P.O. Box 311 Mercersburg, PA 17236

P.O. Box 311 Mercersburg, PA 17236

Defining Your Target Audience and Why It Matters

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20SepDefining Your Target Audience and Why It Matters

“Why do I need to define a target audience?”

The answer is simple.  In order to lead a successful marketing campaign, you have to understand who you’re marketing to.  Knowing who your target audience is can help determine where the best place to market to them is, and knowing this could save you big bucks!

Not everyone is your customer.  Do I need to say it again?  Not everyone is your customer!  If you’re selling a baby product, you may not be looking to market to those who don’t have children.  If you’re selling a service geared towards those in their 20’s to 30’s, you don’t want to waste your hard-earned money on marketing to everyone from 13 – 65+.  Understanding this can save you money and help to develop a marketing strategy for success.

When we look at social media, younger demographics are spending more on Instagram than let’s say Facebook.  If you’re trying to sell a product to 18-year olds, you need to understand what interests 18-year olds, what the best platform to market to them on is and you need to look at historical data.  Sounds like a lot, huh?  Trust me, it’s not as bad as it sounds.  One of the biggest pitfalls business owners face in marketing is going with their “gut feeling” or not doing their research.  This hour or so researching your audience could save you money.

Let’s start by defining goals because until you set them, you won’t really be able to identify who your target audience will be.  If you’re happy with how your business is performing and you are not looking to expand, well, you likely wouldn’t be reading this blog.  Growing is stepping out of your comfort zone and growing past the routine.  Don’t get me wrong, a routine isn’t bad, but it can also cause your business to become stagnant.  Chances are likely that if you’re still reading, you’re looking to improve your marketing skills and would like to grow your customer base.  

Delving further into your growth goals will help give you a clear picture of who you should be marketing to.  This can be broken down into 3 categories: 

1)    Who are your current customers?   

a.    Age, location, gender, interests and what technology they use for browsing are among the biggest categories to research.   

2)    Who would you like to sell to?   

a.    Are you hoping to broaden your business to a different age group?  Or is your product tailored towards one gender over the other (i.e. ladies’ clothing, makeup, etc.)   

3)    WHAT IS YOUR COMPETITION DOING? (You don’t need to reinvent the wheel!)   

a.    Who are they selling to?   

b.    Who are they marketing to?   

c.    What strategies are they employing to make them successful? (i.e. social media, billboards, flyers, etc.)

Once your three categories have been determined, you can then make the determination on where the best place to reach that audience may be.  Perhaps some well-placed literature at a community center, maybe social media advertising would be ideal for your audience.  The next step would be to draft a target market statement.  A vegan bakery would not target everyone but might use the interests of its shoppers to help shape their marketing strategy.  For instance, they might choose to run a social media advertisement that targets specific demographics including those in the local area and with interests in vegan, organic, gluten-free to name a few keywords.  

Don’t let your business grow stagnant.  Proper research and little innovation will take your business far.  Not everything will work.  Don’t let this discourage you.  Finding what works for your business will take some trial and error. 

 Finally, don’t give up.  You may not find immediate success, you may get frustrated that your marketing efforts aren’t bringing in new customers as fast as you’d like, don’t let that be what makes you give up.   Not everyone has time to do the research and create a target audience let alone to go through the trial and error of finding what works.  You don’t have to do it alone. Pendragon Consulting can help you discover your target audience and assist in determining the best method of marketing to them.  Give us a call today at 443-343-2313 or send us a message via our website to schedule a free consultation.

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Heather T.

Facebook and Instagram took down my boosted posts. Those posts were the only way I was getting any income. I started to freak out. I met with Jess, and she showed me a whole new world of Facebook advertising. She helped me get my posts back up and within 48 hours my entire weekend was booked. I’m forever grateful for her and her knowledge. I’ve even bought her books to gift to my entrepreneur friends. I highly recommend Pendragon for your marketing needs!

Heather T.





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I have hired Pendragon Consulting, LLC to help me revamp my business because of COVID-19. The Pendragon Team sat down with me and notified me that my website was not displaying on Google for ranking. They also explained the difference between advertising with Google and Facebook. My profit margin has increased during these uncertain times. I would highly recommend Pendragon Consulting, LLC for your business.

Robert P.





Eric S.

I’ve worked with Pendragon for a year now, and they are timely, responsive, and great in our marketing needs, adding visibility and legitimacy to the work we are doing in our marketplace. I’ve referred them to three partners already and plan on referring them to more soon! A great team to get you started in the digital marketing world.

Eric S.





Kurt H.

Jessica and her team at Pendragon have been incredible to work with. The creativity they have brought to my social media marketing has made a huge impact on my business. I have felt completely comfortable turning this over to them which as allowed me to focus on other areas of the business and drive growth.

Kurt H.





Mark M.

Excellent customer service and professional results! Highly recommend this business.

Mark M.





Barbara N.

Jessica has offered us smart suggestions and implemented a very creative product. Good partner to have!

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Luis P.

Absolutely professional, friendly, dedicated, creative, resourceful and dedicated to their clients. Jess went above and beyond to make sure I got exactly what would work for my services website. I look forward to continued work with her and have referred a few people to Pendragon. No complaints and all satisfaction.

Luis P.





Tina W.

We have been working with Jessica for the past 9 months and she has taken the guessing game out of how to manage and grow our social presence. She was very quick to understand our products and services and now she manages and writes all of our social media content. Jessica is also amazing to work with, extremely responsive, willing to share best practices and her insights.

Tina W.





Pendragon Consulting, LLC is a veteran owned digital marketing agency based out of Pennsylvania, proudly serving clients across the nation.

P.O. Box 311 Mercersburg,
PA 17236

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