Are you looking for a way to take your quarterly sales to the next level? It's all about the marketing. You might have the best product or service in your industry, but if the right people don't know about it you won’t reach your business’s full potential. Here are some tips for identifying your target market and creating a message that compels them to trust you with their money.
1. Identify Your Buyer Personas
Small businesses run into trouble when mistaking who their target market is. For example, you might assume that women in their 30s would be your organic soap store's biggest market -- but what if men in their 30s are just as interested in your product? Take an honest look at who is actually buying your products and services.
Once you know who your strongest buyers are, create a detailed buyer persona. A buyer persona will include detailed demographic information and everything you know about the buyer's wants and needs. For instance, you might have two personas labeled "Jane" and "Bob." Jane is female, 35, married, and cares about organic soap because she wants to eliminate harsh chemicals. Bob is male, late 30s, single, and likes that organic soap smells and their artisan feel.
2. List of Your Buyers' Problems and Identify Fixes
Now that you have nailed down who your target market is, you need to figure out how your company's value will speak to them. Let's say you're a flower shop. What are the biggest complaints people in your area have about buying fresh flowers? Do custom arrangements take too long? Are the available species really limited in the winter? Now take a look at how you can fix these problems. Could you bring on another part-time worker and guarantee expedited arrangements during the week? Can you bring in rare flowers during winter months?
You can reveal customer pain points several ways: take an online survey, do market research, or pay attention to customer complaints on Yelp in your industry. Acknowledging your target markets' biggest pain points and offering a solution is a very powerful way to connect with your ideal customers.
3. Find Out Where Your Ideal Buyers Congregate
Where do "Jane" and "Bob" get their information? You don't want to spend a lot of cash on Facebook ads if your target market is more likely to be reading the local newsletter. Don't assume that the next big fad is the right fit for your marketing! Find out where people in your target demographic congregate online or in real life and target your efforts there. One way to track your target market online is to look at the traffic for your website and see how most people find you.
4. Create a Detailed Communication Plan
With your buyer persona in hand, a list of solutions to your customers' big problems, and an idea of where you can find your target market, you're ready to deploy some marketing. Be careful with your messaging and curate a thoughtful tone of voice. If you have a young target market, your tone of voice should be funny and possibly irreverent. Is your target market older and educated? You may want to leverage data and research studies that show why your type of product is superior. Put in writing a marketing plan for each persona that includes the dos and dont’s of how to talk to them.
Finding your target market often involves trial and error. Don't give up if it takes a while to find your groove. When your hard work pays off, it will all be worth it!