Many business owners are enthusiastic about marketing their product or service. They are professionals in their field, truly believe in their product or service, understand and explain it wonderfully, and you can see that they genuinely love what they do and market. However, all too often this is wasted on a customer audience for whom this marketing is not relevant, instead of being directed at the right target audience.
What happens when the message reaches irrelevant ears?
What happens when a business owner expends energy, makes an effort, prepares a presentation, gets ready, gets excited, and finally discovers that they have reached the wrong target audience, the wrong company, or the wrong person? Then all their vast knowledge, all their joyful enthusiasm and investment in marketing the product or service go to waste and a sense of disappointment begins to spread.
The effort of reaching out to an imprecise target audience can waste resources of various kinds, such as:
● Investment in advertising that does not yield results
● Investment in purchasing expensive and unnecessary leads
● Operating a sales center that will contact an audience that has no interest in the product or service to begin with
● Investing time in reaching out to the wrong target audience – in writing or verbally
● Investing effort and energy
What happens when a business owner expends energy, makes an effort, prepares a presentation, gets ready, gets excited, and finally discovers that they have reached the wrong target audience, the wrong company, or the wrong person? Then all their vast knowledge, all their joyful enthusiasm and investment in marketing the product or service go to waste and a sense of disappointment begins to spread.
The effort of reaching out to an imprecise target audience can waste resources of various kinds, such as:
● Investment in advertising that does not yield results
● Investment in purchasing expensive and unnecessary leads
● Operating a sales center that will contact an audience that has no interest in the product or service to begin with
● Investing time in reaching out to the wrong target audience – in writing or verbally
● Investing effort and energy
You can act differently. Focus – is the answer!
Business owner, before you enthusiastically charge into the market, you should plan your moves wisely.
The first step will be defining your product or service. Carefully examine what the relative advantages of your product or service are, for example:
● What makes it unique – for example, innovation, accessibility
● What need does it address – is it responding to an existing need in the market or one that needs to be generated?
● What do you provide as a business owner – are you offering expertise, experience?
After you conduct an organized mapping of all the advantages of your product or service, you can begin defining your target audience:
● Who is likely to need the product or service
● Who is expected to purchase the service or product most quickly
● Whom can the product or service help and they are not even aware…
● Which media channels should be used to reach them
The more precise we are in defining the target audience, the more efficient and productive our outreach can be!
Defining the target audience must address on one hand what the business owner offers and on the other hand the characteristics of the customers:
For example, treatment for cartilage wear in the knees will be less relevant to young customers, tractors will be less relevant to urban customers, and school backpacks will most likely be less relevant to senior citizens…
On the other hand, marketing luxury apartments will suit a target audience in the higher income deciles, children’s and baby products will suit primarily a young population, and skullcaps and kippot will suit primarily the population from the religious sector.
Defining the business’s target audience will help the business owner create a niche, precise, targeted, and efficient outreach. Such an outreach will always be more focused and will produce better results.
How focused are you as a business owner? How well do you know how to refine the definition of your target audience in order to generate more sales and better results?
Nice to meet you, I am Naomi Zeltzinger, CEO of Relative Advantage Solutions Ltd., holder of two degrees in business administration with a specialization in marketing and an extensive resume in the field of sales management for maximum results, management of dynamic telemarketing centers, and providing unique customer service.
I would be happy to hold a professional brainstorming session with you that will focus your marketing activity, help you reach a focused and precise target audience, and create quality and satisfying results for you
