The more clearly you have defined your target market, the more effective your marketing is going to be. When you can talk directly to your target clients and customers, your message is more likely to resonate.
I’ve worked with clients in the past who had a very poorly defined market. They were basically offering their products and services to anyone under the sun, and as a result, they had a very generic message and no targeted marketing strategy. When I helped them narrow their target and clearly define their nice, they were able to create a better message and figure out the right channels to deliver that message. This makes all the difference!
What about you – have you clearly defined your target market? Below are a few questions to help you think it though.
Define your audience demographics.
Who are you targeting, demographically?
- What physical locations are you targeting? Your town? Your zip code? Your state? Your country?
- Which gender are you targeting, or does it not matter?
- What is the age range of your target audience?
- What is the income range you’re targeting?
- What is the education level of your target customers?
Keep going with this process. Are there other key demographic indicators that help you find your target audience?
Second, define your audience mindset and mentality.
These are known as “psychographics” and can be very powerful.
- Do your target customers skew liberal, conservative, moderate, or does it not matter?
- What cultural values do they share? (For example, love of the outdoors, strong support for children with special needs, etc.)
- What TV shows, newspapers, podcasts, and other media do they pay attention to?
- What are their religious values?
- What are their lifestyle priorities? (For example, travel, earning money, time with family, nice cars, etc)
If you’re selling business-to-business, consider the following in addition.
- What industry are you targeting?
- What is the revenue range you’re targeting?
- How many employees does your target client have?
- What specific challenges or opportunities are your target clients facing?
The more clearly you define your target market, the more you can target your messaging and identify the best possible marketing channels to reach them through.
Have you defined your target market?