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How and Why to Find Your REAL Target Market

Posted under Targeting

What is a target market?

Entrepreneur.com defines a target market as “a specific group of consumers at which a company aims its products and services”. They’re the folks most likely to buy from you. At MCG, we’re proponents of the whole “relationship with your customer”, and “keep ‘em coming back” school of thought. So it would make sense if we inferred that it’s easier to maintain a relationship with a consumer that has a need for your product.
Why You Should Find Your Real Target Market

The question that comes with all business decisions (even if it’s not apparent) is “how’s it going to affect my bottom line”? Your marketing money will work harder for you.

It’s clear that a marketing campaign that will attract life-long customers is much more effective than a campaign that attracts a user who decides that the product is not for them after the first use, or worse, doesn’t even bother trying.

For a great read on driving repeat business, see the Brass Knuckles Media blog.

Your Customers will feel a closer connection to brand

If your product is of high quality, and your aim your brand right, you’ll find that your customers will relate to your company. They’ll think of the product almost as a friend. This leads us to…

Your customers will be much more likely to talk about your brand

Word-of-mouth is the oldest form of marketing, and still the most effective by far. Folks are much more likely to talk about a product they like and relate to. It’s as simple as that.

Getting the Search Party Ready

Look at Your current Customers

Think about who buys from you (and comes back) right now. Break down their demographics and psychographics. Create two buyer personas using this information.

Look at Your Competitions’ Customers

Find out who buys from your competitors and think about why. Create two buyer personae based on their demographics and psychographics. Try to choose personae that are different from your current customers.

Look at your Products/Services

What is the need(s) that your products and/or services address? What are the benefits that you provide? What price range is it in relative to similar products?

Finding Your Ideal Target

Keep your target market as specific as possible. Scrutinize your four buyer personae and pick out two that sound most like your ideal customer. Remember to scrutinize all aspects of the personae.

Evaluate your decision by running your personae through a hypothetical situation where they use your product. Notice how we say “use”, not “buy”. It’s important to choose personae that will have a use for your product because those are the ones that will likely become repeat customers.

Go Get ‘Em!

Targeting your marketing will allow you to make more effective marketing strategies and decisions. Be sure to come back and revisit this critical part of your business plan often (we recommend at least once a quarter) to make sure you’re on track.

Written by

Rishi Patel

I help businesses build brands that matter. I'm the founder + creative director of Monazu. Let's connect on Twitter!

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Comments

  1. Wholesale Suppliers Directory says

    March 2, 2012 at 1:02 am

    Selecting target market by knowing your potential customer is so much beneficial to the business as  it reduces cost and effective to make high sales. It is totally based on market research.

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  2. Global Wholesale Suppliers says

    January 20, 2012 at 6:00 am

    its so nice and informative post.  Its very important to aware of your target market which is your potential customer who wants to/who can purchase your product.
    It will ruin your business if you launch your offering without knowing your target market.

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    • Rishi Patel says

      January 22, 2012 at 11:51 am

      Glad you got some value out of it! Thanks for the comment 🙂

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  3. Shennandoah Diaz says

    August 4, 2011 at 4:19 pm

    Thanks for the pingback and great post! Too often people try to go after “everybody” and then wonder why they can’t make a sale. Knowing your target market and getting as specific as possible about who they are is the first thing that needs to happen. Thanks for reminding us!

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