Your Niche: Why Demographics Are So Important

Regardless if you are starting out in your business or you are redefining your target audience or you are even switching your niche: it is important to make some decisions about the demographics of your audience.

I consider them as the first markers that you put in place that narrow your target audience.

You might wonder why you should narrow your client description. Wouldn’t it be better to have as many people as possible in your target audience?

Not really!

Have you ever been at a networking event where you asked another person who their product or service is for and they answer with something like: “Everyone who has skin!” Do you find that appealing? (I am assuming here that you do have skin so you would fit into this target audience.)

I guess not! Because no one wants to be everyone!

Narrowing your audience will make it easier for you to market and for your audience to self-identify that they might want to be working with you.

Demographics are just the first markers to start the narrowing process.

Here are the most common and important demographics to consider:

Gender: If your services or products are clearly designed for one gender, no need to waste any energy and marketing funding to attract the other. Unless, of course, if they are the ones making the purchase decisions! Often women make the purchase decisions for their husband’s clothing, care products, etc.

Geographic Area: Your product might be relevant globally, however, you might choose to market to a smaller geographic area. For example, if you have a local business, you will only want to market within a range of, let’s say 50 miles. You are a licensing or franchise organization? As a result you may have a specific territory to market in. If you offer a service that requires you and your client getting on the phone, you may keep time zones in mind. You may choose to market only to countries where your language is spoken. Keep in mind you can narrow this down to Zip Code/Postal Code if needed!

Age: Your product may have a particular appeal to an audience of a certain age. Similarly, you may prefer to deal with clients who are a similar age as you. Further, you may focus on a very different but clearly defined age bracket. Be careful if you service one age group and your buyer is another age group, for example you are a coach for youth and the parent will hire you. Or you service the elderly and it is their sons and daughters who will be looking for your service.

Faith: Some products and services are specific to people of a certain faith.

Education and Income: These two are often related. You may be targeting a group of a specific income bracket. Maybe because your clients need a certain disposable income to be able to afford your product or service or because they are in a specific market segment to desire what you have.

Personal data: You might have products or services that are designed for people of a specific body size (height, weight), or perhaps skin condition, hair volume, etc. These are markers that are more challenging to target through segmentation. You may need to narrow your audience through your copy. You can only achieve the targeted copy if you are clear what is important to your audience.

Having clarity on your demographic markers will certainly help to narrow your audience. And it is only the start. In my next article I will take it to the next level. I will introduce psychographics as an additional way to define your niche with more precision.

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Petra Mayer

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