A common mistake that many newbie sellers on the Amazon marketplace make is not knowing who they are (and should be) selling to. When there are so many options to pick and choose from like there currently is on the internet, identifying with your audience might be the only thing that separates you from the competition. In this article, we will help you figure out who your target audience on Amazon is.
How do you find your target audience on Amazon?
Luckily, identifying your target audience to market your products to on Amazon is not that different from other retail sectors. After all, the same groups of people usually still have the same needs and wants, regardless of where they do their shopping.
The real difference comes in how you find them. As an individual seller, you probably don’t have the resources to launch a huge campaign and run tests on different groups of consumers with a team of researchers. So, how do you do it?
Look at your current audience
If you’re already selling online and have some kind of audience, you have an unwitting test group that can provide invaluable information. Amazon Seller Central provides you with some tools that help you aggregate the date of your customers. You can also use other free tools for greater insights.
From this information, you should be able to figure out who your most loyal customers are. You can also determine who only buys from you now and again, what other products they buy, how much they are willing to spend, etc. If you experiment regularly with your prices and products, this will give you some data sets with variable values to look at.
Afterward, you’ll be faced with the choice of either aiming your offerings to a niche audience that can become reliable and faithful consumers or to broaden your audience. Usually, one comes at a slight loss to the other.
Look at your competitors
Your competitors will also be facing the same conundrums as you are. They might be in the process of, or already have finished, researching their own target audience. Take a look to see which audiences they’ve identified and are focusing on. This is simple enough using the same techniques and variables when looking at your own customers.
In terms of direct competitors, you may be able to find ways to differentiate yourself from them slightly. This has the benefit of helping you carve out your own niche where you’ll have a headstart on anyone that decides to follow.
When it comes to indirect competitors, you can either identify what they are doing and try to upstage them or avoid going in the same direction.
As an example, let’s say you are selling watches. If there are big competitors selling at wholesale prices you can’t beat, then narrow your niche to sports watches. The fact that you are more focused will attract buyers and increase trust with those looking for sports watches.
You might also choose sports watches if you’ve found there’s someone dominating the race for luxury watches.
Use Facebook Audience Insights
Facebook has become a great tool for many online sellers and business to reach their target audiences and market their product on a social media platform. This is because Facebook has put a lot of work into reading patterns of consumers and identifying common trends within audiences.
Facebook is so commonly used that any data collected is fairly universal. This gives you a tool that, while not integrating directly with your Amazon products, allows you to find patterns applicable to any platform.
For example, under Facebook’s “interests” category, trying searching for “watches.” You will then get a list of everyone that has shown interest in related products. You can filter it down further by common demographics like age, gender, and location. Additionally, you can find other things they liked, shared, and have shown interest in. By aggregating and cross-referencing data continuously, you will be able to pinpoint audiences.
Create a customer persona
If you’ve followed the steps above, you should have an idea of the people who buy from you. You should also be aware of what other products they like, how much they are willing to spend, and their common demographics.
From this, you can start to construct a customer persona(s). This is basically a representation of your typical customer using the most common characteristics.
You can really get creative and insanely detailed if you want to. Just look at this proto-persona here:
It might seem silly, but thinking about customers in this way really helps you envision who you are selling to. It can also help you to connect with them on a personal level. This is a powerful tool when marketing a product and closing the transaction. Using psychographics is a reliable and proven approach.
Once you have an understanding of your target audience, you should incorporate this into a broader Amazon FBA marketing strategy. We’ve created an article to help you do just that.
Finding your target audience is really not that difficult. But don’t let its apparent simplicity fool you. It’s absolutely crucial you do it. These techniques to find your target audience on Amazon are effective, simple, and inexpensive ways to achieve your goal.
For more help achieving success and financial freedom through Amazon FBA, visit our blog for more helpful articles like these.