For your marketing efforts to yield good outcome, you need to identify and focus your message on the people who need your products or services.
Knowing who your customers are will help you spend resources in an efficient way because you are talking to the right people and showing them why they should patronise you. Unlike if you are marketing to a neutral audience, you will first have to spend lots of time and money trying to show them why they need your services, which they might not even need.
To escape this rigmarole, it is important that you identify your target audience and focus your marketing efforts on them. This post will show you three simple ways to identify your target audience.
1. By asking
This is the simplest method you can use to know if someone will patronise you or not. Ask the people around you if they would use your products/services. Ask directly without mincing words, it is as simple as saying “Jane, would you buy from me if I bring some pair of brogues for sale?” Pose this question to as many people as you can and note down their response rate.
The best audience for this question is your friends, colleagues and family. Bear in mind not to ask people randomly. If your product is gender specific, ask females directly. And ask males if they would patronise you as a gift for their female partner, friend or family.
If you know your target audience you can then tailor your services to meet their exact needs. Going back to the question above, you may ask further: ” Which colour of brogue would you like? ” With these questions, you will know your buyers’ preferences and order for the items that would sell.
Asking the people around you if they would buy from you can also help you be efficient with marketing resources as you now know where to focus your strategies.
2. Use social media
Monitor the activities of your followers activities on social media.
- What are they liking?
- What questions are they asking?
- Which similar accounts are they also following?
If you monitor your followers trends, you will be able to select which of them are likely to buy from you. To attract these followers to your business, create values they will benefit them, such as sharing helpful contents that answer their questions and also teach them new methods.
3. Create a buyer persona
A buyer persona is the closest description of the individual or business you have designed your product or service for. Creating a buyer persona will help market to the right people. Below is the checklist that will help you create a persona:
Where is the locality of your target audience? As poor as we are in power generation, your solar system or generator set is not bound to sell in all parts of Nigeria. So do not assume that your buyers are everywhere. Take note of the place(s) where your buyers are likely concentrated for a better marketing result.
Are you producing for female or male? This aspect can be tricky at times because anyone can patronise you. But bear in mind that if your product is targeted at females and a male buys from you, he is probably buying the item for his female counterpart, like if a lady patronised you for a male item. So define whom you are producing for as they are ultimately the end user of your product or service regardless of who patronised you.
Your offer may be suitable for middle aged people than young people. You should know the age bracket of your ideal customers so that you will market to them on appropriate platforms.
See HubSpot for a detailed article on buyer persona.
Once you have identified your target customer, draw up a strategy that includes the various channel where you can reach them, and content that would attract them to your business. You should also modify your strategy from time to time to measure up with the dynamic business environment.