Marketing today is challenging. There are more competitors, more media possibilities and more marketing funds spent than ever. So, today’s marketing must be well-targeted. As Yogi Berra, famous baseball player, coach and humorous philosopher said, “If you aim for nothing, you’ll hit it every time.” More directly, you can’t market to everyone. “Everyone is not your customer,” said author Seth Godin. Rather, it takes a sharp focus on a defined target audience. Philip Kotler, marketing author and professor, said, “There is only one winning strategy. It is to carefully define the target market and direct a superior offering to that target market.”
What Is a Target Audience and Why Is Having One Important?
A target audience is simply the people that you want to reach and sell to. They are the ones that will be most receptive to your products or services and promotions. By focusing on these people, you will be allocating your marketing resources on the right efforts, maximizing marketing’s effectiveness and maximizing the ROI on your marketing spending.
Tips for Finding Your Target Audience
Define your target audience so you can focus:
Do a careful assessment of your business. What do you do best and why would potential customers be interested in you? Specifically, ask these questions:
- What is your core offering—the number one thing your customers love?
- Who benefits the most from what you offer?
- What are the primary issues or “pain points” that you solve for your customers?
- What makes your business unique?
Profile your current customer base (so you can find more like them,) using Facebook, Google Analytics and your own research: age, gender, location, education, interests, and lifestyle information.
- Look at profiles of your competition. Who are they targeting?
- Ask your internal team for their insights.
Seek Expert Marketing Assistance
Contact the marketing experts at Drive Digital Demand, based in Hopkinton, MA to help you win the hearts and minds of your current and potential customers. Our talented team will create a customized plan to take your marketing to the next level.