If I could help you understand one thing that would make your marketing really rocket, that would be to know EXACTLY who your target audience is and how to understand their demands and characteristics.
If you are running a business or thinking about setting one up, online as an Internet marketing business or offline as a traditional business, if you understand your audience and target market correctly, all your marketing efforts should go be laid to waste.
Your Target Market? – Isn’t this obvious?
Although that seems a pretty obvious thing to think about, I still see many businesses trying to market and push products to people that are just not interested or simple do not need your product or service. The flip side is that when you work in your own business and have products or services to sell, you can get into the trap of thinking that you have a very small target market so shouldn’t be doing much marketing or advertising.
Let me give you an example of something that I came across recently:
I was working with a website that sells hand crafted birthday cards. The owner of the website thought that only those people who have to wish someone a happy birthday will be the one’s buying her cards. Knowing that the search engines are her main route to her website’s publicity, we started digging for phrases and terms that people might be searching to find her site, and her competitors.
After taking the time to look at these she realised that there was a much bigger audience for her to tap into, and potentially diversify her offering of cards from not just Birthday’s, but to many other occasions and life events.
This then got her thinking more about her target audience and we worked through a number of different things to consider when looking at her marketing activity. We started to look not just at what she was doing in her marketing, but also who she was communicating to.
If you take a step back, look at your target audience that you want to be marketing to by asking yourself questions such as:
- Who do you intend to target?
- Why you do want to target them?
- What makes you think that your targeted audience will listen to you?
With all those questions in mind, you need to then define your target audience in a little more detail. Think about their characteristics:
- Demographical Characteristics:
Think about basic factors such as their age, gender, occupation, level of education, monthly income, relationship status, etc.
- Geographical and Cultural Indicators:
Different people living in various regions of the world have numerous expectations which might largely differ from one individual to another. These expectations could be influenced by the types of cultures they are accustomed to and affect buying decisions.
- Lifestyle trends:
Once you have some idea about your audience, start to think about what they are like, what choices they are expected to make and what their needs are. Are they sporty? Do they stay at home and play video games? Do they have regular jobs or do they work at home? Do they have children?
- Needs, Wants and Desires of your Customers:
When people buy something, they generally have a need want or desire. How can your product or service help solve their need or satisfy that desire or want? Survey’s help to understand this more.
With all these characteristics in mind, form a generalised customer profile which will summerise all the factors that you outlined to define your target audience. It will help you connect well with your audience and also help with great customer service.
Work through this and see how well you understand your target market, review your marketing activity and stop using a blunderbuss approach to your marketing. Become a sniper, pick your targets, aim well, use less effort and win the bigger prize.
If I can help at all tweet me @anthodges or call the office for a chat – 08432 894 402 (local rate).