Given the present situation of the economy, it is more vital than ever to have a well-defined target market. No one can afford to target everyone at the same time.
By focusing on a particular market, beach resorts may effectively compete with bigger hotel chains.
When you identify target markets, you are not eliminating those who do not meet your requirements. Target marketing, on the other hand, allows you to concentrate your marketing efforts and brand message on a certain market that is more likely to buy from you than others. This is a far more cost-effective, efficient, and successful method of reaching out to new guests and generating leads.
What’s A Target Audience?
The term “target market” and “target audience” are used interchangeably.
The target audience for social media is the precise group of individuals you wish to reach through your social media platforms. They’re the ones who’ll be most interested in your information, products, or services. Some shared traits, such as demographics and habits, are likely to bind them together.
Don’t be scared to go quite precise when defining your target demographic. Begin with broad groups such as millennials or single fathers. However, thorough social media audience research will enable you to delve into more depth.
Steps To Identify Target Market
1. Take a look at your current customer base
What kind of guests do you have now, and why do they book from you? Look for shared hobbies and qualities. Which ones provide the greatest revenue? Other people who are similar to them are extremely likely to benefit from your product/service.
Who do you want to interact with the most on social media? Begin with those who have previously purchased from you, followed you on social media, and commented on your postings.
2. Scout your competitors
Who do your rivals want to target? Who are their most recent clients? Don’t target the same market exactly as them. You could come upon a niche industry that they are ignoring.
Your social media audience is likely to overlap with that of your rivals. As a result, it’s important to look into what they’re up to so you can profit from what they’ve previously learnt. Are they reaching out to those you hadn’t considered? What are they doing to position themselves?
3. Analyze your resort
Make a list of all of your resort’s amenities and features. List the advantages of each feature next to it (and the benefits of those benefits). Do you have an infinity pool and personalized butlers? Are you a more luxury hotel or a boutique resort?
Begin with performing market research in order to assess all elements of the market. This may be accomplished by doing a SWOT analysis, which highlights your resort’s strengths and weaknesses, as well as opportunities and threats.
Make a list of persons who have a need that your benefit meets once you’ve identified your perks.
4. Segment your Target Market into Their Demographics
It’s human nature to want to reach out to as many people and groups as possible. However, your promotional plan will never speak directly to anyone demographic, and you will most likely turn off a large number of potential customers. If you advertise to one sort of client and talk directly to them, your promotional spend will be considerably more cost-efficient.
This enables you to design a campaign that is laser-focused on the wants and aspirations of a certain demographic. This is referred to as market segmentation once more.
- Age – You don’t have to be very precise here. Concentrate on determining which decade or generation your social media target audience belongs to.
- Location – What part of the globe does your target customers call home? This will assist you in determining which geographic regions to focus on. You’ll also discover when it’s most vital for your customer support and sales representatives to be available online. When you should schedule your social advertising and posts for maximum exposure.
- Income level – How much money does your target audience have to spend on travel and luxury? How do they go about making purchases in your pricing range? Do you need to address any special financial worries or preferences they have?
- Education level – What education level did your target market obtain?
- Marital status – Are your target markets married or single?
- Occupation – Does their job have a high-stress level? Can they work remotely?
- Language – Which languages do they understand? How would you communicate with them primarily?
- Interests – What are the interests of your target audience? What shows do they watch on television? What other companies do they work with?
- Challenges – Would they have a hard time traveling to your destination? Are they usually stuck at work?
- Stage of life – Are they taking care of their own family or living a single life? Are they newlyweds or just graduated? Are your target market retiring any time soon?
5. Determine purchase path and pain points
Determine how your resort will fit into the lifestyle of your target market. What will your target audience do in your resort? Which aspects do you think your audience will find most appealing? What sources of information does your target feel are useful?
Don’t go too far in breaking down your target audience! Remember that you can have many niche markets. Consider whether your marketing message for each specialty should be distinct. If you can effectively reach both segments with the same message, your target market may have been broken down too far.
This guide will help you to create personas and frame content that you can use to define your target audience —all while keeping the purchase cycle in mind (awareness, consideration and decision).
Personas are fictitious characters based on research that help you portray the many user types who may interact with your brand in a similar way. Personas will assist you in better understanding the demands and pain areas of your brand’s users. Customized key messages and content that speak directly to those personas will increase the chance of moving them along the sales funnel.