When you start a business, there is no point in trying to please everyone. If you try to reach every- one, in the matter of fact – you reach no one.
You have to identify the target audience by using any resource you may find and connect it with tailored marketing pitch, according to their needs. To build solid relationships as a foundation of your business, you cannot just offer your services or product to everybody around. You need to know your ideal clients and their needs.
A TARGET AUDIENCE is a group of people or organi- zations that may become your potential clients more likely than a nonspecified persona.
Even that sounds like a piece of cake, the truth is that it might be a complicated process for some of the entrepreneurs.
So, how do you define the right target audience?
Here are five tips that will help you in this matter.
1. UNDERSTAND YOUR PRODUCT OR SERVICE
Before you start with focusing on defining the target audience you have to deeply understand WHAT IS THAT YOU’RE REALLY OFFERING?
Do it fast by asking yourself the following questions:
- What is your product? Service?
- What benefit gives it to your potential clients?
- Will they be willing to pay for that?
- Can they afford your product/service?
- Is there a similar product or service in the market?
- What makes your offer unique?
- What features differentiate it from the competition?
- Does your product fulfill everyday needs or is it a luxury –„want to have” thing?
Write down your answers. They will be a base for creating specific buyer personas.
The more you know your products or services, the better you can define the proper target audience. And more of that, you will easier understand how to infect their sub-conscience in order to attract their interest.
2. FIND AND UNDERSTAND POTENTIAL CLIENT PAIN POINTS
When you already figured out what is that you offer and how will it affect the lives of your potential clients, the next step will be a walk in the park for you.
Let’s start with creating a list of the CUSTOMERS STRUGGLING WITH SOMETHING THAT YOUR PRODUCT OR SERVICE CAN SOLVE.
No matter the problem size. If you provide the SOLUTION, it is more likely your customer would like to stay with you longer. It is a base for a life-long relationship.
Knowing your customers will definitely help you figure out the next ideas for future engagement with them.
On the startup phase, you may not have yet the cu- stomers base, so it is crucial to look forward and see the products or services you provide from a client perspective.
It’s is good to take the example from the bigger brands and focus not only on the raw quality but on providing a specific value for your customers.
3. CREATE CUSTOMER PROFILEs
Convincing your clients to purchase your products or services basing only at its features isn’t the best way to build trust.
The only thing that matters for a buyer is:
- „HOW WILL IT SOLVE THEIR PROBLEMS?”
- „HOW WILL IT HELP THEM TO ACHIEVE (…)?”
To create successful marketing campaigns you will have to connect with them on the emotional level. But how to do that if you didin’t define who is your real customer. That’s why extremely important, is to create customer profiles.
The data you’ve collected in market research could be useful.There are a few aspects of buyer profile:
Raw criteria such as age, gender, financial and mari- tal status, occupation, education, and location. Those details will help in targeting the right audience.
This aspect helps you in defining the personality of your potential customers. It includes things that your audience value the most; their opinions; life choices; things, and people they find interesting or exciting. That could also include hobbies, activities or social behaviors.
It is not necessary to define all those parameters to build a solid customer profile. However more you know, the more specific target you will have.
4. STUDY YOUR BUSINESS COMPETITORS
The nowadays market is full of big and small companies. Most of the time, at least a few providing the same or similar products or services.
It is very important to analyze what they do and (especially) what they don’t do or do wrong.
You can easily find your competitors failures and le- arn by that, what to avoid to satisfy your customers.
If you decrease the SENSE OF THE RISK of your customers, it is most likely that they will choose you or switch from their previous providers to your organization.
You can use a variety of tools to target your competitor’s clients and prove to them that your products or services are better.
- How did they position their-self in a specific niche
- What are their prices
- Why customers like their brand.
More you know, the more specific target you will have.
Want to learn how to properly conduct competitor analysis? Read this article by Buffer.
5. EVALUATE TARGET MARKET
So you have now specified who is your potential target audience. Before you refine the marketing strategy, it’s time to do some tests.
IT IS WISER TO PRECISE YOUR TARGET AUDIENCE TO MORE THAN ONE NICHE.
Choose at least 2 or 3 and adjust your sales strategy accordingly. Start from assuring yourself that there are enough people you may approach.
If you keep in mind that half of those people might not f it your criteria, you may narrow your target audience too much.
It isn’t good if your TARGET AUDIENCE is too narrow, the same as if it is too wide. Your campaigns will underperform or fail when you aim too small target audience and may cost you too much (without bringing the expected results) if the target audience is too wide.
WHEN YOU TARGET EVERYONE, IT IS LIKE YOU TARGET NO-ONE.
You have to evaluate your target audience carefully and try to find the balance!