EPISODE 033 | APPLE PODCASTS | SPOTIFY

Why is understanding your target audience so important? Because it is one of the most critical factors for your business's success. It's not just about who might buy your products or engage with your services—it's about knowing who will benefit most from what you have to offer and why.

Knowing your audience shapes everything from your product development to your marketing strategies, customer service, and even how you communicate your brand's message. It's the difference between shouting into the void and having a meaningful conversation with someone who truly wants to listen.

In this episode, I talk you through the why and the how. I’ll be guiding you through actionable steps to help you identify and understand your target audience, ensuring these steps are informed, intentional, and impactful.

THE FOUNDATION OF SUCCESS

Why do some businesses thrive while others struggle to get their message heard? The answer often lies in how well they understand their target audience. It's this understanding that impacts every part of your business, from product development, to all your marketing strategies, your customer service, and your brand positioning.

Knowing your audience means more than just recognising their basic demographics. It's about understanding their needs, preferences, challenges, and how they make decisions. This deep insight allows you to create products that truly solve their problems, create marketing messages that resonate and build customer experiences that feel good at every touchpoint.

THE PITFALLS OF A BROAD APPROACH

In an attempt to cast a wide net, it's tempting to target as broad an audience as possible. I totally get that. That feeling that you don’t want to limit yourself, in case that has a direct impact on the success of your business. I felt exactly like that when I first started, and in fact for my first few years. It wasn’t until I met with a magazine editor, of a publication I so hoped to work with, to have my work featured on their pages. It was a meeting that had taken me ages to secure and I was both excited and so nervous about meeting her. One of her first questions was what is your exact style and who do you create your designs for. And I answered back very naively, I love to create all styles and I’m so happy to work with all types of customers, and with that - now I completely understand her reaction - her eyes glazed over.

This approach, focussing on a wide audience, often leads to diluted brand messaging and a lack of connection with any specific group. When you try to speak to everyone, you risk not effectively speaking to anyone. Your messages become generic, your products lack focus, and your brand loses its unique voice.

It took until that meeting for me to realise that, and after that, I began to really focus on my very specific target audience, and the next time I met with the same editor, the conversation flowed far easier and she became an incredible supporter of my brand. She taught me an incredibly important lesson and I’ll forever be grateful for her initial reaction. And once I had really identified my target audience and communicated effectively, this is when my brand really began to take off.

A lack of focus can not only reduce the effectiveness of your marketing efforts but also lead to wasted resources and missed opportunities for genuine engagement. It's like trying to shout in a crowded room hoping someone will hear you, rather than having a direct conversation with someone interested in what you have to say.

OK, so there are of course times when having a wide audience is hugely successful, take two of the biggest global brands we all know, Apple and Amazon. These brands have seemingly defied the importance of a niche audience, by appealing to vast, diverse markets. So, how do they make it work, and what sets them apart from the pitfalls that small businesses might face?

Amazon started as an online bookstore, in understanding its audience's evolving needs allowed it to expand into virtually every product category imaginable. Amazon's success lies in its relentless focus on customer service, convenience, and innovation. It uses data-driven insights to understand and predict customer behaviour, making personalised recommendations that make every customer feel like the platform was designed just for them. For Amazon, the broad audience strategy works because it's built on a foundation of deep customer understanding and engagement at an individual level.

Apple's approach is different yet equally effective. By focusing on design, innovation, and user experience, Apple creates products that appeal to a broad audience yet feel intensely personal and desirable. Apple's success with a wide audience is grounded in its ability to create a strong brand identity and a sense of community among its users. It focuses deeply on selling an experience and a lifestyle.

For small business owners trying to replicate the broad audience approach of Amazon or Apple can be challenging due to resource limitations and the need for a more focused market presence to cut through the noise. Unlike these giants, small businesses often thrive by identifying and serving a niche market exceptionally well. This doesn't mean small businesses can't grow their audience base over time, but starting with a clear, defined target market allows for deeper connections and more effective branding.

THE POSITIVES OF NICHING DOWN

In a world where everyone is bombarded with messages from all directions, speaking directly to a specific audience isn't just smart; it's essential. Niching down allows you to cut through the noise and reach the hearts and minds of those most likely to resonate with your offering. But what exactly makes niching down so powerful?

Firstly, it enables deeper engagement. When you speak the language of a specific group, you're not just another brand; you become part of their community. This level of engagement builds trust, loyalty, and, importantly, a sense of belonging among your customers.

Moreover, niching down typically results in higher conversion rates. Why? Because your messages, products, and services feel tailor-made for your audience. They see the value immediately, and the decision to buy becomes a no-brainer. In essence, by serving a smaller segment of the market exceptionally well, you're not limiting your business; you're focusing your energy where it can make the most significant impact.

EMBRACING AUDIENCE EVOLUTION

However, understanding that your target audience isn't static is important. As your business grows and the market moves, as always happens, so too will the needs, desires, and challenges of your audience. Staying attuned to these changes means you're always positioned to serve them best.

Embracing audience evolution involves being open to feedback, being aware of industry changes and trends, and being willing to pivot your offerings as necessary. You want to create a business that's not only responsive but you are also aware of what’s going on, to the point that you can anticipate your audience's needs.

THE MIRROR EFFECT

One of the most profound realisations you can have as a business owner is recognising that your target customers often mirror your own values and beliefs. This alignment isn't coincidental; it's a testament to the authentic connections that form when a brand genuinely embodies what it stands for..

When your business values resonate through your products, your marketing, and your customer service, you attract people who share those values. This connection goes beyond the superficial level of simply needing a product or service—it's about wanting to support a business that stands for something they believe in. For instance, if sustainability is a core value of your brand, you're likely to attract customers who prioritise eco-friendly living and are looking for ways to make more environmentally conscious choices.

You can find out more on this within a free PDF guide (link below). It covers the five steps to help you gain a clear understanding of how to start and grow a loyal brand community. And includes the tools and knowledge to create compelling content, connect with your target audience effectively, and establish a strong brand presence.

NICHE MARKETING & COMMUNICATION

Diving into a niche market might seem counterintuitive when you're aiming for growth, but this focused approach is so important and will lead to success. Primarily, it leads to more efficient use of resources. When you know exactly who you're targeting, everything you spend on product development, marketing, and customer service is more likely to hit the mark. There's far less waste and it will give you a far greater return.

Moreover, a niche focus fosters stronger brand loyalty. Customers in niche markets often feel underserved by mainstream offerings. By addressing their specific needs and speaking their language, you're not just selling them a product or service; you're validating their choices and lifestyles. This acknowledgment builds a deep sense of trust and loyalty, transforming customers into passionate advocates for your brand.

REAL WORLD EXAMPLES

Let's look at two brands who have had success in the same sector, but with very different target audiences:

Firstly, Moro Dabron, founded by Austin Moro and Eliza Dabron, both are passionate about the art of scent, history, and aesthetics, and they have successfully carved out a unique niche in the luxury home fragrance market, which has got to be one of the most competitive product-based markets. They create candles and room scents that evoke the grandeur of bygone eras and exotic gardens, appealing to discerning customers who appreciate depth and a strong historical story.

Targeting a niche audience of luxury home decor enthusiasts, they utilise a marketing strategy that emphasises the richness of their products' inspirations. They share beautifully crafted stories and imagery, showcasing their incredible products and their fragrance. This focus allows them to engage deeply with customers who see value in both luxury and the narratives behind offerings.

And then in contrast The Botanical Candle Co., based in Shaftesbury, in the UK, carves its niche by focusing on hand-poured candles made with soy wax and pure botanical scents. Their commitment to sustainability, natural ingredients, and a focus on handcrafted products speaks to an audience that values eco-friendliness, wellness, and the simplicity of nature in their home. They emphasise the artisan process and the purity of their ingredients, catering to customers who love a natural, environmentally conscious alternative to conventional home fragrances.

While both companies operate within the home fragrance market, their strategies in engaging their target audiences differ significantly:

• Moro Dabron utilises a narrative of luxury and historical inspiration to attract customers who seek an element of grandeur and storytelling in their home fragrances. Their marketing includes rich visual content and storytelling elements.

• The Botanical Candle Co. focuses on the transparency of their production process, the sustainability of their ingredients, and the health benefits of using natural products. Their communication strategy shares behind the scenes making of their candles. It’s highly engaging, beautifully down to earth and inspiring.

These examples underscore the importance of clear brand positioning and understanding the specific desires and values of your target audience.

Whether it’s about luxury and history or the appeal of sustainability and wellness, knowing what your audience wants allows you to tailor your products, messaging, and overall brand experience to meet those preferences.

Both Moro Dabron and The Botanical Candle Co. demonstrate that success doesn't come from trying to appeal to everyone but from deeply understanding and connecting with your niche, thereby building a loyal community around shared values and interests.

IDENTIFYING YOUR TARGET AUDIENCE

I would love now to share six steps with you, to help you pinpoint your ideal customers:

1. Analyse Your Current Customer Base: Start by looking at who's already buying from you. Identify common characteristics and behaviours. What do they have in common?

2. Conduct Market Research: Use surveys, interviews, and social media engagement to gather insights about potential customers. Look beyond demographics—explore their habits, preferences, and pain points. The episode I shared last week, will help you to conduct brilliantly impactful surveys, it’s episode 032.

3. Create Customer Personas: Build detailed personas for different segments of your target audience. Include demographic info, interests, challenges, and goals. Make them as real as possible.

4. Evaluate Your Offerings: Look at your products or services through the lens of your personas. Do they address the specific needs and desires of these personas?

5. Test and Refine: Use digital marketing tools to test your assumptions about your target audience. Analyse the data to refine your personas and strategies.

6. Stay Open to Evolution: Remember, markets change, and so do people. Frequently revisit and adjust your understanding of your target audience.

By following these steps, you'll be able to identify your target audience and take the first steps towards creating a business that resonates deeply, engages effectively, and grows sustainably.

And if you are currently not working with your ideal client, you can absolutely change this. Over the years I have changed my target audiences quite significantly, and each time I have found it absolutely possible to gently reposition my brand and connect with the people I would most love to work with. 

Instead of following the steps above, looking at your existing audience and niching down, take a blank piece of paper and start describing the exact audience you would most love to work with.

I will follow up with a later episode on how to find and connect with that audience and the steps you need to follow, but at this stage, I’ll share three quick steps to help you both understand and identify exactly who you would most love to work with.

1. Start with a clean slate, picturing the ideal customer you’re eager to support. Consider their lifestyle, values, and the challenges they're facing that your business can address. Envision their day-to-day life, their hobbies, and the type of content that captures their interest. The more detailed your visualisation, the better you can tailor your offerings and messaging to resonate with them.

2. Understand Their Needs and Goals: Pinpoint exactly what your ideal customer aims to achieve and the barriers they encounter. This understanding is crucial for shaping your products or services to effectively meet their needs. It's about moving beyond the surface level to grasp the core challenges and desires that drive their decisions.

3. And finally, take a moment to assess how your current products or services meet the needs of this ideal customer. Is there a gap between what you offer and what they're looking for? If so, think creatively about how you can pivot or broaden your offerings to bridge that gap. This might involve tweaking existing products, introducing new services, or even rebranding to better appeal to this audience.

CONCLUSION

As we finish today's episode on understanding your target audience, it's clear that this is not just a foundational step in creating a successful business—it's an ongoing process that touches every aspect of your operation. From product development to marketing, customer service, and beyond, knowing who you're speaking to is paramount. It shapes your brand's voice, your offerings, and the way you connect with the people you support.

We’ve looked at the importance of niching down, the power of understanding and evolving with your audience, and practical steps to identify and refine your ideal customer base. We've seen how this strategic focus not only prevents the dilution of your brand's message but also amplifies your reach within your specific niche—much like the examples of Moro Dabron and The Botanical Candle Co. have illustrated.

Remember, identifying your target audience isn't a one-and-done task. It's about continuous engagement, staying adaptable, and being open to learning more about the people who love what you do. The insights you gain from this process are invaluable, enabling you to create deeper connections, more meaningful products, and compelling messages that resonate directly with those you aim to support.

I would love you to take these insights and apply them to your own business. Reflect on the steps shared today, visualise your ideal customer, and start making intentional choices that align with your business goals and the needs of your audience. And remember, if you're not yet working with your ideal clients, it's never too late to start making changes that will attract them to your brand.

Thank you for joining me, and I very much look forward to sharing further strategies for finding and connecting with your target audience in our upcoming episodes. Your business has the potential to make a significant impact—start by getting to know those you wish to support, and the rest will follow. Here's to building a brand that not only succeeds but also truly resonates with your ideal customers.

Warmest,
Philippa