Focus on Your Target Market
I have a great job. I get to speak with many customers on a daily basis, on their dreams and goals on starting their own business. Having done this myself, you know the ones who will probably make it. And this is completely NOT based off the product, or their pitching technique. It’s how they map out their business plan. One of my first questions in consultation is, “Who is your target audience?” Sometimes, I have customers who will answer right off the bat, and some that have no clue. First, rule in business, people: KNOW YOUR TARGET MARKET!
This month’s Marketing Tip will help you analyze who you’re selling to and how effectively you’re doing it. The key goal of marketing is to address your best customers in ways that appeal to them. The more specifically you can tailor your offers to their needs and interests, the better the response. This kind of “targeting” leads to more repeat purchases, bigger orders and a larger customer base.
Who are you selling to?
To speak to your target market(s), you first have to figure out who they are. How do they use the Web? Are they tech-savvy or novices? Why did they choose to buy from you rather than someone else?
• To find out who your current customers are, start by looking at the advertising you did last year that worked. If your most successful ads appeared, say, on a realty industry blog, you know your customers are Realtors looking for ways to promote their realty businesses.
• Utilize Site Analytics or Google analytics to track the statistics of your website.
What do they want?
Let’s say your research leads you to the following conclusion:
“My target customer is a realtor who uses the Internet for business.”
The most reliable way to find out what your customer wants from you is to ask him. Use the Express Email Marketing™ to create and send a simple survey to your customers. Some tips:
• Keep it short, since shorter surveys get more responses.
• Include a few demographic questions such as gender, profession, employment status, etc.
• Find out which of your products the reader currently owns (domains, hosting, etc.) and what they use them for (business, hobby, family, etc)
The results of your survey should help you fill out your target market description still further:
“My target customer is a male realtor who uses the Internet to promote his business. He’s self-employed, so customer support and price are prime issues.”
