Why audience types matter
When one message goes to everyone, it convinces almost no one. Once you know who pays, who advises, who is ready to buy this week and who has never heard of you, each group gets its own message, channel and share of budget.
There is no single correct classification. A person can sit in several groups at once, so pick the division that answers the decision in front of you.
Primary and secondary audiences
The primary audience brings most of your revenue and gets most of your budget and core messaging. The secondary audience buys less often or in smaller amounts, but may be a growth source or may influence the decision.
Take an Instagram shop selling children's clothing: mothers are the primary audience, while grandparents and relatives looking for a gift are secondary. A common mistake is spending more on the secondary group simply because it looks more interesting.
Broad vs. narrow target audience
A broad audience is everyone who could conceivably be interested. It suits awareness campaigns and mass products. A narrow audience is a small group with a specific need and clear traits.
For a cafe, the broad audience is everyone living nearby; the narrow one is students from the university down the street who need sockets and a quiet table. Small businesses usually do better starting narrow: it is easier to write a sharp message and reach the right people with a limited budget. Once that works, expand to neighbouring groups.
Buyer versus user
In many categories the person who pays is not the person who uses the product. A purchasing manager buys office equipment that employees use every day. A gift is chosen by the giver and used by the receiver.
Speak to both. The user should like the product, and the buyer needs a solid reason to choose it.
B2C and B2B audiences
In B2C, individuals decide quickly and emotions and recommendations carry weight, often through Telegram chats and Instagram. In B2B, a company decides: several people take part, the process is longer, and rational arguments win.
Some businesses serve both. A bakery may sell cakes to families for celebrations and supply desserts to cafes and offices. Treat these as two audiences with two descriptions.
Segmenting by buying readiness
This division often improves campaigns the most, because it shows what a person needs right now.
- Unaware: does not yet see the problem, so explain it first.
- Problem-aware: looking for a solution, so offer comparisons, guides and answers.
- Comparing options: weighing you against competitors, so show reviews, work samples and clear terms.
- Ready to buy: needs an easy path to order and a final argument.
- Already bought: give a reason to return and to recommend you.
New and existing customers: build one table
New customers need trust, an introductory offer and a plain explanation. Existing customers need news, reasons to repurchase and loyalty rewards. Lapsed customers deserve their own group too, since winning them back is often easier than finding new ones. Sending one message to all of them works poorly for each.
Put every division into a single table: who they are, how much revenue they bring, which message, which channel, what budget. The gaps show you which group has been ignored. If you want help turning that table into a plan, markdev works on marketing strategy for businesses in Uzbekistan. Get in touch and we can talk through your task.
FAQ
How many audience types should I define?
As many as change your decisions. For most businesses, primary and secondary groups, a narrow starting segment and a split by buying readiness are enough. Add more when a concrete task requires it.
Which audience should a small business start with?
A narrow one with a clear need that a limited budget can actually reach. After first results, expand to neighbouring groups.
What if the buyer and the user are different people?
Prepare separate messages. Give the buyer reasons to choose and pay, and show the user how the product is convenient and useful.
Should I show prices to people who don't know they have a problem?
Usually not. Explain the problem and its consequences first. Prices matter more to people who are ready to buy.
Let’s look at your task for free
Leave your contact — in a 15-minute call we’ll show where leads get lost and what to fix first.