Defining a target
Defining your target market
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Who is your target audience?

How well do you know them?

Can you describe your ideal customer in 3 sentences?

If you can’t, you are losing more money than you can imagine. I want to show you how defining your ideal customer can bring an instant boost to your marketing campaign. I also will show you how to define your target market.

Who is your target market?

Your target market is the group of people or companies to which your organization aims to sell its products or services. They are the people whom you expect to sell your solutions to.

Everybody does not need the same thing. When you identify the type of person who needs your product, when you know certain details about that person to be able to effectively communicate to them and get them to buy your brand, you have found your target customer.

Many people set out to market a product/service without knowing really who they are selling to, without knowing who their target audience is. This is a mistake. How can you develop an effective marketing strategy if you don’t know who you’re talking to?

I discussed this with someone a few weeks ago. She wasn’t making sales and she had no idea how to turn things around. First question I asked her was, “Who are you targeting with this product?” To which she responded, “Everybody.”

You would be surprised at the number of businesses who believe their target audience is ‘everybody.’ No, you target audience is not everybody. You can hardly hit anything you are not aiming at. If you are targeting everyone, you are indeed targeting no one.

How to define your target audience

It’s very important that, if you have not done so, you should begin to create a profile for your ideal customer. Whether your target market is business to consumer, or business to business, you’ll want to know who your best target is.

Some of the things you should try to understand are:

  • Are they women, men or both?
  • Where are they located?
  • What is their age bracket?
  • Are they exposed to technology?
  • Do they prefer watching television or listening to radio or hanging out on Facebook?
  • What is their income level?
  • What is their level of education?
  • Are they married?
  • What are they interested in?
  • Do they have any cultural or religious beliefs?
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There are more questions you should ask but you get the point. When you do this, you will begin to see how to reposition your marketing strategy to appeal to the person who needs your product the most.

Your answers to the these questions will tell you about important product delivery decisions like packaging, logo design and your unique selling proposition.

If your target audience is young and exposed to technology, for example, you will create more online ads than local ads. If they have cultural or religious beliefs, you won’t make offensive ads out of ignorance. If they are married, you will create ads which will appeal more to the family.

You see how important defining your target audience could be and how it will make you more profits.

3 things about your business will decide who exactly you should targeting in your marketing strategy. After you have identified who your business should talk to, these 3 things will help you understand the best way to talk to them.

1. What solution does your business provide?

This goes without saying but I should say it. First thing to do when defining your target market is to define what solutions you are bringing to the market in the first place. People don’t buy products anymore, they buy solutions.

When you define the solution your business provides, you will know who is in the best position to desperately need such solution. Then you can try to understand that person and how best to position your solution so as to appeal to them the most.

2. Who will pay for it?

Now, the person you make your product for might not necessarily be the one who pays for it. If you make a product for kids, you expect the parents to pay for the product so you should be speaking to the parents in a way the kids will love.

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You will see this a lot when you look at companies who make products for kids and how they deliver their ads. A good example is Dettol brand. They use images, sounds and graphics that will appeal more to parents about how their kids should be.

You need to understand who exactly is paying for the product you make. This will help you understand how to talk to them and what you should be saying to them.

3. Who is the influencer?

The third thing you should know is who influences the person who pays for your products. A good example to help you understand this: in a family, the man could be the one who pays for a new house but the house he ends up paying for could be subject to the approval of his wife. In other cases, the kids and their comfort could be an important consideration too.

Given the example above, if you are the real estate developer, you need the man to pay for the house but you need to appeal more to the woman or the children so they can give their approval.

When you put these 3 things together you will see that you need to understand your product, who will pay for it and who will make that person pay for it. These 3 key points will help you tailor your marketing campaigns for better engagement and more sales which is the whole point, right?

You have more to gain and nothing to lose when you take time to define and understand your target audience. So, what are you waiting for?

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