General ideas of who makes up your customer base aren’t enough in today’s market. The better you understand your target clients, the more you can focus your marketing strategy. Then, you can engage the audience most likely to use your products and services—and those that identify with your brand.
It’s relatively easy to produce all-purpose content for everyone. But If a business doesn’t identify its target customers, it can result in wasted money and poor customer experiences.
Here are some tips to help you identify your target clients:
Evaluate your product or service
To identify your target client, you need to understand what you do best—and why a customer would be interested in you. Determine what needs your product meets. Ask yourself what problems your product or service solves. And what makes your products unique. Think about who would benefit most from what you’re offering. For example, is your product relevant to a certain age group? Answering this narrows your audience immediately. And it allows you to market to a specific group. If you’re selling life insurance for seniors, you don’t want to market to college students. When evaluating what needs you meet, consider factors like:
- Location: urban/suburban/rural
- Gender identity
Gather website and social media data
Google analytics has a heap of data about your audience. It reveals demographics about your site’s visitors: age group, gender, what sites they came from, how much time they spent on your page, and the keywords that led them to your site. You can also get information through social media accounts. Another tool, Facebook Insights, provides page owners with analytics. It allows you to determine the demographics of your most active users. Twitter analytics also helps users understand followers. Most platforms have analytics you can access—like Snapchat, YouTube, LinkedIn, and Instagram—to help collect data on your current followers.
Ask your current clients
Why do your current customers use your product or service? Surveys can be a great tool to keep a pulse on what your existing customers think. And from there, determine how you can better present your product or service. You can also find out what features might be missing from what you offer. Incorporate surveys and polls on your social media channels. Surveys in person, through email, and on your website, are also possibilities.
Check out your competition
Research your competitors’ websites, social media posts, and ads. Determine who their current customers are. Who else are they targeting? And, who are they overlooking that you could target? Searches on Google and social media can often unveil competitors that you may not be aware of. Check out their product descriptions and mission statements. Then think about what customers stand to gain from choosing you.
- Do you offer a feature that no one else does?
- What can you do better than others?
- What makes you stand out?
Create audience personas
Once you’ve gathered all this information, you can create detailed marketing personas. Break them down by:
- Job title
- Family life
Add as many details as you can. As you build your marketing strategy, keep these ideal customers in mind. Aim to create three to five personas. This number allows you to target more than one typical customer, yet it’s small enough to stay specific. Then, make sure everything you are doing fits with who you want to be targeting.
Pro tip: think of a brand they all relate to and use that brand when you sponsor posts.
Analyze your market carefully; a sharply defined target audience makes it easier to determine where and how to promote your company. Devoting time and resources to develop target clients will help maximize your marketing budget—and reach the clients most likely to use your product.