Erin Terpstra

So, you’ve got a killer business idea, a website that looks amazing, and a brand you’re excited about—but there’s just one problem. You’re not sure exactly who you’re talking to. Maybe you’ve been trying to market to everyone (hint: that never works), or maybe you just haven’t quite nailed down your dream customer.

Either way, let’s fix that. Because knowing who you’re trying to reach makes marketing easier, more effective, and way less like throwing spaghetti at the wall to see what sticks.

What is a Target Audience (And Why Do You Need One)?

Your target audience is the specific group of people who are most likely to love what you offer. They’re the ones who actually need your product or service, value what you bring to the table, and—let’s be real—are willing to pay for it.

When you know exactly who your people are, you can:
✔️ Create messaging that speaks directly to them
✔️ Design a brand that attracts the right customers
✔️ Spend your marketing budget wisely (instead of guessing)
✔️ Actually connect with people who will buy from you

How to Find Your Target Audience

1. Start With Who You Want to Work With

Who do you actually want to serve? If you’re a service-based business, think about your ideal clients—the ones you’d be excited to work with every day. If you’re selling products, consider the type of customer who would truly appreciate what you offer.

Ask yourself:

• What kind of businesses or individuals benefit most from my services/products?
• What are their biggest struggles or pain points?
• What makes them say, “Wow, I need this in my life”?

2. Look at Your Current (or Past) Customers

If you’ve been in business for a bit, analyze the people who have already bought from you. Who are they? What do they have in common? Who are your favorite customers, and what makes them ideal?

Pay attention to patterns in:

• Age, gender, and location
• Interests and hobbies
• Buying behaviors (do they love a sale, or do they value premium pricing?)
• How they found you (social media, referrals, Google, etc.)

3. Stalk Your Competition (In a Totally Normal Way)

Other businesses in your industry are already marketing to someone. Check out their websites, social media, and customer interactions to see who they’re targeting.

Ask yourself:

• Who are they speaking to in their content?
• What kind of language and tone are they using?
• What platforms are they active on?
• Who is engaging with them (liking, commenting, buying)?

This isn’t about copying—it’s about learning what’s working (and spotting any gaps where you can stand out).

4. Get Inside Their Heads (Without Being Creepy)

Once you have a rough idea of your audience, dig deeper. The goal is to understand not just who they are, but what they need, want, and struggle with.

A few ways to do this:

• Surveys & Polls – Ask your current audience what they’re struggling with and what they’d love to see from you.
• Social Listening – Read comments and discussions in Facebook groups, Reddit threads, and industry forums.
• Customer Interviews – If you’ve had clients, hop on a call and ask what made them choose you.

5. Test, Refine, and Repeat

Finding your target audience isn’t a set it and forget it situation. As your business grows, your audience might evolve too. Run some test campaigns, try different messaging styles, and pay attention to what resonates most. The more you fine-tune, the clearer your ideal audience will become.

Final Thoughts

Knowing your target audience is like having a secret weapon for your business. It makes marketing more effective, branding more strategic, and sales more natural. Instead of shouting into the void and hoping someone listens, you’ll be speaking directly to the people who need and want what you offer.

So, who’s your dream client? If you need help crafting a brand that attracts the right audience, let’s chat!

Photo by Afif Ramdhasuma on Unsplash