How To Identify Your Customer…and Target Your Marketing To Capture Their Attention

Don’t make the mistake of not defining who your target customer is.

But I have no idea where to start!

Consider it a work in progress.  Is your business relatively new?  Start by writing down your best estimate of who your customer will be.  Decide on the basics, will they be male or female?  Age range?  Geographic location?  Education level?  Income level? Your Ideal Customer?

Is your business more established?  Consider who your best customers are.  These customers are the ones that provide the greatest benefit to your business.  They are the ones who purchase the most, are loyal and/or provide referrals for you.  Pick 5-10 of your best customers and reflect on who they are and what they have in common.  You’ll likely see trends, and realize you want more customers with similar characteristics.

Additional ways to describe your customer…

Motivations – What motivates them to lead a greener lifestyle?  Concern for the environment?  Concern for their own health?  Concern for their children’s health?

Hobbies – Yoga? Meditation? Camping? Cooking? Pets?

Their shopping habits – Average purchase price.  What do they do with the product after they purchase it?  Time of day they shop.

What happens when you define your target customer?

You can make better marketing decisions.  When planning your marketing activities you will choose or seek out those that help you reach your target market, making your efforts more effective.

For example, you sell free range eggs and you have determined that many of your customers are pet lovers.  Sponsoring the local pet shelter might be a good way to reach new customers.  When approached with marketing ideas, you will be able to judge them against your target market to help decide.

For example, you sell cloth diapers.  A magazine offers you a great rate on advertisements.  It is a regional magazine with more of a male focus.  You decide to pass, because your services are only available in a section of that larger region and your target customer is moms, usually in their late 20s to late 30s.

It’s liberating.  When you define who your target customer is, it requires you to accept that not everyone is your customer.  This makes it much easier to accept the unavoidable rejections you may get as you promote your product or service.

Keep working on it.

As with any marketing efforts, your target customer definition will become more refined as your business grows.  With experience you will identify what works and what doesn’t.

Customer segments.

If you have a lot of customers, you may be able to identify 3 to 4 different types of customers you have.  Identify each and prioritize which of these customers is most important.

Want to avoid other marketing mistakes?  Register for my teleseminar – 5 Marketing Mistakes To Avoid As You Grow Your Business & Influence.  Click here or visit the Events Tab.

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