As we discussed in how to target the right customer online and how to identify target audiences when blogging, finding the right customer for your business can be tricky. The problem being that you cannot sell to everyone, yet you do not want to alienate potential customers.
One of the most essential things to do when building a marketing campaign is to know exactly who your user is. Whether you are selling online or offline, through whatever medium, one of the most important factors is defining exactly who your selling to. To do this you must first refine your product/service (see what is a USP) and offer solutions to customer needs.
Identifying your Target Market
Successful SMEs know that their market is limited. They have determined who exactly their target is and drove all marketing efforts towards that audience. In short, they have become specialists in their own field and attracted customers who will benefit most from their unique selling point (USP).
Identifying who your target market is requires an objective analyses of your business, refining your sales pitch and finding that specific audience.
We at evolve understand that all businesses are different, however, we believe there are some general rules in how to discover your target audience:
Becoming a Niche
No business no matter how large can be ‘all things to all people’ (tweet this) . All great businesses have a particular sales audience and benefit from selling to a limited scope. Finding this scope requires you to refine what it is you are actually selling, and becoming a specialist. You must examine your market place and look for unmet needs. Even if you are selling the most basic services or products you must find out what makes you different and show your customers how they will benefit by you.
Discovering who is buying what and where, can save you a lot of hassle, especially if you have created a product that simply nobody wants. More optimistically, it will show you if there is a demand before you begin your marketing strategy. Research can be a pain, as it can take time and energy out of your business momentum, but without it, you are simply spending time and money based on guess work.
Identifying your Ideal Customer
From your market research you should have a general idea of who your ideal client is. Now you must build a ‘persona‘ or profile on this perfect customer. Write down everything about them like: age, where they work, what is their social standing, their cultural interests. Understanding their core values, and who they are, will paint a vivid picture of them.
Marketing your Market
Having a specific target group through the use of profiling will help you understand how to market your product. Different target markets require different marketing. A great example is looking at the different ways marketers sell men and women bathroom products. See the differences? Your ideal customer(s) will respond to different mediums and content. Your personas will guide you on how to market what and where.