Know Your People: How to Identify the Right Audience

One of the most common reasons marketing campaigns fall flat isn’t a lack of creativity or budget—it’s because they’re aimed at the wrong people. Great marketing starts with one critical question: Who is this for?

Identifying your audience isn’t just step one—it’s the foundation for every message, channel, and strategy you’ll build. When you know who you're talking to, you know what to say, where to say it, and how to get them to take action.

Start with the Basics: Demographics & Psychographics

Demographics include things like:

Age
Gender
Location
Income level
Education
Occupation

These help you narrow the field—but psychographics take it further. They answer questions like:

What are their interests?
What problems are they trying to solve?
What do they value?
How do they spend their time online?

You don’t just want to know who they are—you want to understand what motivates them.

Use Real Data, Not Just Assumptions

Don’t guess—dig. Use tools like Google Analytics, Meta Insights, surveys, and customer interviews to gather real data. Analyze your best existing clients or customers: What do they have in common? Why did they choose you?

If you're launching something new, look at your competitors: Who are they attracting? What gaps can you fill?

Create Audience Personas

Once you've collected data, build 2–3 clear personas. Each one should include a name (yes, give them a name!), key traits, pain points, and what they're likely searching for.

For example:

Marketing Molly

34, marketing director at a growing startup
Loves new tools, but overwhelmed by choices
Looking for plug-and-play solutions with proven ROI

This helps you write content, design ads, and choose platforms that speak directly to your target audience.

Choose Channels That Fit Your Audience

Once you’ve identified who your audience is, figure out where they hang out. Are they scrolling Instagram or searching on Google? Listening to podcasts or attending webinars? Focus your energy on the platforms and formats that align with their habits.

Final Thought

If you try to speak to everyone, you’ll connect with no one. The more clearly you define your audience, the more powerfully your message will land. In the end, marketing isn’t about shouting louder—it’s about speaking more directly, more personally, and more strategically to the right people.

Chris Sturges, Founder of Fired Up Events

Fired Up Events Ltd

Contact: chris@firedupevents.ca

Tags: #Event Marketing #Langley Events #Target Audience #Know Your People #Audience Insights #Digital Marketing Tips #Marketing Success