Posted: 24th July 2017
I frequently work with business owners who say they want to reach their target customer. But who is your target customer?
So often I have attended networking groups and hear a 60 second pitch which concludes “I would like to speak to anyone who would like to buy my [service/product]“.
How you are going to reach these people if you don’t know who they are? The “anyone who would like to buy” needs to be identified, located and targeted. You can then work on the right marketing message to reach them.
I work around a set of key questions which can apply to various marketing aspects of your business. These types of questions enable you to build up a specific profile of your target customer:
By building up a target customer profile, you can then work on a marketing strategy to reach them. This may be by direct approach, a general marketing campaign, via social media or a combination of these, and other marketing methods. You may have more than one customer profile depending upon whether your customer is a Consumer and/or Business and if you have more than one product or service.
If you are clear about who your target customer is, you will have more clarity about how to reach them.
So next time you stand up to introduce yourself and your business, be specific about your target customer and your audience may be able to help you find them.
Sandra Garlick is a former business and employment law solicitor and has over 20 years experience in sales and marketing. Sandra is now a business growth consultant, mentor, trainer and public speaker. Speak to Sandra about Business Mentoring. She frequently speaks about StartUp and other business growth topics.
Follow @SandraGarlick @SGBusConsulting @WomanWhoAwards