The more you know your audience, the better you can market your product. Understanding who to target with your marketing campaign involves knowing the audience’s interests, behaviors, location, emotions and needs. Consider these five tips when targeting your ideal consumer.

What Problem or Need Does Your Brand or Product Solve?

To answer this question, try American Express‘s simple step-by-step exercise: “Complete the following sentence: ‘My company helps _________ who are _________.’ For the first blank, fill in the customer you’re targeting. In the second blank, fill in the problem your company specifically solves.”

“Sometimes the biggest customer need is not the most obvious, and you may need to pivot once you get more clarification on who the target market is and what they really need,” says contributor Barry Moltz.

Create Broad Descriptions of Your Ideal Buyers

“The first step you should take in assembling your customer persona is to create broad descriptions of each ideal customer,” says contributor Greg Ciotti. This goes beyond identifying demographics or personal information. Ciotti suggests identifying “what they do and what’s important to them in doing business with a company like yours.”

Address Lapsed Customer Engagement

“Some customers will be outliers to the targeted demographic — and that’s perfectly okay,” says “The idea is to focus most of your communications toward a sensible group and expand from there.” Contributor Larry Alton explains that low-performance is a good indicator that it’s time to reevaluate your data and ask for feedback. He suggests using “analytics, customer surveys, and other trackers to gather data, then synthesize to determine whose needs are unmet.”

Leverage Social Circles

Etsy‘s senior merchandising specialist Mary Andrews says, “Your Activity Feed is a real-time way to gauge customer interest and taste. Investigate what shoppers are favoriting from your collection and get a feel for their general style by taking a look through their other Favorites. If you notice a common motif or style cropping up among the set of users who favorite your items, consider it a key indicator of your target audience.” This principle can be applied to any market. By monitoring consistent social interests and behaviors throughout the industry, you can direct your digital marketing and social media campaigns to capitalize on the information.

Survey Your Consumers

“By asking customers and potential customers about demographic information like their age, gender, income, and education levels, you can get a much better sense of who they are,” says Survey Monkey. Delivering the right product becomes much easier when you understand who you’re pitching to. Survey Monkey says “questionnaires with a few well-directed questions can simplify your market segmentation analysis.”