How do I determine my target audience?

When hosting a webinar, it’s important you know your audience. This allows you to talk to people using their own language and focussing on topic that interest them. It helps you address those people you’d want to have in your webinar audience.

First, think about the question or problem you’d like to answer or solve for your viewer. This helps you choose the right direction. Next, try characterizing the person listening to you. This helps to communicate a message that’s actually interesting to your target audience.

The characterization is created using personal character traits.

These include:

• Gender

• Age

• Education

• Profession

• Interests/hobbies

• Income

You can also do more specific research by asking questions such as: 

• How many hours do they spend online?

• What are their personal career or business goals?

Once you know all this, you can start exploring the needs of your target audience.

To really understand the needs of the target audience, you have to find out what they are (obviously).

Your starting point for this research are their personal character traits. Here’s a good example: Greenpeace. This well-known global environmental action group will never give webinars about the health benefits of eating meat. They know their target audience, environmentally-conscious and perhaps vegan people, would rather be interested in making a donation to help save the rainforest and stop deforestation.

I’m very curious which target audience you're gonna choose to organize a webinar for. Maybe you already know?

Feel free to share your plans with us. When you’re still in the research phase, you’re also welcome to ask questions in our chat!