laura figueroa-scott

Now that you are in business, you need to know who you need to be talking to. Those are the folks who will engage with your content, ask you questions, and get to know more about you and your business.

That’s where your customers come from.

So, who do your customers need to be?

It’s vital to know this because it will help you determine what your brand identity will look and sound like and most importantly, where they can be found online.

There are several different factors for you to consider as you promote your business.

1. Age

Age has much to do with the types of products and services people will look for and their expectations of them. While people’s desire for a type of product or offering may look similar, age can factor into how they want those products to perform.

• Young Adults (18-24): Likely to be tech-savvy, frequent social media users, interested in trendy and fashionable products.
• Adults (25-34): May have more disposable income, interested in career advancement, fitness, and lifestyle products.
• Middle-Aged (35-54): Focused on family-oriented products, financial stability, and health-related services.

2. Gender

Anyone can be interested in any subject or concern at any time. Having an idea of what gender would be drawn to your product or service can determine what can characterize your overall branding and messaging.

• Male: Interests might include technology, sports, and automotive.
• Female: Interests might include fashion, beauty, and home decor.
• Non-Binary: Consider inclusive marketing strategies that resonate with non-binary individuals.

3. Income Level

The bottom line up front is that it’s important that the people who are attracted to your marketing need to be able to purchase what you are offering. Additionally, a person’s relative level of income can impact what they can reasonably spend on any products or services they may be shopping for.

• Low Income: Budget-friendly products, value for money, discount offers.
• Middle Income: Quality products, aspirational brands, good value.
• High Income: Luxury items, premium services, exclusive offers.

4. Education Level

This is good information to be able to help attract people for the kinds of offerings that may be attractive to them, especially if they are looking for educational products and personal development.

• High School Graduates: Practical and accessible products, vocational training.
• College Graduates: Professional development, career-related products, advanced technology.
• Postgraduates: Specialized and niche products, high-end technology, investment opportunities.

5. Occupation

What level your audience is working has a lot to do with the filters with which they process information and opportunities and the resources and tools they may need to get them.

• Students: Educational tools, affordable lifestyle products, trendy gadgets.
• Professionals: Career advancement tools, business attire, productivity software.
• Entrepreneurs: Business services, marketing tools, networking opportunities.

6. Geographic Location

This is important as each environment has its own set of requirements, priorities, and resources that will determine much of the constant needs or desires for their daily lives.

• Urban: Tech-savvy, fast-paced lifestyle, interested in convenience services.
• Suburban: Family-oriented products, home improvement, community activities.
• Rural: Agricultural tools, outdoor equipment, internet connectivity solutions.

7. Marital or Relationship Status

This has a lot to do with a person’s general mindset and the choices they will make, either for themselves, with a partner, or with their children. Your product or service could be best aimed at people in a certain relationship status.

• Single: Social activities, dating services, travel opportunities.
• Married: Family-oriented products, home and lifestyle, financial planning.
• Divorced: Support services, self-improvement, community building.

8. Interests and Hobbies

This information can reveal what people will continually be curious about and willing to try new products to fulfill their curiosity. It is here that a lot of what can make an impulse purchase attractive can be learned.

• Fitness Enthusiasts: Health supplements, workout gear, fitness apps.
• Gamers: Gaming consoles, video games, streaming services.
• Eco-conscious: Sustainable products, eco-friendly packaging, green initiatives.

9.  Behavioral Factors

This is what makes up your audience’s basic preferences for shopping, brands, and where they go for entertainment, information, and research.

• Online Shopping Habits: Frequency of online purchases, preferred payment methods, types of products bought.
• Brand Loyalty: Preferences for certain brands, engagement with brand content, feedback patterns.
• Media Consumption: Preferred social media platforms, favorite blogs or websites, content format preferences (videos, articles, podcasts).

Spending time with these factors, deciding which would be best to funnel people to your content and offers, can give you a comprehensive picture of exactly who your ideal customer needs to be.

You will be able to determine where they can be found on social media, the general price range for products they want to buy, and what about your product concerns them the most.

That’s powerful information you can use to build your business.

To talk more about demographics and how you can use them to your advantage, get in touch with me at laura@laurafigueroascott.me