Identifying and Understanding Your Target Audience

When you’re launching or scaling a business in South Africa, one of the most overlooked (yet critical) foundations is clearly understanding who you're building for. At Zazu, we’ve spoken to hundreds of entrepreneurs, from Cape Town to Durban, who all face a similar challenge: banking is a headache. With that understanding we decided to be the best medicine for freelancers and SMEs. What are the pain points of your audience?

This guide is designed to help South African founders, freelancers, and small businesses pinpoint their target audience with precision, ensuring that every cent spent on marketing and product goes the distance.

What is a target audience?

Your target audience is the specific group of people your business wants to reach, those who are most likely to benefit from your product or service. Understanding their age, location, income, motivations, and pain points allows you to shape content, products, and experiences that actually resonate.

In South Africa’s diverse and multilingual economy, this becomes even more important. Marketing to urban Gen Z creators in Johannesburg will look very different to addressing rural SMEs in Limpopo. But both may be valuable, if approached correctly.

Why defining your audience matters

Running ads or building products without a clear sense of who they're for is a fast way to waste money. In a country where cost-consciousness is key, laser-targeted messaging ensures your brand doesn’t get lost in the noise.

Knowing your audience leads to:

• Higher engagement and loyalty

• Better conversion rates

• More efficient use of time and marketing budget

• A product that customers actually need

How to define your target audience

Start with two dimensions:

1. Demographics

Consider age, gender, location (urban vs. rural), language, income, and education. For example:

• A mid-level startup CFO in Sandton

• A home-based cake decorator in Mitchells Plain

• A township-based informal trader in Soweto

Each of these individuals has a different need, risk profile, and way of engaging with financial products.

2. Psychographics

Go deeper: What drives them? What do they fear? What social media do they use? What makes them switch providers?

Use tools like:

• Surveys via WhatsApp or Google Forms

• Interviews with existing customers

• Polls on Instagram or X (formerly Twitter)

• Data from tools like Meta Audience Insights

  
  

Local tip: In South Africa, informal referrals and trust-building still play a massive role. Understanding cultural norms and communication preferences is key, especially in underserved or multilingual regions.

Creating buyer personas

Once you've collected enough data, create a fictional “persona” that represents your ideal customer. Give them a name, a job, and a backstory.

Example Persona:

Now build messaging, product features, and support channels tailored to Sizwe’s reality, not just a generic business user.

Why this matters for South African SMEs

South Africa has over 2.6 million SMEs, yet most still rely on tools not built for them, manual processes, outdated bank portals, or WhatsApp for invoices. By truly understanding their needs, you can solve real problems and win loyalty fast.

Zazu’s Take

At Zazu, we’ve built every feature, from account opening to team cards, by working closely with real South African entrepreneurs. We obsess over understanding who they are and how we can help them grow. Because banking should be more than a place to hold money. It should be a partner in helping you scale.

Start building your own audience-led business today. And when you’re ready to take finance off your plate, Zazu’s here to help.

📌 Explore our features at get-zazu.com