How to Identify Your Target Customers and Sell to Them
We have lots of clients who generally ask us for advice on the ways to market their new venture. The first thing that we ask our clients is that ‘who are your target customers?’ Having an idea of the target audience would help you to market your services in a better way. You need to have a clear definition of the target audience. Without knowing who will buy the products or use your services, you can’t market them.
So how can you find out your target audience and how will you market to them? You can find the answer here.
Identify Your Target Audience
The first thing that you can do is to research on what kind of people will be interested in your products and services. Are they women or men, professionals, adults or teenagers, who will buy your products? After you’ve narrowed your target audience to some extent you need to create a persona of the likely prospects. Identify them based on characteristics like age, gender, household size, income, what they check online and from where they shop etc.
If you are still not sure of your market segment, the only thing you can do is to ask a group of people whether they would buy from you or not. This way you can find out your target segment. And, once you become established you can add your customer segments, diversify and expand.
Take an example of any eCommerce website that is into wedding planning and gifts business. In this case the target audience will be men and women who are in their marriageable ages say 21 to 40, who are single still are in a wedding planning process. It also includes a segment of people who will be planning a wedding of their son or daughter. They shop and read about beauty, clothing, decoration, and obvious one, weddings. Most of them will be social network users who typically use Facebook and Pinterest. With all this information you can decide where you need to focus your online marketing efforts. In this case, you need to focus on posts on Facebook and Pinterest, and writing blogs on your products and services. You need to start communicating your message to the prospects so that they can find exactly what they were looking for.
You can develop your target market just by answering these questions:
- Who will use my product? Answering this you will get the demographic information and based on this you can tailor your campaigns.
- What other interests they have? Understand what websites or social media platforms they use as this will give you an idea of other channels like blogs, magazines, media, and websites that you can use to promote your product. Focus only on the channels that will give the best results.
- When will they purchase? Are there specific times in a year when people purchase maximum? Some items might be seasonal, like flowers. Gifts will be bought during festivals and holiday season. Based on this target your sales or advertising in peak periods.
- Why they need the products? Do these products satisfy a need or desire? Do they make life easier for people? Do your products make prospects look better? All this will help you persuade your audience to buy your product.
Research Your Competition
Only focusing on your products will not work. You have to also find out who your competitors are. Start following the top and well-established competitors. This will help you to propel your products forward with an added advantage over other startup companies.
Now, what you need to take care while researching competitors?
- Products and services- Check what your competitors offer, is it similar or different from your offerings? How they have presented their product on their Web-store in a unique way and in the same way how can you present your products in a unique way. Find out what is unique in you that will make you stand out from others and appeal to your target audience. Find out your competitors’ bestselling items and offer something similar.
- Price. Price your products in line with the competition. Never undervalue or overprice your products. Pricing your product at too low has many disadvantages. You will not be able to sustain profitability and will have difficulty in offering discounts. This hurts the credibility and value of your product and in turn, your customer service will suffer. Conversely, overpricing your product has its own disadvantages.
- Where you market- Remember that you and your competitors are targeting almost the same audience. So, identify where they market. This will give you an idea of where you should focus your advertising budget.
- What social media channels to use- Not every social media offers the same results for every market. If your target is men, your competitors will be there on Twitter as compared to Pinterest and Facebook that is mostly women centric. You must only focus the channels where your prospects hang out. Analyze how your competitors use various channels. Check their pins, tweets and posts that get the most responses.
- The keywords they use- This is important for SEO. Understand which keywords your target audience search to find your product and use them in your landing pages. Check the landing pages of your competitor and know what keywords they are targeting. Go through the source code of their landing page you can see the meta-keywords and descriptions they use. Make a list and devise a keyword planning tool to find out which keywords get the most searches for your products and services.
- Frequency of content and campaigns. Check how often competitors post fresh content on different channels, the frequency of their newsletters and blogs.
That’s It, Rest you know, now start targeting your audiences!
[We are Connecting Dots, a full service eCommerce solutions company. At Connecting Dots, we help companies build great online businesses, we are Magento implementation partners and build great eCommerce portals]