Dear Fashionpreneur,
Do you have a sense of who your ideal target market is for your swimwear brand? Yes, in an ideal world, it would be great to target everyone but its almost always impossible to provide one product or service that caters to everyone- all age groups, genders, nationalities, cultures, behaviour types and the list goes on! Marketing to attract everyone wastes your time and resources. It's always best to find your ideal target audience so that your messaging strategy, content strategy and social media strategy can de developed to match the needs and values of that group. A target audience is defined as a group of individuals who your marketing efforts are aimed at to encourage sales for your products or services. Besides geographic segmentation, your target audience can be divided into demographics such as age and gender, psychographics such as personality traits and values or behavioural segmentation such as benefits sought and usage rate.
Why its Important to Find your Ideal Target Audience
As a swimwear brand I know that you have noticed that the market is quite saturated. There are numerous brands to compete with and its becoming increasingly difficult to navigate the market place to stay top of mind in the minds of your consumers. Finding your target audience means that you know exactly who you are catering to. You have either done the research or with the help of a brand strategist, pinpointed your target audience. Once you've done this, here are the benefits:
Cost-Effective Marketing Strategies: When running campaign ads, knowing your ideal target audience helps you to reach the individuals who love your swimwear products. Let's say you have $100 budgeted on Ig ads. If you market to everyone, you are wasting resources on persons who are not even interested in your swimwear. On the other hand, if you know your ideal target audience your $100 reaches more of customers who value what you have to offer which equals more sales.
Stronger Messaging Strategy: Let's use an example of Gen Z's vs Millenials. Whichever of these categories you fall into, I am sure you are aware that both of these generations communicate quite different. If you have an understanding of your target audience you can cater your messaging strategy in your ads, social media captions, email marketing and other areas to ensure that your messaging attracts this group.
Stronger Content and Social Media Strategy: Your content strategy is a plan for creating and managing content which helps you achieve certain goals for your swimwear business. What type of content does your audience prefer? What channels can you reach them?- Emails, social media, print ads, podcasts? Do they prefer visual content or audio? Which social media platforms do they engage with the most? The only solution to these questions is to take a deep dive into who your target audience is.
How to Find your Ideal Target Audience
Talk to your customers: Ask the following questions: What is it about your brand that they love? What are their pain points? Did you have any hesitations in choosing us? What can we do to improve? How did you find out about us? What phrases did you use when searching for us? How many hours do you spend online? What social media platforms do you use? What made you choose us over our competitors? They are the ones utilising your products so they obviously know best. For example you may discover that customers love the vibrancy of your fabric print designs or the quality of the swimsuits. This helps you to focus more on these elements for future products and also with your positioning strategy so that you stand out! Talking to them also helps to determine their behavioral patterns and how they can be reached.
Check your social media or google analytics: This usually gives you a good idea of your target audience in relation to demographics.
Check out the competition: This is not to copy but to help with your differentiation strategy and gaps in the marketplace. If you are new to the marketplace this is a good place to start! Let's say you discover that amongst your competition, no one is offering swimwear to women ages 55 and above! This could be a potential target group that you could consider which puts you at the top of your niche! Now you have the possibility to be a market leader.
Be sure to reach out to us for your free consultation if you are interested in finding your ideal target audience to increase your visibility and revenue.
Regards,
Jade
Your Bestie
The Fashion Brand Builder