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Jackson - Hitting the Target : Finding, Developing, And Tapping Into Your Target Audience

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Book:
Hitting the Target : Finding, Developing, And Tapping Into Your Target Audience
Author:
Jackson / Samuel
Publisher:
BookBaby
Genre:
Books / Home and family
Year:
2016
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Hitting the Target : Finding, Developing, And Tapping Into Your Target Audience: summary, description and annotation

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Hitting the Target is a marketing guide aimed at beginners. Regardless of whether you are a new blogger or small business, you need to know how to find, develop, and tap into your target audience. Hitting the Target will show you how do just that. Hitting the Target will give you the knowledge you need to: Develop a customer profile Find and research your target audience Create a buyer persona Engage with your target audience throughout the web Create the content that resonates best with your target audience Promote your content or product/service With all of that extra knowledge at your disposal, youll be able to tap into your target audience in no time. Read more...
Abstract: Hitting the Target is a marketing guide aimed at beginners. Regardless of whether you are a new blogger or small business, you need to know how to find, develop, and tap into your target audience. Hitting the Target will show you how do just that. Hitting the Target will give you the knowledge you need to: Develop a customer profile Find and research your target audience Create a buyer persona Engage with your target audience throughout the web Create the content that resonates best with your target audience Promote your content or product/service With all of that extra knowledge at your disposal, youll be able to tap into your target audience in no time

Jackson: author's other books

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ISBN 978-1-483-56467-8

Table of Contents

Imagine youre a brand new snow boots company: Tough boots for hiking, boots for below-zero temperatures, fashionable boots for big-city commuting. How should you plan your marketing? Who are you selling to? How do you get started? You may not able to answer those questions right this second, but thats OK, help is on the way.

If youre just starting out, marketing might be the last thing on your mind, but it could make all the difference for the future success of your business.

In this beginners guide, well focus on how to research and discover the target audience for your unique business, blog, or ecommerce site and then how to apply that research to your marketing and content creation.

1. Target Audience Development

So back to your new boot company. Who is your customer? Your first reaction might be anyone. Why cut off any potential customers? The truth is, its impossible to market to anyone and everyone. Trying to do so will just waste time and money an especially bad thing for a growing business. Its much more effective instead to develop an idea of your perfect customer who will be a representation of your target audience.

In this section, well walk through how to research and build a customer profile.

Why Develop a Customer Profile

Just as developing a great product or service is an important part of a new or growing business, so is identifying a target audience. These are the people who will be buying your product and ensuring the future of your business. These are the people youll want to cater to in each piece of your business from signage to customer service.

Its impossible to appeal to everyone. Thinking about a target audience is a smart way to put your marketing dollars where your potential customers are. If you know who youre communicating with and targeting to, it makes it easier to come up with product and message that resonates with them.

If you try to give everyone the same message, youll be wasting energy because, odds are, your message wont apply to many or most of them. Make smarter investments by reaching an audience who is much more likely to latch on to your message and become your customer.

Once youve got a clear picture of who these people are, you can start to design a marketing plan that speaks to them. Everyone should start out with at least one customer profile, but some companies grow to have a select handful of profiles to use. The same company might develop three different campaigns to hit three different target audiences. If youre just starting out and your time and money is limited, start with just one perfect customer profile, and build from there.

2. Know Your Companys Role

Its time to look inward. Before you can explore what target audience to focus on, its time to focus on your business.

Determine what your business does for others

This might seem obvious, but you need to have a clear picture of the answer. By thinking about this question, youll know what need your product or service fulfills the first step in knowing your audience. If youre a snow boot seller, the need you fulfill is keeping peoples feet warm and dry in wintry weather.

Put yourself in the position of the person who would need and purchase those boots. Really know what their problem is, and how your company fulfills it.

Determine the values and personality of your business

Even if youre just starting out, you probably have some idea of your business personality and values. If youre not sure, think about other businesses that you frequent. They all have personality and values that are clearly identified and on display for the public. IKEA is for the stylish do-it-yourselfer on a budget. Jeep SUVs are for the adventurous traveler. Whole Foods is for the eco-conscious healthy eater. And so on.

Sometimes those values are determined before a business ever has its first customer. Sometimes those values are determined after research and feedback from current customers. And sometimes values will develop as an audience and business grows. Think of these ideas loosely, as they may change as we delve deeper into discovering your target audience.

Ask Yourself These Basic Questions

Before you get started on any researching, first ask yourself these questions to prepare for the task of finding this target audience.

Who would pay for my business product or service?

Try to understand the problem your business solves for people. The potential customer needs to have this problem, and they need to know they have it. You can use Google AdWords to search for keywords related to your business to get a feel for whether people have this problem and are searching for a solution that aligns with your business. Strive to match problem to business.

How does my network react to my business?

If you dont know where to start when thinking about your target market, forget costly focus groups and start with the people you know. Ask questions of your friends and neighbors. Ask questions on social media and online forums. People love sharing their opinions, so you can count on at least a few responses. This is a great way to get free feedback before you start any marketing.

Are you using yourself as the target audience?

You probably love what youre selling its the perfect fit for your life. But dont assume this feeling extends to your target audience. You are probably not your target audience. Thats why its so important to get out there and ask questions.

Who will gain the most from my business?

Think about what types of people have the most troublesome problems that your business solves. What will these people lose by not dealing with these problems? If you can show people that what they stand to lose is greater than the cost of just dealing with these problems, you will have a much more compelling business. (Hikers want to have a good hike and without your boots thats just impossible!)

What are you good at?

Ask yourself whether you have a defined area of expertise or unsurpassed knowledge about your city. Does that skill match a certain target audience out there? If youre really knowledgeable about what type of snow boots work best for Canadian climates, then you have a big clue about where your target audience lives.

How will I make money?

Its easier to determine your target customer if you have some idea of how much your business or service costs, and how youll make money (online, store, consulting, etc.). For example, if youre an online-only store, your audience may skew younger. If youre opening a shop, youre limited by location and the number of people living in that area. If you have some idea of the structure of your business, itll be easier to think about how your business structure can inform your target audience development.

What are my competitors doing?

Dont assume that your competitors are going after exactly the same target audience as you, even if they have a similar product. Check out your competitions marketing strategy and take note of the feeling of their messaging. Is it spunky? Trustworthy? Is there a way you can take a unique approach by gearing your marketing in a different direction? If you sell a similar product or service, youll need to differentiate yourself to make an impact in the market.

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