Are You Marketing to the Right Audience?
Your business exists to solve your customers' problems or to create specific outcomes and benefits for them. If you can help your customers solve problems, eliminate frustrations, and get unstuck, your business is guaranteed to grow.
So how do you know if you're marketing to the right people?
The Foundation of All Good Marketing is a Customer Avatar
Everything revolves around your customer avatar. A customer avatar is a description of a single person who is the ideal target for your marketing. You can also think of your avatar as a buyer persona as you develop it. This is the person who your product or service is the perfect match for.
Try creating a customer empathy map. What does your customer say, think, or feel? An empathy map is a great tool that will help you understand your customer. Think about your customer journey and the experience they have when working with you and your team.
Even if you've already identified your ideal client, remember that it's a work in progress. Business changes, market conditions change, and customer buying habits change. Periodically look at data and update your avatar to make sure you're still marketing to the right people in the right way.
Once you have a solid idea of who your customer is, ask yourself, "Does my product or service help them to solve a specific problem or create value?" What does your customer care about? Some of the best products and services are those that save time, money, or work.
Customer Feedback Is Key
Another way to tell whether you're marketing to the right people is to seek customer feedback. Keep lines of communication with your audience open and interact with them wherever possible to gain an understanding of how they view your company and its services.
There are many methods for getting feedback from your customers. You can run surveys on social media, hold focus groups through webinars, interact in social media groups, and reach out to customers individually at key points in the buying cycle.
If you listen well to your audience, they'll tell you exactly whether your products and services are a good match for them.
Tips on Targeting Your Market
Segment Your Market. You might have different products or services for difference categories of audience members. It might help to create two or more customer avatars so that you can tailor your marketing messages accordingly.
Narrow It Down. You may find it difficult to communicate and build trust if your avatar is too broad. Don't be afraid to be specific. The more you can narrow each segment down to one individual, the more focused your marketing will be. Your customer can’t be everyone.
Try Different Channels. You may have the right market but you're using the wrong channels to reach them. Find out how your audience likes to discover new products and services and where they hang out online. Research and invest in marketing in these channels.
Your business can't be all things to all people, nor should it be. Instead, you should focus your energy on only those people who need your product or service.
Linda Hamilton | 07/27/2021