One of the most grueling parts of marketing is creating a plan that will enable you to reach your target audience. This process requires research to find out who your target audience is as well as what those target audience’s characteristics are. Once you have this information, the way you use it is key.

Of course, you have to start from what your product or service is and craft a general statement that describes the type of person that would use said product. For example, a makeup company may be releasing a new lipstick for those who want a chapstick and lip color all in one. While this gives us a basic idea of how to approach marketing we still need more information on the target audience before constructing a carefully executed plan.

The characteristics of your target audience are essential to your marketing plan. If you have a target audience made of primary teens to young adults then social media will probably be your main form of marketing. While you can enact all forms of marketing to cover all every base, it is much more efficient and cost friendly to focus on where your target audience will primarily be found. The age and gender of your target audience will also impact your marketing message, for example, when marketing to children your message will be more fun and less serious, whereas marketing to adults will require a less juvenile approach.

Analyze your target audiences’ lifestyles. Are you advertising to parents? Then your marketing plan should involve a more wholesome tone. Is your target audience homeowners or college kids? These are important questions to ask yourself before constructing your marketing plan because it will ultimately influence how you advertise your product or service.

Another characteristic that should impact your marketing plan is geographic location of your target audience. This is important because people in different locations tend to live different lives filled with different daily activities. For example, if you are advertising in a more rural area then digital marketing may not be as lucrative as it would be in an urban or suburban area.