Deciding on your target marketing criteria lays a critical foundation for your business. Ideally this is something that should be considered when drawing-up a business plan for your new business, but if this has passed you by, it is never too late! The better you know your customer the faster your business will grow.
It is really important to determine a criteria you intend to use to identity the people you most wish to reach who will become your perfect customer.
Your audience is unique to you and your brand, so you must identify the factors that can be used to create a better relationship between their potential needs and what your company can offer to provide a solution to their needs.
Ideally you need to eliminate the people for whom an attractive offer from you won’t be relevant or important. By excluding these people, you can then focus your marketing messages to reach the remaining people who will be most interested and receptive to the call to action within your marketing message. The more you define it the better – this is what’s known as your ‘niche’ market.
If you are new in business look at who your competition are marketing to and this can be easily done, these days, via Social Media. If you have an established business and have an existing customer base, ascertain the common traits and interests of your current customers and why they buy from you. Who are your top customers (your VIPs)? If you determine the common denominator of your VIPs, it will then make it easier for you to target people, very similar to them, who could also benefit from your product/service.
Analyse not only who has a need for your product or service but also who is most likely to buy it. Use some or all of the following factors:
- Income Level
- Marital Status
You could also use the more personal characteristics to segment your target audience:
ValuesHowever, take care not to whittle it down too far!I hope this post has got you thinking. Is this something you’ve overlooked doing? If so, as mentioned previously, is never too late. You will be surprised at the difference it will make to the take-up rate of your prospects.
Until next time