy. Put simply, your target audience is made up of the people you want to get your brand in front of, in the hope that they will be interested in what you have to offer and will engage with your product or service.
Your target audience is defined by different demographics and characteristics that you can use to separate one customer from another, for example gender, age, social class and hobbies. You need to identify and understand these characteristics if you want to ensure the products you present to your audience are relevant and match what they are looking for.
Armed with a clearly defined target audience, the sky is the limit when it comes to PR possibilities. Here are three key elements of your strategy that will deliver real value if you truly know your audience:
Pitching to the media
Knowing which publications to pitch to is essential for getting your brand seen by relevant people, but if you haven’t considered your target audience demographics [and their interests] you will likely waste a lot of time and effort pitching to the wrong journalists.
To give this some context, if for example you have just launched a new stationery company, there would be little point in pitching to men’s magazines if you are hoping to sell to young professional females, but you might have more success in targeting women’s lifestyle publications.
Social media and influencers
When it comes to social media, deciding which channels you should mainly focus on will be dependent on your target audience. Which social media channels does your target audience use, if any? Demographics are key here – for example, older generations are more likely to use Facebook, whilst Millennials and Gen Z-ers favour TikTok and Instagram. No matter how good your content is, if it’s on the wrong platform you won’t reap the rewards you’re aiming for.
Understanding your target audience can also be helpful when considering whether to work with influencers. Does your target audience even engage with them? If so, consider the type of influencers that are a natural fit for your brand. Do you share the same target audience? Consumers can see straight through a poorly thought-out partnership, so always keep your brand values and target audience at the heart of all decisions.
Tone of voice and content
As well as defining where to focus your messaging, you also need to clarify what you’re putting out and how you’re doing it, and your target audience underpins all of this.
The tone of voice and language you use across your communications should be consistent and strategic to reach and engage your target audience. Unless you are targeting specific industry professionals, for example, avoid using complex jargon. Your aim is to draw people in, so use simple language that audiences can relate to.
Finally, always be sure to read the room. Consider whether it is really appropriate for you to add your two pennies’ worth to the latest viral dance craze on social media – if it’s not relevant to your target audience, steer clear. Instead, focus on content that is of value and interest to the people you’re trying to reach.
If you want support with defining and engaging your target audience, get in touch.