As much as you may want to believe it, your business is not for everyone. Instead, everything your business creates and puts out into the world should have a very specific audience in mind.
Having a clearly defined audience is essential to your business for many reasons. Without understanding your audience, you will have little direction when it comes to marketing your brand or providing products and services that your customers will want. You need to understand who you’re targeting in order to provide the best product to the people who want it or need it most.
Here are a few key steps to defining and understanding your target market.
Knowing Your Target Market
Who is your ideal customer? Who will benefit from your product or service? What community are you serving?
These are just a few of the questions you’ll need to answer in order to define and understand your target market. Understanding your audience is a crucial part of owning a business. Without this knowledge you could be creating and marketing products that won’t appeal to your ideal customer.
Creating Buyer Personas
Now that you understand your target market, it’s time to get into the details of your customer demographics. Who exactly is your customer? Use demographics like age, gender, marital status and job to narrow down your buyer persona.
It may seem too specific at first. You may even feel like you’re eliminating a large group of people, but that’s not exactly the case. Creating a buyer persona down to the exact demographics allows you to specifically target your customer through marketing tactics.
This doesn’t necessarily mean that people outside of your buyer persona won’t buy your product. It just means that those who fit the buyer persona are the most likely to buy your product and you can better appeal to them when you understand their lifestyle and interests.
You should also take a look at who’s currently buying your product. This can give you greater insight into who your audience is and can help you understand how to target more people like them. Figure out what they have in common — interests, demographics, behaviors — and use that data to grow your current customer base.
Understanding Your Buyer Personas
Once you have a couple of your buyer persona defined, you can then refer to this whenever you’re launching new products, brainstorming new ideas, or creating a marketing campaign. Your buyer persona will be a guiding light.
Understanding who your buyer is can help you figure out the products they will need or benefit from the most. This can save your business a ton of time when it comes to researching and developing new products or services.
Once you know exactly who your customer is, you can create products that they love, market new ideas that will appeal to them, and ultimately grow your business with loyal and supportive followers for years to come.