Module 1 – How to Identify Your Audience
When asked the question, “Who is your target market?”, many small business owners will answer “everyone”.
Of course, trying to reach “everyone” means your message is likely to be diluted and won’t resonate with audiences as powerfully as it could if it was crafted to speak to the specific needs and interests of a well-defined group. The more you know about your audience, the better able you will be to deliver the information they need to convert them into guests and customers.
To begin thinking strategically about who you are targeting, try creating an Audience Profile or Customer Persona. Use your own as well as existing publicly available (secondary) research, data, and insights to help along the way.
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Sources for this type of information include:
- First-party data (e.g. your guests, input from your front-line staff, online surveys)
- Social media data insights (e.g. Facebook Audience Insights, Instagram Insights, social listening)
- Web data and analytics (e.g. Google Analytics)
- Market profiles of British Columbia’s key geographic target markets (which summarize traveller and trip characteristics, market insights, top trends and more)
- Destination Canada’s Traveller Segmentation program
- Research from your Regional and local Community DMOs, related Experience sectors, and local Visitor Centres
Build Your Profile
Review and reference the data sources outlined above to help you answer the following questions:
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- Where does your target audience live?
- Where does this group get most of their news and information?
- What marketing channels do they use most frequently?
- What types of content do they tend to consume the most?
- What type of experiences do they look for when they travel?
- What do they want to do when they travel?
- Who do they travel with (Solo, Family, Group, Couple)?
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What value can your content provide?
Having this type of perspective about your target audience makes it easier to focus your efforts, determine which marketing channels to prioritize, and what types of content to create.
It’s normal for your target audience to evolve and shift over time, along with your marketing and product offering; Once you’ve identified your target audience, you’ll want to reassess periodically (every six months to a year) to ensure it’s still accurate.
Example of a Completed Audience Profile
Q: Where does your target audience live?
A: Urban centers in Ontario, Alberta, and BC.
Q: Where does this group get most of their news and information?
A: Facebook, Instagram, and television
Q: What types of content do they tend to consume the most?
A: Hiking and biking Itineraries with mapped locations. Online community tips and advice about what to see and explore.
Q: What type of experiences do they look for when they travel?
A: Self-directed outdoor activities such as camping, hiking, biking and kayaking.
Q: What do they want when they travel?
A: Affordable and convenient accommodations close to nature-based activities and experiences.
Q: What type of travel are they most likely to book?
A: Activity-focused long weekend getaways.
Q: What value can your content provide?
A: Answer commonly asked questions, identify and solve our audience’s pain points, and share knowledge, thinking about why your most loyal customers choose your business..
Now it’s your turn to practice!
Download the Customer Persona worksheet to create your own customer persona.
Last Updated: August, 2024
