Stop Marketing To EVERYONE – Define Your Target Market

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I have been speaking to a few of my newer clients and they all seem to have one thing in common.  Every one of them claims their target market as “anyone interested in my services.” Some may say they target small business owners, homeowners or stay-at-home moms. All of these targets are too general.


Targeting a specific market does not mean that you have to exclude people that do not fit your criteria from buying from you. Rather, target marketing allows you to focus your marketing dollars and brand message on a specific market that is more likely to buy from you than other markets. This is a much more affordable, efficient and effective way to reach potential clients and generate business.

For example, an vintage clothing company could choose to market to females between the ages of 17-35 with household incomes of $100,000+. To define the market even further, the company could choose to target only those interested in vintage clothing modeled after classic celebrities (Marilyn Monroe, Jackie O).

With a clearly defined target audience, it is much easier to determine where and how to market your company.  The following is how I would select my target audience.

1. Look at your current customer base

Who are your current customers, and why do they buy from you? Look for common characteristics and interests. Which ones bring in the most business? It is very likely that other people like them could also benefit from your product/service.

2. Check out your competition

Who are your competitors targeting? Who are their current customers? How are they catering to those customers and how could YOU do it better..or differently.

3. Analyze your product/service

Write out a list of each feature of your product or service. Next to each feature, list the benefits they provide (and the benefits of those benefits). For example, a fashion designer offers unique and high quality design services. The resulting benefit for the customer is a cultural image that defines who that person is.

Once you have your benefits listed, make a list of people who have a need that your benefit fulfills. For example, a fashion designer could choose to target customers wanting to look like their favorite celebrity. While this is still too general, you now have a base to start from.

4. Choose specific demographics to target

Figure out not only who has a need for your product or service, but also who is most likely to buy it. Think about the following factors:

  • Age
  • Location
  • Gender
  • Income level
  • Education level
  • Marital or family status
  • Occupation
  • Ethnic background

5. Consider the psychographics of your target

Psychographics are more personal characteristics of a person including:

  • Personality
  • Attitudes
  • Values
  • Interests/hobbies
  • Lifestyles
  • Behavior

Determine how your product or service will fit into your target’s lifestyle. How and when will they use the product? What features are most appealing to them? What media do they turn to for information?  Do they read the newspaper, search online or attend particular events?

6. Evaluate your decision

Once you’ve decided on a target market, be sure to consider these questions:

  • Are there enough people that fit my criteria?
  • Will my target really benefit from my product/service? Will they see a need for it?
  • Do I understand what drives my target to make decisions?
  • Can they afford my product/service?
  • Can I reach them with my message? Are they easily accessible?

 

Don’t break your target down too far! Remember, you can have more than one niche market. Consider if your marketing message should be different for each niche market. If you can reach both niches effectively with the same message, then maybe you have broken down your market too far. Also, if you find that there are only 50 people that fit all of your criteria, maybe you should reevaluate your target. The trick is to find that perfect balance.

Finding this information is extremely simple.  Try searching online for research others have done on your target. Search for magazine articles and blogs that talk about your target market or that talk to your target market. Search for blogs and forums where people in your target market communicate their opinions. Look for survey results, or consider conducting a survey of your own. Ask your current customers for feedback.

Conclusion

Defining your target market is the hard part. Once you know who you are targeting, it is much easier to figure out which media you can use to reach them and what marketing messages will resonate with them.

Please share your thoughts! What challenges do you face when trying to find the perfect target? How have you gone about researching your target? What companies do you think do a great job at targeting a niche market?

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