We hear a lot about knowing your target market, but who is your target market really?
Who are these people?
Where do you find them and how do you get their attention?
More importantly, how do you persuade them to buy from you?
You can’t effectively sell to someone you don’t know. So who is your target market, where do you find them and how do you get them to buy from you?
Your target market is a specific group of people with individual likes, frustrations, goals, interests and views. Your job to find out what those things are so you can relate to those individuals in a way they’ll identify with.
Knowing these things is significant to getting your market to buy from you. It’s also essential to your content marketing strategy and the ability to persuade.
So what do you need to know about your market that will improve sales?
What Makes Your Ideal Target Market Tick?
You can never know too much about your target market.
I love the example of the home school mom. Who is she?
She’s someone that values education. The safety of her children is important.
She’s certainly busy with kids to care for and teach with a home to manage as well. She’s most likely on a budget. She loves organization and convenience.
These are the kinds of things you need to examine about your target market.
Know what motivates them, what makes them tick, what they love, hate and enjoy. What tools would help them? What do they need to save time, money and effort?
When you know these things you’ll know how to tailor what you offer to what they need.
Why Would Someone Want what You Are Offering?
It’s the benefits!
Whether you are someone that motivates, has a great service, offers products or has awesome information. It’s the benefits that keep your readers and customers coming back for more.
So what benefits does your market look for? What benefits do they appreciate?
Always keep your focus on what benefits your market, not what benefits you.
Keep in mind that your potential customer doesn’t just want to know the features; they want to know how the features produce a benefit. Make it obviously clear.
Here are a few generic examples:
» Example 1. An anti acne cream makes pimple disappear and the benefit is more self-esteem.
» Example 2. A one cup coffee maker makes one cup of coffee. The benefit is a faster cup of coffee and always a fresh taste.
» Example 3. A whitening toothpaste offers stain fighting ingredients. The benefit is a whiter more attractive smile every day.
Carefully look at what you offer. This isn’t such an easy question. Most marketers are just happy to have customers and enjoy serving them. But you really do need to know why they come back or don’t come back so you can continue to serve them better and attract even more customers.
Segment Your Market
Dividing your market up into segments helps you know where your market is, exactly who they are and what they are feeling.
Here’s a closer look at the different segments and what they mean:
- Geographic Segmentation
This segment is about determining the geography or physical location of your market.
For example your market’s country, region, state, city or neighborhood. Marketing on the internet is much less limiting when it comes to geographic location; but if you sell locally you may have a much smaller, limited market.
- Demographic Segmentation
A market’s demographics include things like age, income, gender, education, marital status, occupation and race.
Here’s an example of a customer profile after close examination of the customer demographics:
An upscale handbag company targets women executives between the ages of 30 and 55, with an average household income of greater than $80,000, who look for light weight travel bags for business travel.
That’s pretty darn specific. This demographic covers gender, age income and occupation.
The more focused your demographic, the easier it is to find your market and tailor your marketing strategies to those specific individuals.
Your market may be smaller but it’s much more targeted and that’s key to making the most sales.
Psychographics considers behaviors, lifestyles, attitudes and values.
You can find out a lot about people’s interests, hobbies, how they behave and what they value using Psychographics.
It’s also helps you determine if your products or services are appealing enough that people will pay for.
Here’s where it gets fun.
You can develop a powerful strategy for helping your market make the buying decision by combining psychographics with the power of emotion.
For example, most buying decisions are triggered by emotion. Here’s an example:
“I may not need that 70″ wide screen HDTV, but I sure do want one!“
Can you see the emotion there?
If you can appeal to your audience’s emotion you can make the sale.
Timing is important too.
In our above example a great time to promote a wide screen TV would be just before big TV watching events such as Super Bowl, Olympics, etc. This is when people host parties at home so you can appeal to their ego for wanting to be a ‘super host’.
See how that works?
Knowing what interests your target market and what triggers their emotions helps you know exactly how to market to them.
Where does emotional buying occur?
Here are 5 of the most common things that trigger emotional buying:
- Look better – Vanity/Beauty
- Hobbies/Recreation – Hobbies, Sports, Relaxation and Fun.
- Health – Fighting disease, Living Better, Longer, and with less pain and discomfort.
- Money - Have more money, making more money and saving money.
- Love – Find love, nurturing love, showing affection and support (i.e., the popularity of dating sites)
Try connecting your products/services with emotions associated above. For example if you have a skin care site appeal to your markets desire to look better and be more beautiful.
Target Market Clues For What Kinds of Content to Create
Writing great content that triggers sales requires being well tuned into your market.
It’s a lot about knowing the things that interest them and gets their attention.
- What goals does your market have?
- What are their dreams and ambitions?
- What tools would they love to have to make their lives easier?
- What problems do they have?
What keeps your market from spending money with you?
There are generally 4 things that keep people from spending money with you.
Your product/Service might be:
1. Too expensive. If your product has a higher price tag than average, emphasize the benefits your market is sensitive to. Emphasize how it will help them achieve their goals. And finally emphasize how you can help them save money in the end.
2. Too cheap. A product priced below the average could indicate poor quality. Here it’s important to emphasize ‘value’.
3. Not convinced it will help them or do what they want. Your marketing content must be clear about what your product/service does and also convince them it’s what they need.
4. Not convinced your product/service is the best available. People love to shop and the internet makes that easy, so know be enthusiastic about your product and get your potential customers excited too.
Ways to get to Know Your Target Market
Start by finding your market where they are at. If you’re an online marketer find your market in forum hangouts, on social sites or blogs related to your niche.
Once you find these areas, interact as much as possible. Ask and answer questions. Make comments the encourage people to think. Be free with sharing information and ideas.
Zone in on your target market even further by getting as clear a picture as you can of who they are. How old they are. Are they men or women or both? Are they single or married? Moms or Dads and do they have kids? Are they professionals or stay at home moms. What are their morals, values, behaviors, life goals, likes, dislikes, frustrations.
Many of these things may not be so obvious and will require a bit more research but just spending a day or two at it will help you better understand them. To find out more about your target market try also using free survey sites like surveymonkey.com or freeonlinesurveys.com.
You’d be surprised what you can find out about people just by asking. People love to share
Your most important goal is to reach the individuals who have the most potential to buy what you have to offer and that comes by identifying and knowing your target market and relating to them where they are now.
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