Targeting the Right Audience
When it comes to your target market, you really need to have it sussed out. You may think your product or service is ‘for everyone’ but I guarantee you, it’s not. Understanding your target audience is absolutely necessary if you want to market efficiently and successfully to the right group of people.
Your target audience are the customers you’d wish for in an ideal world. They’re the people you really want to work with and the people who value your product/service the most.
The need or desire for your particular product/service is not always what drives these people into action. If you can drill down deep and figure out what it is that they really want, you can market to them more effectively.
Identifying your target audience may be difficult. Trying to figure out who these people are and what they want can be a daunting task. Fortunately, we’ve outlined some simple yet effective pointers below.
Why is it so important?
You’re probably aware of several reasons why you need to focus on a target audience but for anyone who has doubts, here’s the general gist.
You want to gain customers with ease. You want your business to grow and excel. You want your customers to be happy. You want to be able to speak to those customers in their own language, ensuring they keep coming back for more.
If you can understand what makes your target audience tick, you can communicate more effectively and make your customers feel understood and cared for in addition to providing them with your product/service.
Where do you start?
As with all things, not everyone is going to need what you’re selling. Targeting people who have no desire for your product/service is simply pointless. However, you already know there are plenty of others out there who do need what you’re selling, and these are the ones to lavish your attention upon.
Look at your current customers. You’ll already have a good idea of age range and gender, basic facts about your customer base, now you need to dig a little deeper. What else do they have in common? What do they like? How do they feel when they purchase from you? What motivates them to buy, is it desire or need?
What can you do to hook them in the first place?
Most people search for what they want online. This is the age we live in. Your website needs to be top-notch if you want to present the right image.
Is your website up to scratch?
Too many small businesses make the mistake of thinking a website is just there as a function or simply to have some sort of online presence. How do you feel when you visit a poorly designed site? It’s unprofessional, right? You will probably leave quite quickly if the colours are ugly or you can’t find what you’re looking for immediately. Having a bad site can mean bad news for your business. Investing in a decent site will create the right image and yield the right results.
As we all know, first impressions are important, especially in business.
How do you find your perfect customer?
What does a perfect customer look like to you? How do they behave? How much do they spend? What is it about them that you like?
You probably already have customers you prefer to work with above others, why? If you can figure this out, you can begin to incorporate these elements into your definition of your target audience. You want as many of this type of customer as possible. Focus your efforts towards them and cultivate a customer base you love working with.
Does your product/service solve a specific problem?
The answer to this should be a resounding, yes! If you’re unsure of what problem you’re solving, try working backwards. What gap would remain if your product/service wasn’t present? What hole are you filling?
You want to make it an easy choice for your customers, to buy or not to buy. Ask yourself, am I making it as easy as possible for my customers to say yes?
Why do people need or want what you are offering?
It’s not as simple as you may think. Of course, there are practical reasons no doubt, but people buy with their emotions too. Question what motivates these customers to purchase. Are they looking for a bargain or are they trying to keep up with the Jones’? Do they need convenience now or are they looking for something long term?
If you want the right customers, you need to market towards the right people. Identifying and understanding these people will enable you to speak their language and really gear all your efforts towards bringing more great customers on board. With a focused marketing strategy, you can cut through the noise and make sure the right people are listening.
Are you considering redesigning your website? What would a wonderfully designed website do for your business?