Target Audience – Are You Ignoring Your Bread & Butter?

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Your market is your bread and butter.

So why is it so often on the back-burner?

Your leads and customers are your most valued asset. Without them, you wouldn’t have a business.

Think about it, your target market dictates every approach and decision you take with your business.

Everything from your product or service development to your outreach and community-building efforts is based on them. Even your unique selling proposition is determined by how you can serve their needs better and/or what they value. 

Thus, the difference between your business struggling to get going, failing or being successful rests on knowing who they are, where they are, and what their needs, wants and behaviors are.

Neglecting your business’ market may be one of your worst business decisions.

With all that is at stake, you shouldn’t take a come-one, come-all approach. If you are selling to everyone, you mostly sell to no one. 

After all, mass marketing isn’t effective for most businesses. Compatibility is not just for dating sites. It’s important for business too.

So, what you need is a clear focus and knowledge of your market. Then use this understanding to develop a successful client-driven approach for your business and outreach.

Knowing your business’s market is the driver for success. Let’s dive in and explore the value of defining your market and the how-to a little further.

Not Knowing Your Market Impacts You Too

There’s no doubt about it, as a business owner you work hard. But for some of you, defining your audience is an afterthought. That impacts more than just your business dreams, it can take a toll on you too. On a personal level, it is a direct route to stress and worry.

stressed out man at a desk

Without a defined market you could find yourself carrying the weight of the world on your shoulders as you slip into survival mode.

Constant high stress and sleepless nights are health hazards. That’s not what you signed up for. Hard work yes, anxiety and worry no.

Your market has the most significant influence on your growth and profits. Ignore them and you are headed for challenging times or worse. Now that’s a grim reality

But It doesn’t have to be or remain that way.

Business Woman happily working on her computer at a desk

Understanding your market puts you on the right path to success (and good sleep).

 

To Reach Your Leads You Must Know Them

No matter how big or small a business is, every business needs both new and repeat clients. Specifically, you need to have prospects who are interested in and likely to need or want to buy your product or service. 

How do you reach them? By having a clear understanding of who they are.

With this knowledge, you can create an effective market funnel to attract, spark interest, engage, build trust, and develop a relationship with them. The more you understand them within their daily lives, the greater your opportunity is to reach “your” right people.

Reaching “your” right people is the path to success.

Tailoring your campaign strategies and messages to your best-fit market comes down to producing content and copy that are highly relevant and valuable to them. It’s content that meets their needs, wants, desires and challenges, not yours.

And it is also knowing where your target market group hangs out, how they decide to spend, what they care about, and what holds them back. When they feel you get them, they stop to pay attention to you. It is about compatibility.

And that drives home the point that you must define and understand your market. Who is your business compatible with?

You can’t successfully or effectively tailor your business approach and marketing if you don’t know whom you are tailoring for. 

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That would be like looking for someone you need but you don’t know who or where they are while you are blindfolded.

You might opt for mass marketing as your quick solution. But mass marketing just won’t cut it. Nowadays, people are bombarded with messages and options. Your company needs to rise above that noise to be noticed.

If you do not make your approach client-centered – about them- the prospects most compatible with your business won’t notice you.

Neglect to get to know them and your likeliness to stand out from the competition and have success plummets. But get to know them and your business can soar.

From Lead Generation to Paying Loyal Clients

By taking the time to understand your market, your business decisions can be customized to attract the interest of those who most likely need and want your service.

Your content and copywriters use this invaluable intel to create targeted campaigns leading to higher traffic and sales. It is a big pay for business.

Targeting your best-fit customers is about compatibility positioning.

With insight into your best-fit market, you can position your service and outreach in a meaningful, helpful, and relevant way to the people who actually need and/or desire your offer. The more of these best-fit people you can attract and connect with, the greater your growth.

It is a winning focus for your business success.

When everything about your business becomes client-driven and personable, growth and success become easier to achieve. But before we get into the definitions and segments of your market audience, let’s get super clear on what it is not.

What It Is Not

Your target market isn’t everyone.

Trying to appeal to everyone equates to spending time, energy and resources on those who may never be interested in or need your product. That’s wasteful and holding you back from the success you deserve.

What you need to do is clearly identify your market, get to know them and put your resources into them – your best-fit customers.

Perhaps you thought you’d wing it and now you’re a little panicked.

Panicked business man wearing in a white shirt and a red tie. He is looking shocked.
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Or maybe you’ve been so busy you overlooked the importance of understanding your market and as a result, you have been struggling.

Or likely you’ve had an aha moment.

Whichever spot you find yourself in, there is no better time than now to fix it. Let’s go.

Quick Recap of What You Know

Your market audience isn’t everyone. Mass marketing or generalized marketing will not reach your best-fit market and you won’t rise above the noise of your competition.

Your market audience is a smaller segment of the whole population. But that’s a good thing as less is more in this case. Even though it is a smaller group, it is a group that is more likely to be interested in and buy from you, and that is why they matter. They are potential customers, and that’s why you need to understand them so you can reach them.

Keeping Up with Your Market

Here’s is another key point, your target market audience evolves. Your market is not a one-and-done scenario. Who they are and what they need shifts. It is ongoing relationship learning. People grow and change, and their changes shape your market.

And the good news is reassessing doesn’t mean starting from scratch, it merely means you need to keep up with your audience by checking in with them once in awhile, then tweak your approach.

Either you source the work or follow basic steps to achieve it yourself. (More on that in a minute.)

Regardless, knowing and keeping up with your market often means the difference between struggling or thriving. You want to thrive.

The Market Audience Breakdown

You cannot think about your market without thinking of segmentation.

Segmentation is dividing your target market into smaller and more specific groups. Businesses can have multiple groups that they may need to address and target differently.

Your marketing is not a one-size-fits-all but several customized campaigns. Breaking your market down into subsections helps you plan effective strategies to reach each one.

First, let’s look at “your” overall market- the target market.

Target Market

Your target market is the broad group of people who share defining common characteristics and who are likely to search for, be interested in and purchase your service or product.

Right, meaning the entire segment of people you think may be interested in your offer.

The target market – your right people– is where you focus your energy and resources. This unique group influences things like your product development/services, pricing and marketing.

To define this group, you need to get specific details through market research. This covers a variety of methods that some businesses source out, others have a marketing team that handles it, while other businesses are DIY’ers.

In either case, you will track and learn from website analytics, social media analytics, point-of-sales analytics, your in-house sales and customer service persons, interviews, surveys, your competition audience reviews, etc. These collections of information provide accessible and excellent insight into your target market.

From this group you fine focus your view on your Target Audience.

Target Audience

Your Target Audience is a smaller more specific group. It is a subgroup of the target market that shares even more characteristics and traits

They are especially likely to be interested in and to do business with you.

It is your best-fit market.

The target audience is defined by common characteristics that you used for your target market like geographics and demographics, but you define and understand this subgroup further by their psychographics and behavioral traits.

While demographics are objective (age, educational background, gender, income, occupation, family status, location, ethnicity, etc.) psychographics are subjective.

Psychographics are the internal variables of who a person is and how they think based on their personality, lifestyle, habits, interests, beliefs, aspirations, values and so on.

An example of a psychographic interest may be people who are outdoor sports enthusiasts.

Behavioral traits are the variables that focus on how a person interacts as a consumer. You need to look at the person’s buying activities such as impulsiveness, readiness, pre-purchase research, level of knowledge-based, loyalty-based interactions with brands, and status-based usage.

One market that stands out for the loyalty behavioral trait is Apple’s customers.

By adding the psychographic and behavioural layers to get to know your audience on a deeper level, you have better leverage for your product and service in ways that deeply resonate and connect with your prospects.

It is compatibility positioning.

Your content and copywriters show your prospects how you are best to serve their needs, wants, desires and/or solve their pain points. When campaigns are written with this knowledge, they are highly effective.

But to create the most successful campaign, you need to go a step further. You need to find a representative from your target audience to focus on.

This representative is your Target Buyer Persona (aka Audience Persona, Target Customer, Client Avatar or Ideal Customer)

Buyer Persona

A Buyer Persona is a semi-fictional unique character profile that represents a slice (segment) of your Target Audience. Think of it as your best most likely consumer for a particular campaign.

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Here is where you get very specific and detailed using the data you gathered for your target audience.

With this intel, you summarize a section of your target audience into one buyer profile.

It’s the easier part of the process and it’s fun. You already have your research completed and there are many online buyer persona templates available.

It’s a matter of loading a stock photo to give your persona a face, filling in a clever persona name, creating a relevant quote that your persona would say about the need your business can address for them, drafting a day-in-the-life scenario blurb for them and adding the date collected.

This visual form of your persona is an important evolving document. It is incredibly useful for any business and for anyone on your team. This persona sheet humanizes your audience and helps keep the focus on their priorities and needs for your messaging. It is not a number but a person.

It is almost as if your very best-fit customer is sitting in the room with you. The buyer persona document reminds of you who you are serving and helps you know how to reach them in a meaningful, valuable way so they connect to your business.

A Buyer Persona, Puts Everything Important Right in Front of You:

  • Who they are
  • What they do
  • Where they are
  • What their social, cultural and economic statuses are
  • How they spend their days
  • What their habits are
  • Where they hang out (social media, etc.)
  • What their interest are
  • What they care about
  • What their goals and motivations are
  • What their problems and pain points are
  • What their buying behaviours are
  • How they make decisions
  • What holds them back
  • What obstacles they face
  • What their buying roadblocks are

Clearly, a Buyer Persona is one of your best business tools.

Content and Copywriters use buyer personas because they are incredibly effective for strategizing and creating copy that works like magic.

With all this information presented as a person, copywriters can create and fine-tune the right message for the right person at the right time. And that’s the winning way for business success.

As a business owner, understanding your market and target audience should be a priority.

It guides your offers and campaigns so you can rise above the noise and resonate with your best-fit prospects. And this, of course, attracts prospects, converts leads, encourages loyalty and ultimately increases your sales and success.

It Is All About Your Bread and Butter.

Your Target Audience and Personas are gold for you and anyone who works for your business including copywriters like me.

Take a look at these two sample personas (Buyer Persona and Audience Persona) and see for yourself how helpful and valuable buyer personas are for your business.

P.S. If you have any questions or projects that you need help with, feel free to get in touch.

Thanks, Deanne.

Deanne Elms (deanneelms.com) is a creative Strategic Content and Copywriter who loves helping people succeed. She’s all about research-driven, client-focused stand-out writing with a human touch. Her mission is to make your business the feel-good, go-to authority that people relate to and remember so you rise above the noise.

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