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Effective marketing of a business does not entirely rely on the fact that you think everyone has a need for the product or service you are selling. In fact, an effective marketing strategy requires you to home in on your target market to determine the customers that actually have a need or want for what you are selling. Product or Service to Buy Identify your ideal clients by what you are selling. See the product or the service you offer through your clients' eyes. Recognize the class, category and type of person or group that would use what you offer. This is easier if you already have a present customer base as you can define what their buying habits are. Gather additional information from your current clients to find out why they buy what you sell. You may find the information useful in prospecting new clients. Consider your Competitors Study your competitors’ behavior in how they attract customers, the information available on their websites, how their brochures are designed, etc. The customers they have identify who your customers are too. The customers they don't cater to can be an opportunity you can grab by supplying them with what they need. Apply Available Information Find useful information so you can create an ideal buyer profile. Age groups, interests, income level, professions, location of residence and employment are details helpful in creating a customer profile. This information may be obtained from the U.S. Census Bureau and the Small Business Administration (SBA). You can then write your marketing materials so your choice of topics and words are based on the demographic and geographic information of your audience. Generate personal customer data by tracking the names of persons who read your emails and e-newsletters. Keep a record of the links they open as they read through your emails and who actually buys from the marketing campaigns you use. Perform an analysis of the marketing research statistics you have created in order to come up with more effective marketing communications campaigns in the future. Identifying your target market is figuring how to be the solution to customer needs. The prospect who is trying to address a need to sweat it out for better health may be approached by a person who sells exercise equipment. A parent out to find a better and effective way to make a child's learning a fun activity may seek the solution from an educational toy provider. There is a minimal chance of rejection in this equation because a need plus a solution equals sales. Simply put, this is target market identification. Customers who have a need for your product or service are the audience that is likely to listen to what you have to say. You do not need to convince them to buy your product because the need is already there. Your marketing message focusing on the benefits of your product and service that fits their needs simply points out where they can find the solution they seek.
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effective marketing communications, identifying target market, identifying customers,
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