All businesses have a target audience they want to reach, that much is obvious, but why it’s so important as well as how to define your target consumer, may be less so.
Whether you’re offering a product or service, as a business owner, you’re going to want to make the most out of your target market.
It’s all very well having customers but if you’re looking to take further steps towards scaling your business, understanding the importance of your target audience is integral. And getting your teams to understand it is the icing on the cake.
Are your processes in need of an overhaul?
A slick system in the back speaks volumes to customer, without them knowing it! Especially if the right customers are in that system. Think about your website. We all know that landing on an unprofessional site that is hard to navigate and doesn’t offer a CLEAR and EASY to follow journey is off-putting, to say the least! If customers have to click too many times, well they just won’t do it.
A CRM that works with every aspect of your business is the best way to ensure your processes are streamlined and your customer journey is smooth and standardized.
Sadly, a lot of small businesses make the process of customer care too clunky and too complicated. Many just use a website that tells people about their product or service, completely ignoring the fact that they need to drive the right people towards it and once there, give them the info they need in order to buy from you. Couple that with a frustrating customer journey or aftersales experience and it’s unlikely they’ll come back for more.
Like it or not, we live in the digital age and your website is going to be the first port of call for many potential customers. It is imperative that your website is aimed at your target audience and that they can easily connect with you. If it’s easy for them to connect with you it’s also easier for your team to engage and know where prospects are within the customer journey. Of course, this is where the importance of a solid CRM comes in again, enabling you to maintain engagement and contact with your valuable prospects and clients.
Are you focussing your marketing efforts in the right area?
We have spoken before about the impact on your team’s motivation if they have a simple clean process. It is great for your team’s morale if they understand the target market, how to reach them and what to say to them as well as being well informed on the customer’s historic communication and purchases with you. Giving them the necessary tools to do their job is paramount when building a confident and knowledgeable team and this reinforces the customer’s trust and belief in your brand.
With Jarvis CRM your team are all on the same page. Jarvis CRM allows you to build a picture of your customer base which when analysed will help you direct your marketing to the appropriate and relevant people, an absolute must for a winning sales funnel.
Good marketing and an intuitive CRM should be considered a business investment, and when utilized properly, it will yield the desired results for your organization.
Who is my audience?
In short, your audience is anyone that has come into contact with or simply heard about your service or product. This group aren’t necessarily all going to be your target consumers but it’s a starting point.
What is my target audience?
Think of your target audience as your ideal customer. They want that which you are providing and they’re happy, if not eager to pay for it.
Why is identifying a target audience so important?
Not everyone needs or wants what you’re selling. Trying to convert these people into customers is quite simply, counter intuitive. On the flip side, there will be a huge number of people that do need or want what you’re selling, and these are the people you need to get your product or service in front of. Your ideal customers.
Once you really know and understand your target market, you can focus your efforts on communicating effectively with them through marketing and your website. Identifying your target consumer is an integral part of building your marketing strategy, generating leads and converting sales.
Why is it important to understand my target audience?
The beauty of understanding your key audience is that once you do, your marketing strategy has focus. You can hone your message and convey it in a way that will resonate with those most likely to want or need your product or service.
This will make your audience feel understood and cared about, and who doesn’t like to feel cared about? When you’re offering your product or service to this focused group, you’re no longer selling. You’re helping.
What happens if I don’t know my target audience?
You can’t be all things to all people.
A lot of businesses make the mistake of trying to market to everyone and in doing so, they can alienate their true potential leads.
If you don’t understand your target audience, you run the risk of diluting your message and losing focus on what your current and ideal consumers expect and want from you. This will result in a loss of interest from those who are most likely to want your product or service.
It is true, of course, that you may have a variety of target audiences, those people or businesses who will need or want your products but for different reasons. Once you have identified and understood these differences, you will capture more attention from your likely customers as their needs are going to be at the forefront of what you do.
How do I define my target audience?
Start by looking at your current customers.
Who are the people buying from you right now? What do they have in common? This could be as simple as budget, location, age, gender, field of business. Once you have a broad view, begin to narrow it down by finding the common threads. Is there a particular demographic you can begin to identify?
Who is your perfect customer?
In an ideal world, what would your perfect customer be like? This should be your target audience. These are the people you want to work with.
Assuming you already have a customer base, it is likely you’ll have some people you prefer to deal with than others.
What makes these customers a joy while others are less so? Is it because they understand exactly what you’re offering and are happy with the service or product you’re providing? Is it because what they want is in alignment with what you’re giving? Is it because they are repeat customers?
If you can specify the type of customer you want, you can gear your efforts towards them, growing and cultivating a client base who want your product or service and you actually enjoy handling.
What problem does your product/service solve?
Who needs your product/service? What specific problem do these customers have that you’re solving for them? Why does your product/service exist?
Ask yourself, am I making it as easy as possible for my customers to say yes?
How do I really get to know my target customer?
Once you’ve defined your target audience, it’s a good idea to drill a little deeper and really get to know them.
What’s their word view? Are they people who want to be the first to purchase something new or are they the kind of people who want to wait to see results before committing? Are they the kind of people who want the most for their money or are they purchasing for convenience?
What do they like? What do they believe? What do they care about?
You need to understand why your customers want what you are offering and work on promoting that. It’s not the what, it’s the why.
It certainly doesn’t hurt to ask. Whatever your business, your customers will be talking about you somewhere, so the best thing to do is join in these conversations and lead them to where you want them to go.
- Understanding your target audience means clarity and focus in your marketing strategy.
- Targeting your marketing towards the right people will gain you the right customers.
- Having a slick process in place means once you have engaged these people, it is easier to sell to them, again and again.
- Identifying what problem your product/service solves makes it easier for your customers to say yes.
Read more on how to build a winning sales funnel here.
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