Why You Need To Define Your Target Market and How You Can Do It In 5 Simple Steps
Knowing your target market is vital when it comes to growing your business. If you know who your target market is, then your messaging and ads can be hyper focussed to this demographic and will gain the best results.
Not defining who you're going after would be like yelling from the rooftops about your business. Yes, 1000’s of people would hear you but the vast majority wouldn’t care let alone turn up. However if you know who you're targeting then you can place your offer directly in front of the people who want it.
So, how do you define your target market? We recommend looking at the following areas to clearly define who you want to market your services too.
Your current customer base
This may seem obvious, but for good reason. Looking at who is currently coming to your business is a good starting point, when thinking about your brand messaging and targeting. Are you saying the right things to the right people? Are you getting the right people through the door?
Look at what your competition is doing. You don’t need to reinvent the wheel. Look at what is working for others and see how you can make it fit to your message and your audience.
What are you offering?
What product or service are you offering that sets you apart from the rest of the crowd? Are offering an incentive when you give a quote? Do you have any special qualifications or experience that others in your sector don't? Use these to separate you from those around you and position yourself as the expert in your field.
What kind of demographic are you targeting? Is it first time buyers or older families that are looking to renovate? Do you serve the private sector or do your prefer more commercial businesses? If you know this then you can better target your ads and marketing message to where you key demographic spends most of their time.
Take some time to really drill into the interests of your target audience. What do they like, where do they spend their time, what do they do in their spare time? The more you know then the better picture you can paint, refining your message as you go.
Pulling it all together
Once you’ve gone through all this, you should have a pretty good idea of who your target market is and what they do. Knowing this is such a powerful tool in your marketing journey both online and offline.
Offline, it can help your tone of voice, your brand messaging and the kind of marketing assets you create. It will help you choose who you want to partner with and who you want to do your PR.
Online, it will guide you to where to advertise, what platforms to go to and what social channels to optimise. Your target market will determine how you send your marketing emails, what copy to use, what content to produce. All this will help you create better, more interesting content for them to interact with and share, which in turn creates more free marketing. More importantly, your target audience is incredibly valuable when it comes to Google Adwords and Facebook Ads. If we have this information we can target people down to their postcode and specific interests, ensuring only the people who will act on your ads see them.