Connecting with your target audience is one of the biggest challenges of owning your own business. You know you have a good product. You just don’t know how to inform your target customers about the product you provide. Fortunately, even if you aren’t a marketing genius you can find and target the right audience for your products and services.


The first step in getting to the root of your target audience is understanding demographics. You will need to research attributes of your existing customers to find out more about your target audience. Important demographic information to learn about your customers and clients includes:

  • Age
  • Gender
  • Income
  • Education level
  • ZIP code
  • Marital Status
  • Ethnic background
  • Religious preference

These are important to know, as they will provide you with some information about other things your customers are interested in. For example, young married couples living in urban areas have different interests than older divorced people living in the cities. Knowing about your customers will tell you what publications they read and what other media they consume, allowing you to connect through advertising. Furthermore, you know what your advertising dollar is best spent on, as demographics will tell you who is buying and who isn’t.


Psychographics are the psychological equivalent of demographics. While demography is concerned with the things listed above, psychographics study attributes such as:

  • Values
  • Attitudes
  • Interests
  • Lifestyle choices
  • Activities
  • Opinions

This will give you a deeper and more nuanced view of your customers in general, as well as their interests. One of the interesting things about psychographics is they tell you how to market to your customers, instead of just where to market to your customers. For example, if your customer base is irreverent and progressive you can have an edgier marketing campaign. Conversely, if your customers are more conservative and reserved, you will do better to have a classic and understated advertising campaign.

The Customers You Want

In addition to collecting information about the customers you have, you also want information on the customers you want to have. Ask yourself: Now that you have collected information about your current clients and customers, who isn’t buying from you that you think should be? Now find out:

  • Where do they live?
  • What are their impressions of your brand?
  • Why aren’t they buying your products and services?
  • Who are they buying from?
  • Who else is trying to earn their dollar?

These are the questions that form the basis of connecting with the customers currently outside of the demographic you want to bring in. Once you answer these questions you can craft a marketing and advertising campaign to add these customers to the fold.

Getting the Right Customers

The customers that you have and the customers you want are not always the same thing. One interesting example is Timberland boots. They aim toward an upwardly mobile, aspiring customer who enjoys outdoor activities. However, they fell into a more urban customer quite by accident when hip-hop artists started making Timberland the brand du jour in the inner cities. With careful research and planning you can add the customers you want your brand to have to the ones that it already does.