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Promote Your Site \ SEP 21st 2015

Who Exactly Are You Selling To? How To Find Your Most Relevant Audience

Face it, when it comes to marketing, you can’t afford to target everyone. Whether you’re a large company with 100+ employees or a small family business that you’re managing on your own, running a successful marketing strategy will require you to hone in on your target market. The good news is, taking the time to understand your potential customers can allow even small businesses to compete in the global marketplace.

Put simply, finding your target market is about determining where your marketing efforts will have the biggest impact. Not sure where to start? Here are 6 steps to help you find and market to your target clientele.

Who Exactly Are You Selling To? How To Find Your Most Relevant Audience

Identify and Analyze Your Current Audience

It’s always best to start with what you know. Take a look at your current customer base and gather as much information as you can about them. In addition to their age, gender, occupations and other basic parameters, take note of how they found you, what their interests are and which social media channels they use.

Use Analytics Tools
If you’re not sure who your customers are, you can use Analytics tools to help you figure it out. In addition to Google Analytics, which provides detailed statistics about who is visiting your website, many social media channels (including Facebook, Twitter and YouTube) offer their own analytical tools so you can learn about who is engaging with your profile. Take time to understand what types of people spend time on your website and online profiles; this will give you a very good sense of your current customer base.

Create a Database and Reach Out
Next, create a database of customers where you can track their details. Then, reach out to them! That’s right, don’t be afraid to contact your loyal customers directly.

Whether through your email newsletters, a quick survey on your website, questions posted on social media, meetups with a small group of customers or one-on-one conversations, there is no better way to understand your potential prospects than engaging with those people who have already chosen to patron your business.

Finally, take advantage of some of your “early adopters” to build brand ambassadors; these are loyal customers who have been with you for many years and who will continue to frequent your shop and tell their networks to do the same. Reach out to them, learn about who they are and think of ways they can help you reach new customers in their network.

Analyze the Product or Service You are Marketing

To learn more about your target market, take a step back and look at the product or service that you are trying to sell. Think about the specific benefits of what you’re selling and what sets it apart from similar items on the market. Then, ask yourself how a person would use the product and how it can benefit their life. At what point in a person’s life would they be interested in what you have to offer?

After you have come up with a list of uses and benefits, make a list of the types of people who would need these. By focusing on the value of your products and the benefits they provide, you can understand what types of customers will be attracted to your business. You’ll also develop a clearer sense of who these people are.

Find Your Potential Audience 

Hopefully you’re starting to get a clearer understanding of your clientele. Now it’s time to find out where they’re lurking on the Internet. Different demographics of people use different social networks. This 2014 study by the Pew Research Center provides some great insight into the users on major social networks. Based on these statistics, you can choose one or two social networks to focus your efforts on.

Next, you want to think about the topics and interests of your target users. Take note of trends on social media networks. To find out what your potential users might be interested in, check out a tool like socialmention. It will provide you with insights about how many people are interested in various topics and where they’re already being talked about.

Stalk Your Competition

Still looking for ideas? Don’t be afraid to take a peek at what your competitors are up to. Follow your competitors on their social media channels and visit their websites from time to time. Armed with a thorough understanding of your competitors’ branding, marketing efforts and social media strategy, you can like discern what markets they target. While you can definitely take some tips from them, you should also be on the lookout for markets that are missing. Why? Because those just might be your golden opportunity!

Design Your Website for Your Target Market

Once you’ve honed in on your potential clients, you’ll want to make sure that you’re speaking their language – literally. Before writing your content for your online marketing, take the time to do some keyword research to make sure that your target audience will find you first when browsing search engines like Google.

And of course every serious business needs a website, which you can easily design and update on your own with Wix. When creating your website, you should make sure that your website uses language, images, fonts and colors that will appeal to your clientele. Pro tip: it’s best that all of your marketing material have a similar look and feel.

Start Sharing!

The final step is to start communicating with your target markets, wherever they may be. Whether through Facebook or Twitter, in online forums, on LinkedIn groups, Google+ communities or Twitter chats, you’ll want to start interacting with your potential customers. These online spaces are the perfect places to offer expert advice, make suggestions and, of course, post a link to your website. If you’ve done your homework and truly identified the right audience, you can tap into these niches in no time. Sit back and watch as total strangers transform into loyal, buying customers.

A final tip is to keep in mind that your target markets can change and evolve. As you learn more about your clients, you can and should tweak your marketing approach. Have a trick about how to tap into your target market? Let us know!

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