I´m sure you want your product / service to be known by as many people as possible, and that's ok. But believe me: the most important thing is aiming for the right people, at the right time and through the right channels.


This is vital, since it gives your marketing efforts more focus and, ultimately, more effectiveness. In other words, you're choosing where to spend your time and money wisely. You're targeting those who are really -and truly- interested in what you have to offer. And hey...if they are more open to your message (in the form of an animated explainer video, a blogpost, an infographic or an image), your chances of engaging them boost dramatically. The question would be: how can you define your target audience the right way? And going further, where can you find them? Let me share with you some useful tips.

Step #1: introspecting - Define Your Product!

It all starts with some introspection. Look at your business plan and analyze the product / service you offer. What is the purpose of what you sell? Also evaluate how it solves a problem for a potential customer, and how you stand out from competition. Who would benefit from having your product? The key advice here would be: put yourself in your client's shoes. Don´t think about who you'd like to sell to, but instead, who is actually looking for the product you offer.

Tip: you can complement this first step by doing some additional research: gather information about your industry, the market, your competitors and the broad potential customer database you already have on hand.

Step #2: Sketching - Identify Your Target Audience!

The second step should be developing a customer profile. Think about it as an in-depth description of who your typical customers would be. Include demographic information (that will help you understand who your audience is) and also psychographic information (why would they buy your product?).

  • Demographics: analyze indicators such as age, gender, location, ethnic background, income, marital status, occupation, education level, and any other information that might be useful.
  • Psychographics: identify their interests, hobbies, values, lifestyle, behaviours, attitudes, emotions, needs, frustrations, problems, dislikes, and more.


In this exercise you can try to imagine a prototype person who would represent your target audience. Give it a name, an age, a job, a family, a city to live in, an outlook on life, interests and aspirations. This way you'll be creating some sample “personas” based on the data you´ve put together.

Step #3: Researching - Find Out Where They Are!

Now you're ready to move on: find out where your audience is to provide them with useful content through the right channels. Do some research on the websites and social networks they usually visit. Analyze what they're saying about your product on different social platforms, online forums, groups, and blogs. It´s also a good idea to take a look at what your competition is doing.


So, summing it all up, by defining your buyer persona and knowing where to find them it'll be much easier to deliver your message effectively. With that specific information you'll be able to make smarter decisions and approach your customer with the right message on the right channel.

We hope this information has been useful! Stay tuned to our blog for the latest trends and useful tips on video marketing, SEO, social media and more.

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