Have you heard a lot of talk about target marketing and content marketing and wondered to yourself; “What does that “really” mean and how are they “really” doing it?”
If so, you are not alone!
The majority of companies struggle with the concept of target marketing, let alone doing it or at least doing it right. Part of the problem is that marketers spend a lot of time telling you that it has to be done, but they never really tell you why or how to do it.
What vs Why?
We build websites … the ultimate target marketing tool. But before there is a website or target market, you have to lay a foundation. We have a coaching program for our clients where we talk extensively about the problems your business solves. We steer completely away from “what” a business does to gaining a clear understanding of the “real” problems you solve for your prospects and customers and “why” they need you.
Target marketing is a process where someone has usually decided they need or want something. They generally believe they know “what” they want to buy. Now, it’s up to us to give them a reason to buy from us. However, they have to find you in order to buy from you!
Believe me when I say that is a fun and exciting process. You are getting to the real reasons you are in business. You are solving the question of “why” someone should buy from you, not “what” they should buy. No one buys from “what”… they all buy from emotion and that emotion is always tied to a problem that needs a solution. This is the “why.”
Once you have defined all of the problems your prospects may face, then you can define the specific audience you solve the problems for and you can now articulately talk to them both online and offline about how you solve their problems.
Where is Your Target Market?
Now that you have defined the problems you solve for your prospects, it’s critical to learn who your prospects are and where are they at:
- Do they read journals, magazines
- Do the search for how-to’s?
- What websites they might frequent?
- What social media platforms might they be on?
- What blog directories do they hang out at.
- Do they use search engines (probably!)?
- What sports do they play or hobbies do they have?
- …and more…
You have to build a profile of your target market because that will tell you where to reach them at. It’s all about building relationships and creating value for them.
How do you do that?
By helping them understand how you will help change their world for the better and engage with them around what they like.
Another critical aspect is to find people and businesses who serve your target audience in a different way than you do? Find out, reach out, and develop a relationship with those people. They may introduce you to their audience if you bring them enough value that leads to trust.
Here is the reality, and let’s be honest here: It is NOT easy! It requires work.
Can it happen quickly? Yes…
Is it likely to happen quickly? Depends…
If you’re writing to the problems your audience is having that you have defined and targeted then yes… If you’re competent in your skill set and can demonstrate how you will make a difference for them then yes… you can build an audience that is ready and willing to buy from you because you didn’t try selling them; you allowed them to buy you because you solved their problems.
The key is you have to lay a foundation, be intentional and do the work. If that happens, you have positioned yourself on purpose. Otherwise, you’re just throwing dry dirt up against the wall and hoping it will stick. That does not work.
If you want to learn more about how the process works of defining a target audience and how to create a strategy; and if you want to learn how to think outside of the box to define, reach, and convert your target audience, click here.
If you have comments, ideas, or suggestions we would love to hear from you. Please leave a comment below.