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Understanding Your Audience: The Foundation of Successful MSME Marketing

As Benjamin Franklin once said, “If You Fail to Plan, You Are Planning to Fail,” and this is precisely what a MSME marketing strategy is all about. The initial stage of planning begins with understanding your audience and analysing their interests and buying behaviour. Understanding your audience involves understanding the people around you and their perspectives. Knowing if they understand your words, examples, or the frames of reference you use to communicate your experiences, points, and conclusions is beneficial in understanding your target audience. 

Once the right people find your brand, keeping customers and making sales are the most important things for any business. You can solve your audience's problem by understanding them better after you get to know them. Let us see how we can plan a marketing strategy based on a strong foundation.

How to understand your target audience?

It’s essential to find your target audience and with this guide, you’ll get all the information and the steps you need to do just that:

1. Create Buyer’s Persona

Buyer persona

A buyer persona, which can also be called a user persona, marketing persona, or audience persona, is a made-up character that represents your ideal customer based on the studies you do on the market and your audience. That is, it's a made-up person that you think represents the most important traits of your large audience. Buyer personas can be made through surveys, interviews, and research with a mix of customers, prospects, and lots of in-depth study.

2. Monitor Reader Comments And Engagements

Monitor reader comments

Engaging with people and leaving comments are very important if you're doing social media or content marketing (which you should be). It's important to learn how to keep track of how many people respond to your work and understand how often they react and how they respond. The better your campaign is doing, the more "engagements" you get, which are things like comments, likes, and shares. This information can help you figure out what kinds of content or messages your audience likes and doesn't like.

3. Conduct Surveys

Conduct Surveys

A comprehensive survey can help you figure out what your customers want, why they buy, and how to get ahead in the market. This is an important step for small and startup businesses that want to bring new goods and services to market. You may divide poll responses into two groups based on the type, subject, and details of your survey. These groups could be: General information includes a person's level of education, age, income, marital status, or political or religious views. Precise information includes things like a person's favorite brand, level of satisfaction with a service, and so on.

4. Analyze Competitors

Analyze Competitors

A competitive analysis looks at the goods, services, and sales strategies of other businesses and rates how good or bad they are compared to your own. A full competitive study should be done at least once a year, as per business standards. There are 5 steps to conducting a competitor analysis, which are as follows:

  1. Identify your competitors

  2. Gather information about your competitors

  3. Analyze your competitors’ strengths and weaknesses

  4. Determine your competitive advantage

Once you are done, it is time to create a marketing strategy, taking a holistic perspective into account.

5. Identify Your Key Message

 Identify Your Key Message

Businesses need to follow tips for marketing plan for successful implementation and effective results. The main aim of your small business is to focus on your key message and discover the different ways to market your small or medium-scale business. This will allow you to reach your target market while making sure that your marketing campaigns are creative and unique. In the end, don’t forget to keep track of how well your marketing campaigns are performing and make changes as per the results.

What is the benefit of targeting a niche audience?

MSMEs planning to scale their businesses need to conduct a target audience analysis and strategize their approach accordingly. Therefore, it is recommended to target a niche audience as you follow the given marketing tips: 

Niche markets can differentiate themselves from traditional markets in a number of ways, including:

  • Beliefs

  • Culture

  • Demographics

  • Feature needs

  • Product preferences

  • Disabilities

  • Careers

  • Hobbies

  • Tastes & preferences

With niche marketing, businesses can set themselves apart from competitors. If your brand can give customers something that no other brand can, then you are already in their good books. Folks like it when brands cater to their tastes, and if they discover a brand as relatable, they might stick with it. 


At 26Tech, we help small and medium businesses to maximise their revenue by elevating their online presence. A target audience analysis is the first step to creating an effective marketing strategy for a holistic business growth. By following the above given tips for marketers, businesses can leverage from a budget-friendly marketing plan for small and medium-sized businesses

By following the given marketing tips towards a niche target audience, businesses can get better results. After deep analysis of your target audience’s demographics, interests and professional titles, we create an effective marketing strategy that delivers excellence and top-notch results. Further, catering to a specific target audience will also help towards creating a high-performing social media strategy. Consult us for an effective MSME marketing strategy.


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