In this article, we will guide you to the right step by step to target, find, reach and get the right audience / customers for your business that Works.
Let's face it,
One of the biggest challenges marketers face is getting word out to the people who are most likely to become our customers.
At first, your potential customers are anybody who could use your business.
So if you’re a mechanic, it’s anyone who needs this service, or if you’re opening a convenience store it’s anyone who shops with you.
However, the. key point is:
HOW TO SEGMENT THE RIGHT GROUP OF PEOPLE YOU WANT TO OFFER YOUR SERVICE.
In another word, whose problem are you trying to solve?
Here is the 6 steps to follow
Step #1: Segment your market
Market segmentation is the process of dividing a target market into smaller, more defined categories.
It segments customers and audiences into groups that share similar characteristics such as demographics, interests, needs, or location.
In another word, Identify Your Primary Customer
You can segment your market in the following ways. Please remember:
Your most important customers are not those that generate the most revenue but those that can unlock the most value in your business. HBR.
You can look at the makeup of the population in your target area by studying the demographics. You can cut your cake by:
You can look at the geography of the area. You can cut your cake by:
Density of population – it the area urban, suburban or rural?
Climate – what’s the weather like in summer or winter?
Terrain – is the area hilly or flat? If your area is rural and hilly, customers may be more likely to drive to you on a night so car parking would be essential at your location.
You can look at the different type of customers you may target based on their:
4º Consider the psychographics of your target.
Psychographics are the more personal characteristics of a person, including:
Once you’ve broken your market down into segments you’ll need to decide whether you concentrate on one specific segment or whether you target several.
Step #2: Focusing on your target audience’s needs
Effective advertising begins with listening to your audience.
Whether your target audience is comprised of executive chefs, doctors or office workers, your advertisements need to speak to them and their needs.
Clients don’t really care about your company’s departmental structure, its long and storied history, or that mission statement you spent weeks hashing out in the conference room.
They want to know what you can do for them and how you can make their lives better and simpler.
Step #3: Check out your competition
Who are your competitors targeting? Who are their current customers?
Don't go after the same market.
You may find a niche market that they are overlooking.
Or you may try to resolve a problem the the service they offer, among other consideration.
Step #4: Analyze your product and / or service
Write out a list of each feature of your product or service. Next to each feature, list the benefits it provides (and the benefits of those benefits).
For example, a graphic designer offers high-quality design services. The benefit is a professional company image.
A professional image will attract more customers because they see the company as professional and trustworthy.
So ultimately, the benefit of high-quality design is gaining more customers and making more money.
Once you have your benefits listed, make a list of people who have a need that your benefit fulfills.
For example, a graphic designer could choose to target businesses interested in increasing their client base. While this is still too general, you now have a base to start from.
Step #5: Create a strong marketing messages
When you know whom you’re talking to, you can develop stronger marketing messages. You can avoid generic, vague language that speaks to a broad audience.
Instead, you can use direct messaging that speaks to the needs, wants, and unique characteristics of your target audience.
Step #6: Find the right channel
So you know who your target audience is, but how do you reach them? When you know the audience you are targeting, you can determine the best solutions and methods for reaching them.
It’s very important to use demographic research to understand when and where your audience is consuming media.
This helps control your cost and reduce wasteful spending, since your advertisements will only appear where your audience will see them.
Different target markets require different marketing. A great example is looking at the different ways marketers sell men and women bathroom products.
What you have 6 steps-by-steps to properly identify, segment and define you customer, it it time to take action.
Now the question is made to you:
Did these described steps fullfilled your expectation?