Ironically sufficient, when it comes to promoting themselves, many companies jump straight into marketing and forget to think about the most important part of marketing: their own target market.
This problem isn’ t just limited to new business owners or start-ups, either. I’ ve talked to plenty of well-established businesses who can only describe their target audience in broad generalities.
This is a real problem because understanding exactly who you’ re targeting with your marketing is the key to successfully achieving, connecting with and convincing these to buy what you’ re offering. So , while it’ s appealing to jump right into building your own marketing campaigns and putting together innovative, it always pays to stop plus think about your target market first.
In this article, we’ re likely to take a look at how to identify your target audience and use what you know about that will market to create target marketing campaigns that sell.
Who seem to is I targeting?
Whether you’ re a new company or a decades-old company putting together a brand new ad campaign, you should always be asking yourself “ who am I targeting? ” Even if you sell products with wide appeal, this question is still essential. Specifics sell and the more details you know about the market you are concentrating on, the more efficient your marketing will be .
For example , if you sell cream, you might think that your target market is too huge to define. I mean, almost everyone will get dry hands at some point, right?
While that might be true, there are a great number of different reasons why people buy cream. Some people live in a dry weather. Some have a skin condition like rosacea. Some people want a lotion that odours good, while others want a scent-less cream because scented lotions irritate their particular skin.
Would it sound right to use the same marketing for all of those different groups?
Even when your scent-less lotion happens to be perfect for people who live in a dry environment or have rosacea, it’ s difficult to effectively market to all of these marketplaces simultaneously. After all, if someone looks for “ rosacea lotion” on Google, these people aren’ t looking for lotion because they live in the dry climate . They want the lotion that will treat their particular skin condition.
Even within a lot more targeted market segment like “ rosacea sufferers”, there is often area to refine your target market additional. For example , you’ d want to make use of very different marketing tactics to market your own lotion to moms with young kids suffering from rosacea than you would in case you were trying to sell to middle-aged males with the condition.
Are you able to see why understanding your target market is really important? The more clearly and specifically you can answer the question “ whom is I targeting? ”, the greater focused and effective your advertising will be. Obviously, you have to balance market size along with market specificity , but knowing who you are targeting and what motivates all of them is the key to create compelling marketing advertisments.
With all that in your mind, here are a few easy questions you can consider to help you define your target market(s):
How do my present customers use my product or service?
As I mentioned above, even people that use your product or service for the same thing might use it for different reasons or in various ways. For example , if you offer invoicing software, you may have some customers whom use it for every client and deal, while others only use it for certain customers or situations.
Chances are, invoicing software addicts are probably your own most valuable customers and you will want to each target them more aggressively along with different messaging than you would a lot more casual users. Your software is going to be an integral part of their business, so specific selling points about your software program will appeal more to them compared to they would to your standard users.
Segmenting your current customer bottom by how they use your product or service can provide you with a lot of insight into your target market(s). Odds are, if your current customers really like your business for a particular reason, prospective customers who are motivated by the same factors will be likely to respond to marketing that focuses on that will same issue.
What am I trying to sell?
This might seem like an obvious section of any marketing campaign, but when it comes to identifying your target market, knowing what you are trying to sell is important, especially if you’ re transforming what you are selling. Many businesses attempt to use old marketing tactics to market a new product and then wonder exactly why their results are bad.
Whether you’ re trying to marketplace something new or simply get more sales to get a particular product or service, it’ s vital that you think about who your new target market is definitely. Different products and services appeal to different viewers, so even small tweaks as to what you’ re selling can have huge effects on how well your marketing and advertising works.
For example , in case you sell cookies and decide to include organic, egg-free cookies as a cool product, you need to market them differently compared to your standard cookie line.
Let’ s be truthful, most people who buy organic, egg-free cookies aren’ t buying all of them because they are the best tasting cookies. These people care about the ingredients more than the taste, so your marketing should focus on just how healthy and environmentally friendly your biscuits are.
At the same time, in the event that most of your customer base enjoys the flavor of your standard biscuits, they aren’ t likely to begin buying your organic cookies as they are environmentally friendly. They want the delicious biscuits they know and love, and that means you should focus on marketing the taste of your core cookie offering for your less ingredient-conscious target market.
Ultimately, what you are trying to sell includes a huge impact on how you sell it plus who you sell it to. Because of this, “ what am I selling? ” should be one of the first things you think about during the marketing process.
What is the competition doing?
While I’ m a big supporter for standing out from the competition, you may also learn a great deal from the competition — each about what to do and what never to do .
For instance , take a look at the ad below:
You can clearly see that e-commerce is targeting high-intensity people who most likely lead high-intensity, busy lifestyles. In order to appeal to this market, their ad duplicate is high energy and focused on the flexibleness of their offering.
If you be a competitor of theirs, there’ s a lot you can learn from this. On the other hand, if you want to target the same market, you are able to look for keywords or phrases they may be using to try and catch the attention of their target audience .
Alternatively, if you want to differentiate your self and try to target an alternative market, you could attempt focusing on price, a different exercise choice or offering lower-key classes that may appeal to less intense potential customers.
Whether it’ s the gym down the street or an international conglomeration, your competition can teach you a lot about that your target market is (or ought to be) and how to approach them within your marketing.
Is the target market niche … or non-existent?
One final point to keep in mind as you identify your target audience is the size of that market. As you can see earlier, the narrower your target audience is, the easier it is to create specific, highly focused messaging for them. Nevertheless , if you can only target 10 individuals with that messaging, it may not be a marketplace worth targeting.
Provided the massive reach of internet marketing platforms like Facebook and Search engines, this isn’ t a common issue, but it is something to keep in mind when you define your target market(s). When you are struggling to effectively target the marketplace you’ ve selected, you may need to have a step back and expand your viewers a bit.
As a general rule associated with thumb, I like to assume that 3 % of the people you can target having a given marketing channel are ready to purchase today and 3 percent often will be convinced to buy. If that will 3 to 6 percent of the identified target market isn’ t sufficient potential business to be worth your time and energy and money, your market is most likely too niche to be useful.
Although it can be easy to assume you know who have your target market is and what they desire, taking the time to really think about what you’ re selling, who you’ lso are selling it to and how to greatest sell it can significantly improve your advertising results. It might not be the most attractive or exciting part of marketing, yet it’ s a key part of each good marketing campaign.
Opinions expressed in this article are of the guest author and not always Marketing Land. Staff authors are usually listed right here .
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