When building a website its best to think of it like a physical place your customers will visit.It needs to be appealing, not too complicated or visually overwhelming and most importantly it needsto be interesting enough, at first glance, to pique the interest of anyone who is visiting your site – especially those who are visiting for the first time.
Understanding your target market will enable you to develop effective digital marketing communication strategies to make your website successful.
- 1 What is a target market?
- 2 Building a website for your target market
- 3 Determine the purpose of your website.
- 4 Select a target audience that is in line with your website’s main purpose.
- 5 Research the competition
- 6 Create an appealing layout
- 7 Don’t be afraid to use images
- 8 Consider your content
- 9 Conclusion
What is a target market?
A target market is a set of individuals who share similar needs or characteristics.
There are many different types of target markets which can be segmented by characteristics such as: demographics, psychographics and geographic location.
Understanding your target market allows you to craft messages that will appeal specifically to the type of customer your brand wants to appeal to. These individuals are usually the end users who are most likely to visit your website and/or purchase your product.
Building a website for your target market
Building a website for a specific target audience, as opposed to creating one blindly, results in more effective web design. Understanding the target audience allows a designer to build a website which is in sync with that specific audience.
In the case of an existing brand, the target audience is already familiar with the overall look and message of the brand. In this instance it’s only necessary for the graphics meld with the existing visual and auditory messages.
When creating a new website you need to determine your target market and develop content from scratch, specifically for those individuals.
Here are a few tips to help you strategically select the best target audience for your website.
Determine the purpose of your website.
Your brand’s website shouldn’t just be something pretty to look at. It should serve as a resource to let visitors know who you are and what you do, as well as being a critical tool to drive results for your brand. It’s always important to determine what your website’s purpose and objectivesare before building and designing it.
There are a variety of things your website can do for your brand, such as…
- Strengthen your reputation among a particular group of stakeholders
- Build and facilitate an online community for customers or prospective customers
- Generate leads for your sales team
- Bolster employee recruiting efforts
- Attract investors
Select a target audience that is in line with your website’s main purpose.
Once you have your website objectives in place, it’s time to pick your audience. Who are the people you need to reach to achieve your goal? Understanding your audience is a crucial factor for being able to choose the right design elements, such as a theme, fonts, colors and layout.
In addition to knowing your audience’s demographics, you need to know what makes them who they are. You can do this by interacting with your brand’s followers via your social media platforms. The more you know about them, the more effective your website will be at meeting their needs and requirements.
Research the competition
It’s not uncommon for brands to keep an eye on what their competitors have going on. By evaluating the competition you’re able to gain a clearer picture of where your brand stands. Check out your competitors’ websites to see what they have in common. This can serve as a point of reference to see what works and what doesn’t. Design, content, layout and user-friendliness are important things to look at.
Create an appealing layout
Fonts – Custom fonts are a fantastic way to express your brand’s personality on a website, and there are numerous fonts to choose between. But choose carefully. A cartoon-style font will work well for a kid’s website, but you’ll need to use something more elegant for a website aimed at wedding-planning.
Colors – Colors can influence people’s moods and emotions, and sway their behavior. So it’s important to carefully think about the tone you want to achieve for the website when picking out colors.
Don’t be afraid to use images
The human brain processes images faster than words. So incorporating images into your site’s design will give users an easy route into your content. Choose relevant images that create a sense of curiosity, that will pique people’s interest and appeal to their imagination.
It’s also good to note that images are a great tool for breaking up text to avoid monotony. But avoid over-using images just for the aesthetics. You don’t want to your website to be visually overwhelming.
Consider your content
Content is key. All your design efforts will be pointless if the website content lacks quality content.Your target audience affectsthe type of content and the style of writing you will use on your website. Example: A fun, conversational tone is perfect for a gaming website, but a formal tone is more suitable for a traditional business website such as banking or insurance.
These are just a few ways to help build a successful website for a specific audience. To learn more about strategically aligning your website’s objectives with your target market’s needs, check out the digital marketing courses offered at the Digital School of Marketing. We have something to meet all your needs.