Target Audience

Defining ‘The Who’

  • Customer Strategy
  • Target Market
  • Customer Personas

Target Audience in a nutshell

However well you think you know your target audience, if you haven’t already, undertaking an analysis of your target audience in order to create personas based on your key segments, is pretty much a no-brainer when it comes to effectively marketing your business.

By developing segmented target markets and personas, you can direct your marketing efforts to your different audiences, including specific messages that resonate and gain better traction with each individual segment.

  • This is the WHO you are selling too!
  • You are not selling everything to everybody
  • Don’t define your market as everybody or female 18-65 (too broad)
  • You must get specific with 3-5 core target audiences
Due North

We’ve developed a brainstorming workshop to help you start the process!

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The Journey

We’ve narrowed down the formula for business success. It’s all about:



We’ll help plan your journey so you’re on the right track to deliver the right results for your business.


We’ll navigate the path with the right tracking, measurement, analysis and strategy.


With small steps brings big rewards. We’ll optimise and improve results, generate more profit for lower costs, and bring you rapid growth and business success.

Target Audience

The better you know your target audiences, the more successful your business will be. But where do you start?

Our 5-step guide will help you get on your way. Try to be as specific as possible when you are completing each step and don’t be afraid to get a little creative!

1. The Who: Start by defining the actual person and their demographics

Things you want to think about is their gender, age, relationship status, location and income. You can even take this further to define their personality, attitudes, values and behaviours. Start to think about how this person would start looking for your business/product/services. How are you going to find them?

2. The Why: Why do they want the service / product you offer?

Plot out a list of reasons why your target audience want/need your product or service? What problems, pain points, challenges are you going to solve for them? What is motivating them to search you out, what have been their past experiences that is influencing their behaviour?

3. The How: How do they go about finding / searching / looking?

Where are your target market seeking you out? Do they prefer to visit retail stores and speak to an expert and see and touch the product? Do they search for you online? Are they influenced by what their friends are saying on social media? Do they ask friends and family for recommendations or do they read online blogs/reviews to form a decision. By answering these questions you’ll start to form a picture of your customer journey.

4. What: What information, advice, solution are they looking for?

When you think about what it is exactly that your target audience is looking for, try to think specifically about the questions they may ask you. What facts and information will you need? What proof do you need to provide that you are the best and most qualified solution and how will you build trust in order to make them choose you over your customers?

5. Market research of customer base to confirm and review your current customer base

Okay, you’re nearly there. There’s just one final step. This involves asking questions such as:

  • Are there enough people who fit my criteria?
  • Will my target really benefit from my product?
  • Do I understand what drives my target to make decisions?
  • Can they afford my product and can I reach them with my message?

Customer Personas

Now that you have a clear picture of your target audiences (including key segments), you can create your customer personas. A customer persona is basically a fictional representation of your ideal customer. It brings together all of the information captured above to paint a picture of who and where this person is, what they like and dislike, and where and how they like to shop and look for services. It helps you and others in your organisation understand them better and is a tool that can be referred to in the future to ensure that all your marketing and communications efforts are still on track and are as targeted as they can be.

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