How To Identify Your Brand’s Target Audience When Selling Online
A target audience is a group of people (and potential customers) that aggregate characteristics in common – such as generation, social class, and purchasing behavior – and serve as a guide for your business decision-making, especially in pricing and marketing issues. Conquering it should be your focus – after all, it will not be possible to sell without it.
To determine the target audience of your online store or on Instagram business, it is essential to know:
What does he consume;
How often;
What are their pains and needs (and if your product solves them);
If they would pay for it (as quoted in the previous chapter);
What are your existing subgroups (the cosmetics segment, for example, can serve more than one target: from young people to mature women)?
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- Create Personas
Considering the above subdivisions, seek to identify more closely the personas and their main characteristics, such as:
Genders and Ages;
Locations (this attribute will also help you to define shipping methods and shipping values . If your targets are predominantly from one or two cities, for example, you can create discounts for such regions);
interests;
Occupations and socioeconomic levels (which concern purchasing power and will guide you when pricing).
To find out even more about your target audience, look at the competition: how does it address them? And how does he interact?
In this way, you will be able to outline better the tone, the most effective advertising campaigns, and social networks to communicate, promote your virtual store and attract customers.
How To Find The Ideal Platform To Create Your Online Store
Now that you’ve chosen the segment and target audience for your business, it’s time to get your hands dirty: set up your virtual store! There are two main alternatives: investing in creating a website or in an eCommerce platform.
The first solution is flexible customization; however, it is a more expensive project (due to the need to hire specialized agencies), which usually takes months to execute.
E-commerce platforms, on the other hand, offer affordable monthly fees, technical and operational parts ready for you, and integrations with other management and marketing tools. In whatever you do make sure your website has an auto-reply message ability.
