Understanding & Defining Your Target Market

Targeting can be defined as being able to clearly define your audience; Targeting allows brands focus their spend and brand message (content) on a specific market by narrowing down the audience and defining those people who are most likely to buy. The goal is to craft a message which is relevant to our clients. It is about reaching the right customers, with the right message, at the right time! Targeting is very important when creating your digital marketing strategy.

So here are 10 easy steps we outlined to help you know your target audience and understand your customers better.

Challenge your assumptions

Do not assume that you know who your target audience is; sometimes you might have ignored certain target groups so you need to research and do proper analysis before you select your target market.

Learn from others:

keep Researching. Read up case studies and examples by marketers, recent industry reports, general market research and more, read as much as you can as all this information will help you along the way.

  Create a Persona for customers:

After collecting enough objective data, start creating a customer persona that includes characteristics like age, sex, education, and  income  (basically look into Demographics). You also need to include factors like temperament, sensitivity, attitudes, values, opinions and more (they all fall under the segmentation tool called Psychographics).

Conduct Quantitative surveys:

Quantitative surveys will help to back up all your initial assumptions. It will help you understand your audience’s habits and more. The surveys should be done on a large scale and most of the questions asked should be in a multiple choice format.

Conduct Qualitative surveys:

Qualitative research will give you a more detailed insight on your audience as it is done on a smaller scale.  It targets a small sample of audience members and it involves using open-ended questions in a bid to get longer responses that can be interpreted.

Learn from your Competitors:

A lot of your competitors have already done their market research, to observe and learn from them.  Pay attention to how they advertise to their customers

Look to Popular brands/products:

Find out about products/services that are unrelated to your industry that your target audience loves. After doing this look into how these brands position themselves, pay attention to the type of content they put out, their adverts, marketing strategies and more.

 Pay attention to social conversations:

Customers say a lot online about products and brands so you need to be social media savvy, use social listening software’s to zero in on what customers are saying online or work closely with a digital marketing agency to help build an online community for your brand.

Examine interactions with your brand:

Use Google analytics and other tools to help examine user behavior and interactions with your brand and website.

  Have room for growth:

It’s impossible for any brand to say that they have a perfect understanding of their target audience as the market keeps evolving and growing so be prepared for change but always strive to understand your audience as they will make or mar your brand.

It’s important to note that none of these steps work independently. Keep collecting information from other sources and use them collectively to create a comprehensive analysis of who your target audience is.


Design is a key component of a digital marketing strategy and as a digital marketing agency, our work wouldn’t be able to stand the test of time without outstanding designs. A well-detailed design is not all about having great imaginations; rather it is a product of carefully plotted design elements chosen to create a visual representation of your idea and imaginations. Here is a list of different elements that contribute to an exceptional design:


Lines are one of the most essential elements in creating a design.  They are effectively used in separating or creating a space between other elements or to provide a central focus.

The direction, weight, and character of a line can convey different states of emotions and evoke various reactions.



Colors affect the mood of the visual design. They represent different emotions and different personalities. The use of the color red, for example, can incite anger, love, and passion or strong will. On the other hand, the color blue creates a sense of peace, serenity, and security. Color can either serve as a background or be a supporting element to other design elements, notwithstanding it can also heighten the impact of shapes, lines and fonts on texture. The use of individual color is easy, but combining one with another will require a deeper understanding of its psychological implication in your visual design.



A shape is formed when a line encloses an area. It is always defined by boundaries and more often used to stress a particular portion of a page. Shapes can be created when you are combining all other elements. Use shapes to add interest to your elements. Angular shapes indicate masculinity while curvy shapes like circles indicate femininity. Square shapes communicate security, trustworthiness, and stability. On the other hand, circles are like eye candy because they are organic, complete, indestructible, and almost always communicate universally.


Feel free to share your thoughts and challenges in the comment box and watch out for the concluding part of this article.


A growing number of Nigerian businesses and digital marketing agencies use Instagram for community engagement and marketing. Presently, there are over 5 million registered Nigerian accounts on Instagram and the social media platform is expected to soon reach unprecedented adoption rates.

One of the major factors that have hugely contributed to Instagram’s success is that the social media platform is able to adapt and introduce new features every now and then. These innovations have been largely successful. Just a few days ago Instagram introduced a new feature that has grabbed the attention of brands and agencies. The feature lets a user stream live Instagram broadcasts with a friend in split-screen mode!

This is assuredly an engaging idea—live videos are one of the best ways businesses interact authentically with their followers. Even better, with the new split-screen feature businesses can “Go Live With”:

Ambassadors / Influencers:

      • Digital Ad Agencies and Brands will be able to use ambassadors and influencers’ deep and thorough understanding of audiences to their advantage. This will allow both influencers and brands to engage with their audiences on a shared live broadcast to followers.


  • The new feature presents a new way for brands to leverage on the growing trend of live streaming to engage with their fans on shared-screen.


  • Provide better storytelling about offline events by broadcasting different camera angles about an object or activity from one or more locations.



These 3 ideas on how to leverage Instagram “Go Live With” are just the start. I am certain that you can find another few practices that you can use this new feature for your content marketing and community engagement strategy.

Let me know in the comments what you think about Instagram “Go Live With” and how you will approach this latest update.


Guest Post by:

Henry Igwe

Digital Marketing Professional