When asked to define your target audience, it can be tempting to just say “everybody” and hope for the best. You’re doing your business a disservice, however, if you don’t take the time to consider who is really the type of person looking to buy your product or service. If you can drill down and identify your perfect customer, you’ll be able to better target your marketing, social media and local networking.
Here are three tips to help you define your ideal customer:
Define Your Target Audience
This may seem obvious, but how well do you know your ideal customer? If a random employee were asked what your target audience is, would they know the answer without hesitation? Your target audience includes what you would consider your “ideal client”. It is the type of person your business is the most prepared and equipped to help.
It is important to realize, as a company, that you will not attract everyone, and that’s ok. In fact, that’s how it should be! If you’re catering to every single person, then your base is most likely too broad and you probably aren’t making a significant impact. Reflect on your mission and vision and identify your target population based on what makes sense. Do you own a deli next door to a bike rental company? Your ideal customer may very likely be the people renting bikes for the day. Put together a picnic lunch package and make sure they see it as they walk by.
Go Where Your Target Audience Is
Once you’ve identified who your target population is, go where they are! Think about their daily habits and what they do for fun, and then infiltrate the places they typically go. Give yourself permission to think narrowly and specifically when it comes to reaching your target population, because that is what will stand out the most to them.
If your target population is children who play sports, network with individuals who run summer sports camps or with P.E. teachers at local schools. Get creative in reaching your target population in a way that makes sense for their lifestyle.
Make Sure Your Marketing Is Relevant
Now that you’ve created a plan for getting to know your ideal customer better, make sure the tools you are using to reach them are specific and relevant as well. Think about the items these individuals use on a regular basis and build your marketing strategy around those things.
For example, if you your target customers are college students, don’t market or advertise in the newspaper; they will never read it! Instead, reach them via social media. If your target customers are young urban professionals, build your marketing approach around a fashion item that is currently trending. Whatever the example may be, the point it to think about what will be useful and meaningful to your target population and incorporate that into your marketing strategy. It doesn’t have to be complicated but it does have to be relevant.
Have you had luck connecting with your ideal client in an unusual way? We’d love to hear about it! Comment and let us know what worked for you. Do you have a business in White Rock? Contact us today to find out what other tips and resources we can offer to help you grow your reach and increase sales.