How to find your target market was something that I did not understand until it was far too late and I was struggling to find a product idea that would be profitable for my Craft Blog. Back in 2010 when I started Heart Handmade UK, it was perfectly acceptable to say “my audience is all women in their 20’s who like crafting and home decor.” Sadly. That’s just not enough.
Define Your Target Audience
“So, Why define your target audience?” I hear you ask
Because that covers a broad range of topics. It means that your content strategy will be all over the place, as mine was.
When you try to please everyone, you end up pleasing no-one. Your bounce rate will be high, and it will be near impossible to promote affiliate products effectively or create products that the majority of your audience would want to purchase. Overlooking this one task because it seemed like it would melt my brain (it didn’t), has no doubt cost me thousands of potential pounds.
If your blog is in its infancy, you are in a perfect position to decide who your audience will be. The first step is to choose ONE person. I didn’t realise that YOU get to choose who your audience will be. When you create content for that type of person and promote it correctly, you will attract that person.
Don’t be scared to choose one person who you actually want to appeal to, doing so means that you connect more easily with them and provide products that they WANT to buy. Connecting with ten people who adore you and what you have to offer is 100% better than reaching fifty individuals who visit your site and leave.
How to define your target market
Decide who you want your perfect customer to be. Not one type of person. One Person and name them.
Download the work book and print as many of the avatar sheets as possible and create one avatar, to begin with. The bigger your blog gets, the more avatars you may need. I have three at the moment for my craft blog, and they aren’t a million miles apart regarding personality.
When you fall in love with someone you know everything about them, the same should be said for your ideal audience.
When you know who he or she is, you can write your content specifically for them, and when you create content for them, you end up attracting that person. Providing that you market said posts effectively.
The same can be said for choosing a niche. I keep telling people to DEFINE their niche (check out how to do that in this post). The reason is that year after year, the most successful bloggers I see are those who have defined their niche and become known as an expert in their field. OR, live somewhere very bright (like California) and have outstanding photography on their websites.
Target Market Example:
Remember what I said about my ideal audience back in 2010? Here is the newest version and a better example of my avatar circa 2017:
My idea reader is called Ciara, aged 35 and from the United States. Ciara spends her time on Facebook and in Facebook groups, and loves sharing inspiring images. When Ciara is in need of inspiration, she heads to Pinterest, where she found a link to Heart Handmade UK.
Ciara works full time as a teacher and loves to Craft in her spare time.
She enjoys quick and easy crafts, dreams of having her very own craft room and is constantly trying to organise her art supplies.
Ciara is married with two children and lives in the suburbs, she is always busy and rarely has the time to craft the projects that she wants to make.
Ciara is open to learning new crafts, loves learning new skills and relishes when she accomplishes something. Using the free printable planners and guides provided on Heart Handmade UK, Ciara has figured out how to make a little more time in her week to craft some quick home decor projects. She owns a lot of crochet and knitting books and buys most of her craft supplies from Michaels and Hobby Lobby.
- On a budget
- Needs more time (quick)
- Want to be organised
- Highly skilled
Ciara loves reading craft blogs, visits them regularly and loves watching home decor DIY shows. Ciara’s goals are finding a better family/life balance and making a conscious effort to free up more time for herself.