Lesson 2 defining the target audience. Every e-commerce business wants to get more customers and increase sales according to a recent study from Staples. More than a third of business owners are having trouble designing effective marketing materials. Additionally half of the business owners
don’t even know how to reach prospective customers. Why? Because they haven’t identified their target audience when you don’t know exactly who they are. You can’t get to know them. Defining your target audience will help you identify products to sell price points for products
type of marketing materials you’ll need such as a website flyers radio ads blog posts et cetera the benefits and features you’ll be highlighting in your marketing materials keywords for marketing copy and the design of your marketing materials to get started. You can identify these basic characteristics to help narrow it down.
Demographics are the criteria you use to describe a specific part of the population. Examples include age, gender ethnicity income, marital status, occupation and educational level. Since we’re focused on e-commerce you may not need to focus on location right now.
But as your business grows you’ll want to keep an eye out for the cities and countries that most of your sales are coming from. For example, my business is based out of Toronto Canada but most of my customers are in New York Georgia and Texas. So now I specifically target those areas in my marketing. These could be topics such as interests hobbies activities and behaviors.
Some examples include interest and activities such as people who knit play board games or beginner rooftop gardeners attitudes and opinions. People who are health conscious people who value, quality over price. People who value supporting people within their community.
Defining your target audience is the foundation to your marketing. Ideally pick two identifiers if you only have one. Like just women. It’s like you never picked a target audience because that is too broad.
However identifying women between the ages of 25 to 40 who are also socially conscious knitters is a group of loyal customers waiting to happen. Knowing who your target audience can make or break your business. In this next lesson, I’m going to show you how to narrow it down even further. So you can speak directly to the perfect customer from your target audience.