Avoid A Major Marketing Mistake - Know Your Target Audience
Posted on April 14, 2008 - Filed Under Automotive, Business
Many companies waste their marketing time and funds by making a simple mistake. A mistake that costs them profits and sales.
The mistake? They don’t know their target audience.
Imagine a man wanting to call his friend. He doesn’t know his friend’s number, so he punches in seven random numbers. Then he asks the person who answers to put his friend on the phone. The person on the other end doesn’t know what he is talking about! The guy never gets to talk to the person he wanted to speak to.
That story sounds far-fetched. Yet, every day businesses do something just as crazy with their marketing campaigns. They send marketing messages out hoping to reach an interested party. Someone who is ready and able to buy from them. But they really don’t know who they are trying to reach.
Does your business know who its target audience is? You may run clever marketing campaigns. You may even win praises and awards for your advertising. For most businesses, the goal of marketing isn’t awards or acclaim. It’s visibility and sales. Your products get noticed when you reach the right audience. Reaching the right audience with the right message means more sales.
It’s vital that your company knows who it should market to. Is your target audience well-defined? Ask yourself these simple questions:
–Who are they? If you are selling to individuals, get a picture of your typical customer: age, gender, race, education level, marital status, income, interests, buying habits. Selling to other businesses? Get to know what they look like as well. What size are they? How long have they been in business? Who are their customers? Who are their competitors? Remember: no matter how big you are, you sell to one person at a time. How well do you know that person?
–What do they need? Physical needs, as well as emotional needs, drive people to buy. A company that buys the latest equipment may need to replace old machines. That new equipment may satisfy another need: the need to receive recognition that comes from being innovators in the industry. Identify all the needs that make your customers open to buying your product.
–What are their goals? The previous question focused your attention on your target’s current condition. This question looks to their future. Where will these buyers be in one year? Three years? Ten years? The answers you get might determine how your business moves into the future.
–What are they saying? Listen to your customers! Especially your angry ones. Most upset customers quietly move their business elsewhere. It’s important to listen to those who care enough to explain why they are unhappy. What do these people think you need to do better to satisfy your customers?
–Is this audience right for my company? This question is a bit different because it focuses on your company’s needs. Look at the profile of your target audience. You should answer “yes” to these three questions: 1. Is the audience large enough for you to profit by selling to them? 2. Is there a need within this audience that your product can fulfill? 3. Is this audience able to afford what you are selling?
Larger companies spend thousands of dollars researching their target audience. Your company may not be able to do that. These questions give you a place to start. Match your message to the audience you want to reach and your marketing will be far more effective!
Richard Jarman helps companies who experience frustration in getting their message across to their customers. He assists companies in crafting marketing materials that highlight their unique strengths and abilities. His goal is for all of his clients to have sales and marketing materials that work for them, that increase profits and build customer loyalty. See what he can do for your business by going to his website, http://www.jarmanbusinesswriting.com While you’re there, sign up for his monthly e-zine, The Next Step. It’s filled with tips and articles designed to inspire and improve your business. Sign up today and get a FREE report. The Essential Guide to Hiring a Copywriter
Tags: advertising, audience, goals, habits, marketing, mistake, needs, research, target
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