How To Identify Your Target Audience
Attracting customers is critical to the success of any small business. To achieve this goal, you can either cobble together a makeshift marketing plan and hope for the best, or you can take time to determine who is most likely to want or need what you are selling.
Identifying your target audience will enable you to:
- Assess just how much demand is out there for your product or service
- Modify that product or service to better meet customers’ specific needs
- Create a marketing campaign that “speaks to” the right people, using the tone and language, most likely to appeal to them
A good starting point in this process is first to consider these questions:
- Who are you currently selling to or servicing?
- Why do they buy your product or service?
- How do they benefit from your product or service?
Understanding the customer problems that you solve
The starting point in defining the target audience for your proposition is to understand the problems that you solve. Once you have a good idea what these are, you can start to work out who is most likely to suffer from these problems.
Paint a picture of your target customer
Start to list all the different types of customers that suffer from the problems you solve. Group them by location (for example, high-net-worth individuals tend to live in certain postcodes), and group them by market sector (are they manufacturers, recruitment agents, and so on).
Who would benefit most from what you have to offer?
Think about what that core offering is, and who you see finding the most value in it. For example:
If you help businesses operate more efficiently in whatever space you’re focused on, you might be looking at fast-paced start-ups that want to stay as efficient as possible to best use their resources.
Focus on niche markets
Today we live in the world of niche.
The internet is fantastic at delivering personalised products and services, thus cutting out many of the distribution challenges that previously existed.
It is these factors that mean it is a more effective strategy to be a big fish in a small pond rather than the other way around. It will be easier to build your reputation and gain referrals, and you will also find you get more from your marketing endeavours.
Targeting a B2B Audience
In B2C markets, the purchase decision-making process is fairly simple where typically, you will only have one person (your customer) who decides on whether they want to buy what you are selling.
B2B is more complex.
Major purchases need to be considered by teams. Instead of just digging into what your ideal, individual customer is looking for, you need to expand here.
What is it that the business as a whole requires?
While the decision will still be made by individuals, it won’t just be their specific needs that matter.
Creating Marketing Personas
“A marketing persona is a composite sketch of a key segment of your audience. For content marketing purposes, you need personas to help you deliver content that will be most relevant and useful to your target audience.” – source – Ardath Albee
B2B marketing personas can be complex
There are typically more stages involved in the B2B purchasing process, than in B2C. Because of this, you cannot just rely on marketing to your one, super -targeted persona, then call it a day. These B2B purchasing decisions tend to go a lot deeper and focus on what the business needs more so than the people involved.
Since they are focused on the bigger picture, you need to be also. Rather than identifying the unique needs of one individual, you will need to identify the unique needs of multiple people along the purchase decision making line.
During my next blog article, I will delve into how to create a B2B Marketing Persona.
In the meantime, I hope you have found this article helpful and look forward to future collaborations with small business owners who need some assistance or guidance in this area.
KG Marketing works with small businesses from a variety of industry sectors and manages their content and general marketing, over a variety of platforms.
We offer flexible and tailored packages to suit all budgets.
To find out more, contact us at [email protected] or phone 07753 425412 for more information.