Are you in the process of establishing a business? Perhaps you already have one opened but are not receiving the attention you expected. What is your target market and have you been able to direct your sales efforts towards them? If you are struggling, here are some guidelines to help you get started.
For those who have already opened the doors, take an unbiased look at who has walked in them. Even if your company operates entirely online, you can glean some data from the web.
Take an honest assessment of your current inventory and offerings. Who is interested in these things and are you exposed to them? For instance, if your products are environmentally friendly and you live in a city with little regard to the planet, you are unlikely to find a wide customer base in your community. You might need to change your location or offerings in order to grow a thriving business.
Before you dig too much deeper into figuring out what is your target market, you should take a look at your competitors. Who are they targeting and how successful does it appear their efforts are? While you might have a similar customer base, carve out a niche for yourself that they are overlooking if possible.
There are several different ways that you are going to need to define your intended audience. Some of them will weigh more heavily than others, but none should be overlooked entirely. You can divide these characteristics into two different categories: psychographics and demographics.
Demographics is the term you are most likely familiar with because it is included in many forms you have to fill out. This data can provide you with significant insight into your target audience and how to connect best with them. This includes, but is not limited to, the following:
- Ethnic Background
- Highest Grade Level Completed
This somewhat generic bit of data can help you to begin defining your audience, but it leaves much to be desired. This is why psychographics are an essential part of identifying your target audience.
For instance, the personality and general attitudes of the people will impact how they will perceive your site and messages. What type of values do these people have? If you are running a page for animal rights, you probably don’t want to waste your marketing dollars by inadvertently targeting hunters! Know what values your audience should have to prevent that from occurring.
Do you know the hobbies and lifestyle interest of this group? If not, investigate further to make sure you are on the same page when targeting them. Choose topics, behaviors and communication styles that will reach them and speak as though it were a personal communique.
Evaluate and refine as needed, remembering that you might have two or more distinct audiences that should be addressed. Your internet marketing team can help you define and connect with your target to boost your business success!