How much thought have you given to your target market and who your ideal customers are? If you were asked right now who your ideal client is could you answer without stopping and thinking? Do you even sell to those ideal customers?
Some business owners take a lot of time and conduct a lot of research in the quest to establish who that client is and larger companies spend huge amounts of money conducting market research. Knowing who your target audience is will make it much easier to get in front of these clients with effective marketing and will help you to further develop your products and services.
The simple method
If you have a product that appeals to a certain category of people then it is fairly easy to establish the ideal client. Imagine you have a hair product/products that are only suitable for those with long hair. Straight away you are narrowing your audience to females with long hair. If you are selling men’s high fashion you can narrow by age and gender and so start to build a profile of your customer.
How to narrow your audience further
Think about the clients that currently buy your products or services. Make a list of what you can establish about them including the following –
- Employed, self-employed etc
- Geographic location
- Interests and hobbies
These metrics will help, particularly when setting ad campaigns on platforms like Facebook, however it is possible to drill down even further so that you can tailor every aspect of your marketing. To do this you need to build a customer avatar. What is a customer avatar? It is a very detailed character profile that brings the customer to life and gives you someone that represents your ideal customer. So not only do you know age, interests, where they live etc but you even give them a name and a family. To give you an idea it would start something like this –
Sarah is 39 and lives in Bristol. She is self-employed and is mum to two children aged 7 and 12. Her husband works full time in a corporate role although they both have a similar level of income. Sarah works her business around the children so that she can enjoy being a mum and pursuing a career. They love to holiday and try to get away at least once a year with the children whilst trying to make time to get away as a couple. They both drive cars so are a two car household and they enjoy eating out and getting together with friends. Sarah owns many gadgets and likes to have the latest smartphone, tablet and technology………….
You will quickly realise that by building the customer avatar you can actually start to know how to target your product.
How to use the information effectively
Once you know who you are targeting then you can build your marketing and your offering around these clients. Previously you may have targeted them by age and gender but now the metrics that you can build into your campaign are much more detailed. It may be that building a customer avatar or possible 2-3 you will discover tweaks to your products or services that will increase sales by making them more relevant to those that you are trying to target. Think about where your customers are going to be exposed to your message. Are they technology users? Do they spend time on platforms like Facebook, Instagram and Twitter? Would this be a good place to target your message? It may be that an email campaign is a more effective method of targeting clients or maybe even a leaflet campaign.
When you think of all the things you are going to do today and which will have the most impact on your business surely this is a good place to start?