One of the easiest ways to understand your audience is through social media networks as well as through blogs. If you wish to make sure that you have the right type of audience, then find something specific such as people looking for needle coke prices. The reason to be so specific is so that you understand how to reach to them and what you will have to offer them. So, create customer personas according to demographics, occupations, hobbies but using as online behaviour like that to make sure you reach them. What do you think?