Jerry Gentry asked, “How do you get a handle on your target audience? Not what you think it is, but what it is in reality? Is it people who leave reviews, follow you blog, send you million dollar checks?” Good question, Jerry. Let’s first take a look at what a target audience IS.
Dictionary.com defines “target audience” as “the intended group for which something is performed or marketed; the specific group to which advertising is directed.” In other words, your target audience is the people you market your book to.
But, let’s answer the real question here. How do we get our target audience (those we are marketing to), to become our actual audience, the ones who buy what we are marketing to them?
Step One: DO YOUR RESEARCH
I’ve said this before and I’ll say it again. Before you start throwing out tweets and emails and shell out money for advertising, sit down and do some research. Going out into the world with a target audience that looks something like this: “Everyone age 15 to 99” is bound to leave you very disappointed in the end.. Although you may have a book that could be enjoyed by people from 15 to 99 years old, by narrowing your target audience you will have a stronger message, better results, and an easier time marketing overall.
Start with the basics: location, age, gender, education, profession, income, group affiliation, hobbies.
Narrow these as much as possible (no age range from 15 to 99). The closer you can get to defining a single type of person, aka buyer persona, the easier it will be for you to know:
See how lovely that is?
Step Two: SERVE YOUR TARGET AUDIENCE
Once you have a clear idea of who your target audience is, you are likely to become more aware of their problems, needs, and wants. Your job is to create the product and content to fill those areas. If you have a solid, narrow target audience, this should be a clear task and once fulfilled, you’ll reap the benefits.
Think of it this way: as an author your target audience is a reader of books. Let’s say your reader is a business professional looking to learn how to better promote their business on Twitter. So what do you provide them with? A book on cats? No (although who doesn’t like cats?); you provide them with a guide to Twitter for businesspeople. You’ll likely also attract this reader by providing free content on the same subject matter (Twitter) on your blog and Twitter channel. Simple.
Step Three: REACH YOUR TARGET AUDIENCE
Now that you have a clear and narrow target audience in mind, and are providing information of value for this audience, you need to get noticed. This is one of the tricker aspects of marketing but it is something we cover extensively here on BadRedHead Media. In a previous article, I shared a list of some of the numerous articles we’ve created to teach you how to market. I’ll repost it below in case you missed it.
And here are a few quick tips to get you started:
Step Four: REAP THE BENEFITS
When you have a clear image of a narrow target audience in your mind and you are actively providing them with value (with your books, services, content, social media, etc), your target audience will become your audience. These people you are trying to reach and connect with will become those who buy your books, comment on your blog, and hey, maybe even cut you that million dollar check (it could happen!).
The trick of this all is doing the hard work. Your efforts will not convert into sales overnight. For my business, it took three years to build some real traction with my target audience (authors) and now, almost five years into this endeavor, I can see how the countless hours I’ve spent blogging, posting on social media, guest blogging, etc., have contributed to the success I have now. I can also tell you that the work isn’t done. Now that I have an audience, I must strive to continue to serve them and give them value.
So, don’t give up when the sales are slow at the start. Keep working to improve your understanding of those readers you want to reach, and strive to offer them something they will cherish, enjoy, learn from.
Trust me, you’ve got this! And we are here to help. Rachel offers numerous services you can find here from marketing consultations to social media management. And I’ve been know to offer a few social media training consultations too.
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All content © 2017 by BadRedhead Media aka Rachel Thompson, author, unless otherwise specified. All rights reserved. Permission is granted to use short quotes provided a link back to this page and proper attribution is given to me as the original author.
Kate Tilton has been serving authors since 2010. Founder of Kate Tilton’s Author Services, LLC, Kate works as an author assistant, social media manager, and speaker with the mission of connecting authors and readers. Kate is the creator and host of #K8chat (Thursdays at 9pm Eastern on Twitter) and has appeared on popular media such as Publishers Weekly and Library Journal. You can find Kate on katetilton.com.