Understanding your target market is vital to successful marketing. Headline questions include who are your potential consumers, why would they purchase your product or service, and what can they gain by making this investment?
1. Understanding the problems your customers are encountering
Determining the problems you solve is essential in defining your target market so that you can begin to identify the individuals or businesses most affected by them. The simple act of listing these will open up ideas and potential avenues to explore.
- Imagine your ideal customerList all your clients who experience issues that you solve, then begin creating a profile of them. Group them according to location or, if your enterprise serves business-to-business customers, group your clients according to their job titles and industry, such as manufacturers or recruiters. Try to outline all details as accurately as possible about the individual or business in question. Cheltenham business advisory services and those elsewhere will have experience in defining customer avatars.
3. Which customers will benefit from this offer?
Determine who will be affected most severely by these issues and what they stand to lose by not addressing them. Your proposition will be more compelling if it can demonstrate that ignoring the problem would be more expensive. Design your solutions while considering the emotional effect, stress levels and reputational risk in addition to cost considerations, as these elements combine to make your offer valuable. Again, you may benefit from the expertise of Cheltenham business advisory services that have access to market and empirical data based upon prior and current engagements in similar sectors.
4. What expertise can your company offer?
Consider your company and its employees when identifying which markets to target. Do you specialise in any particular field or have extensive experience in certain markets, such as working with lawyers and other professionals? Do you possess extensive knowledge about a specific geographical region? You may also find that you connect more easily with certain types of people.
The above factors will help you to develop an innovative offering that resonates with your target audience.
