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What is a target audience?

A target audience is a defined group of people who share the same common characteristics, usually based on demographics and behaviors.
Steven van Kerkhoven
Last Updated
October 22, 2021

The very first step in creating a strong personal brand is defining who your target audience is. The way you communicate, portray yourself, the things you share and post should all be in line with who your audience is. That means in order to know where, how and what to post, you first need to know who you are posting for.

A target audience is a defined group of people who share the same common characteristics, usually based on demographics and behaviors. The defined characteristics could be the following: gender, age, location, purchasing power, profession, stage of life and marital status.

Determining who your target audience is, is the very first step in knowing what kind of content you need to share through social media. Your social media and marketing strategy should be targeting this group of people, meaning your tone of voice and content should really appeal to these potential customers.

Define your target audience

Examples of a target audience:

  1. Small businesses, with less than 50 employees, located in Europe and who have a lot of growth potential but are not up to date with GDPR or cybersecurity on their website.
  2. Individual clients (personal brands) with a net worth higher than $1.2 million that are concerned about the current earning capabilities of their assets and what will happen to those assets when they are passed to their heirs.
  3. Growing businesses of less than 50 employees that need accounting services now and will rely on them to a greater extent as their businesses and requirements grow, particularly those that will benefit from areas of specialisation, such as pension and retirement program planning.
  4. Established technology businesses (> 5 years) of more than 50 employees that value a law firm that offers comprehensive legal services, particularly those in innovation/ technology-driven industries.

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