Do you know who your target audience is and how to find them? If you don’t, that’s ok! This article will help you identify your target audience, define your meta tags, keywords and make excellent use of your Yoast SEO plugin! Even if you already know your target audience, we highly recommend you go through this exercise; it never hurts to refresh!
- The first step is to define the basics of your customer. This will be used in targeting Facebook ads and any future marketing and customer acquisition.
Answer these questions:
- Who is your primary customer?
- How old are they?
- What is their gender?
- What is their income amount?
- Where do they live?
- List their interests.
- The second step is to describe your dream customer. This is the chance for you to really think about who would be the perfect customer, how they would find you, what interaction would be like and what the desired outcome would be! This is the customer you that makes you wish you had a million of them because business would be easy and you would make a ton of money!
Example: A local tractor retailer when completing this exercise discovered their dream customer is one that purchases the equipment they want completely online and then the store delivers the product. That customer never actually comes into the store until they need repairs on their equipment at which point they become a recurring customer.
- What and where are the new or existing markets you want to tap into? This is essentially your “go-to-market strategy”. Your go-to-market strategy is something that we will cover in depth at another time. For now here are some crucial questions to think about as you plan and list out the markets you would like to be present in. We suggest you make three separate sections on a sheet of paper. Label the first section current market, the second section existing markets and the third section new markets. Next fill in each section.
Current Market – This is where your product or service is currently being marketed. Describe or list the location.
Existing Markets – These are places that already exist, that you competitors sell through or in and you know you should be part of but haven’t yet.
New Markets – These are places that you are out to discover, that you had not previously known you should be selling or promoting!
- How do your customers currently find you? Describe the customer’s journey to you from their perspective. This means to put yourself in the customers shoes and walk through the way they would find you, contact you, purchase your product or service and then become a recurring customer.Example: We are going to use the same tractor retailer from the above example. John Smith looks at his lawn and decides he is in need of a new tractor for the upcoming mowing season. Not knowing where to look first John pulls out his phone and begins to search tractor stores near me. The first location that comes up in his search engine is “local tractor store” . John then notices he has two options. Option one to browse inventory online OR stop in the store to shop the selection of products. John decides he is going to shop online inventory because he doesn’t have enough time to go to the store. He clicks on shop online and discovers he can shop by acreage and find the right size tractor for his lawn. With a simple click of the button John picks his tractor, chooses upgrade options and add on packages, and then checks out. After he has paid for his tractor he is prompted to schedule delivery. Two days later, his brand new tractor arrives to his home.
- The last and perhaps most important thing we must cover now that we have identified our target audience of ideas customers, is how we will communicate with them. There are many different options to discover but the conversion from potential customer to customer to returning customer is important to consider.
- Do you need a Facebook page? A Facebook page is good for brand recognition, getting information out fast, offering sales and promotions, and recommendations. Facebook is a good way to find new customers and facilitate relationships for returning customers.
- Do you need an automated email system? Automated emails are fantastic ways to send out promotions, sales, upcoming events and any brand related news.
- Do you need to do print advertising? Print advertising is everything from business cards and mailers to ads in the local paper. Once you know your target customer, it will be easy to identify which is the correct location for you to advertise.
- Do you need to participate in vendor events? If so where and when are ones you must go to. Vendor events are amazing ways to showcase your business, meet new potential customers, publicize and start forming relationships with potential customers and potential referral businesses.
Now you have all the tools, tips and tricks you need to identify your target audience. Happy selling!