blog graphic about women defining target audience

Defining Your Target Audience to Develop a Stronger Brand—A Guide for Ambitious Women

August 10, 2021

Not having a defined target audience is like throwing darts with your eyes closed and hoping you hit the bullseye—your dart is more likely to end up in someone’s drink than in the actual target. If you are a small business owner, coach, influencer, blogger, leader, or content creator you need to clearly see your target so that you can effectively connect with your community. Also referred to as customer personas or a target market, this is the group of people you want to reach and engage with your business and/or content.

Why a busy, ambitious woman still needs to take the time to define their target audience.

When it comes to business and content creation the idea isn’t to reach as many people as possible, but rather to reach as many of the right people as possible.

If your brand is seen by thousands of individuals, but only one or two of them is interested in what you have to offer, that’s going to lead to very many clicks, conversions, subscriptions, sales, and followers. On the other hand, if your seen by only a few hundred, but most of them are interested, you’re going to have a lot more impressions.

blog infographic about women defining target audience

Detailed target audience descriptions are used to develop brands and brand strategies and usually find a home somewhere in a business plan or strategy packet for reference later on. If you plan on growing your business and having investors on day you will most definitely need to have a business plan and there will need to be a super comprehensive section in it all about your target market, but that’s a conversation for another day.

Target audience descriptions inform literally every aspect of a brand from the visual design to the content created and how it is shared with a community, so it’s really helpful to define it at the beginning of the process. Take if from a lady who didn’t get to that part of the process till about mid-way through and had to back track to align the rest of her brand strategy with her target audience analysis (insert hand to face emoji here). Save yourself some time and start with your target market.

Elements of an effective target audience profile.

  1. Name: I personally like to give my target audience profiles first names like Sporty Sally or Ambitious Anne for reference, but this is optional.
  2. Age: I like to be specific here, but if you prefer you can use a range or five to ten years.
  3. Gender: Female, male, non-binary, transgender, etc.
  4. Ethnicity: Black, Asian-American, Pacific Islander, Latinx, Native American, White, etc.
  5. Education: High school graduate, college educated, Master’s Degree, certifications, etc.?
  6. Income/economic status: Are they middle class, upper class, etc.? You can even include an estimated income here if that helps you.
  7. Status: Single, married, divorced? It is helpful to include sexual orientation here too if relevant.
  8. Children: If they have kids how many?
  9. Occupation: What do they do to earn a living and pay the bills?
  10. Location: What country, state, or area do they live in?
  11. Communities: Are they apart of a minority community or social community? LGBTQ+, Moms Against Drunk Driving, women with disabilities, etc.
  12. Social media: What social media platforms do they frequent?
  13. Values: What things are most important to them? Does family always come first or do they live for their careers? Is human rights activism a core part of their life or supporting their local community? You get the idea.
  14. Personality: Do they have a good sense of humor or are they super serious? Are they open-minded, or do they prefer to stick to what they know? Describe what this person would be like in real life.
  15. Interest: This one is pretty straight forward. What are their hobbies and interests?
  16. Pain points: What problems, concerns, or inconveniences do they have. It’s important to include the pain points that your brand can solve for them, but I also like to include others too, to give a more complete picture of the audience.
  17. Goals: What is this audience trying to achieve? What is their ambition or objective?
  18. Motivations: What drives your audience to peruse the goals they do.
  19. Keywords: In a digital world driven by SEO and algorithms I find it helpful to include a keyword section in audience profiles. I usually include about ten words, but you can use as many or as few as you like.
  20. Anything else that is specific to your brand that would be helpful for you to reference

Tips and tricks to help you define your target audience

  • Be as specific as possible. The more details the better! This will help you build a more effective brand strategy. The closer you are to the target the more easily you can see it and more likely you are to hit the bullseye.
  • Use real people as inspiration for your profiles. When I developed my business plan and target audience profiles/description I looked at people and businesses that I wanted to work with and built personals based off of them.
  • Do more than one target audience profile. I suggest somewhere between three and five. This will give you a better picture of your overall audience.
  • Once you’ve done the work put your profiles and description right into your business plan or brand strategy packet. Use it to build your brand, as reference later on, and when your presenting your brand to people you want to work with.
  • Every couple of months, or at least once a year, go back and review. Your documents are not set in stone. If you have made changes to your brand or target audience, make sure you update the details you have recorded. ­