“Everyone” is never the answer to the question, “Who are your target audiences?”
It never ceases to amaze me when someone actually answers “Everyone” because it suggests to me that they’ve not thought things through.
Nothing has a target audience of everyone. I mean, if I am wrong, please let me know. But nothing comes to mind.
You don’t have to drill down too deep to start narrowing things down. Even if you do the barest minimum, you get at least three groups to focus your content a bit more.
POTENTIAL NEW CUSTOMERS – still not “everyone” but that’s not to say you have to limit yourself over much.
❓️Who benefits the most from your offering?
❓️What problems are you sorting out for them?
Make sure your content reflects their situation back at them, so they know you ‘get it.’
❓️What platform are they on?
❓️how will you reach them?
❓️What device are they likely to use?
The content will need to be optimised depending on the answers.
EXISTING CUSTOMERS – you know more about who they are and have some idea of what they are dealing with based on what they have signed up for or bought.
❓️What does your feedback from tell you?
❓️Is your offering working for them?
❓️Are they suggesting ways it could do more?
❓️Are you adding something to your lineup?
INTERNAL TEAMS/STAKEHOLDERS: these are your megaphones, the people who interact with your potential and existing customers. Keep them informed, updated, and engaged. Take care of them and they will take care of the customers.
You can dig down deeper and deeper and make your audience slices as specific as you want.
But please – PLEASE – if a marketing person asks who your target audience is, don’t say, “Everyone.”