It doesn’t matter how great your ads are or how beautiful your website is. The truth is, your marketing efforts simply won’t work if they aren’t directed at the right target market.
That’s why deciding who your target market is and making a marketing plan around them early on is crucial.
So what is a target market and how can you find yours?
We are Kliken. And in this article, we’ll tell you:
Understanding what is a target market
A target market is the group of potential customers at which your marketing efforts are aimed. They are your “target,” so to speak because you’ve determined that they’re most likely to buy your products based on a number of factors.
Among those factors are things that they have in common: The members of your target market are grouped together because they have something – but not necessarily everything – in common.
Take a brand like Glossier, for example. With just a glance at their website, you can quickly form an idea of their broader target market: Probably cosmopolitan 20-30 somethings located in major cities who are looking for skincare and makeup that is budget-friendly. Of course, they have many customers who don’t fit into this target. But the vast majority of their shoppers have significant commonalities.
That’s an easy one. But it’s not always so straightforward.
And what makes it even more complicated is that you can get more specific within your target. You can further distinguish the members of your broader target market into segments by different demographic metrics.
Doing so can make your targeted marketing strategy more effective.
Why your target market is important
The importance of a target market is pretty high on the marketing priority list. Without identifying one, you’re basically marketing to the world at large and hoping something sticks. It’s like playing darts blindfolded and hoping you hit a bullseye.
This will result in a lot of wasted money and low conversion rates.
The best way to think of your target market is as a foundation and your entire marketing strategy is what is built on it. Without a solid foundation to build on, your marketing strategy will fall flat.
So here’s what you need to know about the types of target markets and how to select yours:
Identifying your target market: 4 types of target market segmentation
In an effort to define your target market, you want to answer the following questions:
These questions can be answered using any of the four types of target market segmentation we’ll review here:
Let’s review each in detail.
1. Demographic segmentation
This is the most popular method used to define target marketing strategies. It builds a target market based around observable commonalities in shoppers. These include age, gender, education level, socioeconomic status, and more.
Let’s go back to the Glossier example. It’s likely that a company such as this one uses demographic segmentation to narrow down its target market.
Demographic segmentation takes a broad approach to fitting a lot of different customer types under one umbrella based on a list of similarities. And depending on how targeted your products are, it can often work quite well.
2. Geographic segmentation
Geographic segmentation is useful if the products you sell are limited to a certain region. It’s also a good method if you sell products that are location-specific, or if you have a brick-and-mortar store and your web presence only supports that store.
However, this is often not the case with ecommerce stores. So it’s unlikely you’ll define your targeted marketing strategy around geography if your business is primarily ecommerce.
3. Psychographic segmentation
Psychographic segmentation is similar to demographic in a sense, but it goes deeper into the customer profile.
Unlike demographic segmentation, psychographic doesn’t assume that everyone from the same age group, gender, or religion, for example, largely behaves the same way toward making purchases.
Psychographic segmentation aims to understand shoppers based on segmented personality traits, belief structures, and lifestyles.
Tom Ford is an example of a brand that uses psychographic segmentation to define its target marketing strategy. It markets to shoppers based on lifestyle, which transcends all the demographic categories we outlined above.
Regardless of your age, gender, or any other demographic segment really, Tom Ford appeals to people who live a high-end, luxurious lifestyle.
On the other end of the spectrum, the newcomer ecommerce success, GymShark, which also employs a psychographic segmentation strategy, appeals to people who live a fit and active life.
You can be 80-years-old or 20-years-old and still fit into GymShark’s target market based on your lifestyle preferences.
4. Behavioral segmentation
The fourth, and final, type of target market, behavioral segmentation aims to understand how your customers behave when they’re interacting with your ads and marketing.
In this way, it’s a reactive approach to targeted marketing. You can’t understand behavioral segmentation until after you’ve already started marketing your products to a group of customers.
Behavioral marketing builds on the former strategies. And it has immense value in real-time.
You can understand behavioral marketing by studying how shoppers interact with your ads and website, what they spend money on, and how loyal they are.
Tools like Google Analytics are immensely helpful for gathering this data.
Don’t miss out on your target market
With modern marketing tools, it’s never been easier to find a captive audience. Here’s how Kliken can help connect you with your target market:
Targeted marketing made simple with Kliken
Kliken simplifies the process of selecting your target market by syncing your store with Google Shopping & Ads. By doing so, we ensure that your products are seen by potential buyers at optimal moments.
We’ll get you access to the most targeted type of marketing out there. And with our easy-to-use platform, we make it simple and accessible for you. This way your ecommerce store can start getting more leads, more traffic, and more sales right away.
With Kliken, marketing your brand has never been easier. Because we do all the heavy lifting for you. That way you can focus on running your business.
As the world’s #1 Shopping and Ads marketing platform, Kliken has helped over 1,000,000 small businesses worldwide grow their sales on Google and get a return of up to 7x their original ad spend. Our proven marketing solutions can help you to unleash the potential of your ecommerce business.
Learn more about how customers use Kliken to grow their businesses online here.
Author: Michael Arnold
Michael is a freelancer from New York City. When he isn’t writing about how Kliken unleashes the marketing, you can find him reading, writing for pleasure, or traveling the globe.